Growing Scandinavian lure brand seeks new distributors at show

A top Scandinavian brand will be attending Angling International LIVE to introduce itself to anglers and retailers across Europe.

Finland-based Norolan, the maker of hand-made lures, tackle and baits for all-year round fishing, is a well known brand in the Nordic countries, but says that expansion to other European regions is crucial to its growth strategy.

Petri Janhunen, CMO of Norolan, explained that the company is intent on building and strengthening relationships with industry professionals and potential business partners and customers at Angling International LIVE as it targets market expansion. “Our immediate priorities are Denmark, Germany, Austria, the Netherlands, Belgium and other Baltic countries,” he said.

“These markets offer substantial opportunities for growth and align well with our strategic objectives. We are committed to providing these regions with top notch, sustainably crafted fishing gear.

“Europe has a rich angling culture and a large community of fishing enthusiasts. Establishing a strong presence in this market is essential for our long-term success and expansion plans. We aim to be part of the fishing stories and traditions while offering products that combine traditional craftsmanship with modern innovation.”

He added that Norolan will be introducing new products at the show. “All our lures will be new to the target audience at the trade show. They are all 100% handcrafted in Finland and are focused on providing only the best for the angler.”

Norolan is proud of its culture and history. “We are committed to providing high-quality, responsibly made fishing gear that enhances the angling experience,” said Janhunen. “Our products are designed to deliver superior performance, durability and a unique aesthetic that sets them apart from the competition.

“We look forward to engaging with the angling community at the show and sharing our passion for fishing with a broader audience. Additionally, our innovative B2B e-commerce platform ensures that retailers have a smooth and efficient way to stock our products, helping us create strong and lasting partnerships.”

Norolan is looking forward to its first-ever trade event in mainland Europe. “For the trade in general, such shows are vital,” said Janhunen. “They facilitate networking, foster industry collaboration and provide a venue for companies to unveil new products and technologies.

“It also allows for the exchange of ideas and trends that can drive the industry forward. The face-to-face interactions and live demonstrations can significantly enhance business relationships and market understanding.”

Founder touched by fishing and its traditions

Norolan is based in the beautiful Järvi-Finland region which is surrounded by countless lakes where fishing has been part of life for thousands of years. Its founder Jyrki Kasanen has been passionately touched by fishing and its traditions since he was a child.

He says: “For me fishing is a feeling of freedom, trusting the equipment and forgetting all the unnecessary things. As a fisherman, I knew what a top performing lure should be and as a jewellery maker, I knew how to make it.

“I can proudly say that Norolan represents my values of traditional craftsmanship.”

T: +358 50 563 5857
www.norolan.com.

Main picture: Norolan founder and CEO Jyrki Kasanen