Swedish eyewear brand reveals plans to broaden portfolio

Leech Eyewear surprised visitors to its booth on the opening morning of Angling International LIVE with news of a merger that has signalled the start of a ‘new adventure’ for the ambitious brand.

The company showed off products from fellow Swedish brand Headbanger Lures on its booth (below) as it revealed the launch of its House of Brands initiative that will grow the business through the addition of niche brands and companies within the sportfishing market.

Leech is one of Scandinavia’s best known fishing eyewear brands, but its owner and Marketing Manager, Sebastian Lissbro, told Angling International it was important that it acquired businesses within the mainstream of fishing to grow within the market. “Eyewear is not a bread and butter product for tackle shops. It does not get the full attention and is not seen as important as rods, reels, line and lures.

“To grow in the business we need to have the bread and butter products and that is the thrust behind our House of Brands. We are looking for companies that are unique and manufacture products that set them apart.”

Lissbro added that Leech is looking for acquisitions and mergers to add its portfolio. “We are super excited to be putting our foot on the throttle – things are going to happen fast.

“Leech is a small player in a big pond. Fishing is a very traditional market, but we are doing something different and see opportunities in the sector.”

He added that Leech has a long-term goal to create a platform in the US and the addition of Headbanger may set it on the way to achieving that goal. “It has developed a lot of traction in the US since 2017 and its experiences and distribution platform could benefit our efforts.

“The US is a difficult market – it is like 52 countries. It is impossible to swallow them up in one go. We see an opportunity in identifying a number of states we want to be present in and take it from there.”

Leech enjoyed a successful show in Budapest, adding a number of new contacts which it hopes will boost its presence across Europe and also going home with the Best Eyewear Award in the New Product Showcase.

Main picture: Jimmy Åsedal picked up an award for Leech Eyewear at last week’s Angling International LIVE New Product Showcase.