French favourite returns to European stage on mission to re-establish brand
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A French favourite steeped in a proud history has been earmarked for greatness again following its takeover and a makeover designed to win back customers and establish itself as a leader on the European stage.
Following its launch in 1987, RIVE established itself as a high-end brand that dominated the European match fishing scene with a range of iconic tackle that included seat boxes, rods and accessories before experiencing economic difficulties and being bought in 2020 by AFL PÊCHE, owner of the network of 42 Pacific Pêche stores and numerous brands that include Mack2, Evok, TeamFrance, RedFish, Frazer and Teos.
Since then work has been taking place behind the scenes to upgrade its processes and stocks with new products due to be unveiled in the last quarter of the year and many others to follow to deliver a complete range.
The company’s Benjamin Fruit told Angling International: “RIVE wants to become a European standard in sportfishing, combining innovation and passion for fishing and offering unparalleled and sustainable experiences. We have lofty ambitions for the brand and are determined to regain a prominent position – even as a leader in European – by offering quality products and service.
“Our ambition over the coming years is to do better than we have ever done and this will necessarily involve a presence across Europe through motivated, ambitious and reliable partners throughout the region to bring this wonderful project to fruition. RIVE Sport Fishing offers a fantastic opportunity for professionals in the sector and we need partners with the same visions as us to achieve those aims.”
RIVE aims to strengthen its presence in France and internationally. “We want to establish ourselves among European retailers in the Pacific Pêche network, on major specialised e-commerce sites and to have a presence at national and international competitions.
“After a reorganisation phase RIVE is back in the spotlight to offer products that have made the brand successful and by launching new ones that combine elegance and innovation, adapted to each country and region’s type of fishing.
“Our flagship products are undoubtedly the seat boxes that are still the best on the market in terms of comfort, stability and durability,” said Fruit. “Like the seat boxes, we also have patents on certain products that include unblocking rollers, which are unique on the market. The rods and feeder rods are also flagship items and recognised for their quality throughout Europe.”
Fruit believes that the proud history and image of the brand stands it in good stead. “RIVE is still regarded with great affection by fishermen across France and Europe. In fact many still have a RIVE seat box and know the brand for its quality. It has been a relief for them that such a beautiful brand has not disappeared,”
The new look team at RIVE has been working on the evolution of specialised coarse fishing equipment and gear that ensures the position of RIVE as a brand market leader. “Working closely with its customers – and by listening to them – RIVE has maximised its chances of success, ensuring that each competition or fishing moment is memorable. Thanks also to the joint efforts of our top fishermen and headquarters team, we always offer innovative solutions to improve sport fishing and tackle all the challenges together.”
Fruit added: “RIVE will be present at Angling International LIVE in Budapest later this month with carp brands Mack2 and Leon to present the RIVE Sport Fishing project in its entirety and recruit future agents and distributors. Don’t hesitate to come and see them to discover the opportunities of working within a large group.”
Angling International LIVE Booth No.: 204C
