Europe

Livingston Lures ‘eager to build’ on its European and global breakthroughs

Anthony Hawkswell January 7, 2025

As award-winning Livingston Lures prepares for its return to Angling International LIVE, the brand has outlined its priorities for 2025.

Erick Arnoldson, the company’s VP of Sales and Marketing, told Angling International: “We will continue building on our core mission of delivering innovative, high quality lures that enhance the angling experience and support a healthier future for fisheries worldwide.”

Its priorities centre around three key areas:

Innovative product development
Sustainability and responsible sourcing
Enhanced customer engagement by focusing on these priorities

“Livingston aims to set new standards in lure innovation, stewardship and customer experience – ultimately ensuring our brand continues to earn the confidence and loyalty of anglers around the globe,” says Arnoldson.

Arnoldson (pictured) added that Livingston’s sustainability aims align with the some of the challenges facing the industry. “The trade is navigating a shifting landscape shaped by evolving consumer expectations, environmental considerations and intensified global competition.

“On the materials side, companies face growing pressure to develop eco-friendly lures – biodegradable plastics, sustainably sourced components and non-toxic coatings – to align with stricter environmental regulations and the rising ethical standards of anglers.

“Supply chain complexities, from fluctuating raw material costs to international shipping delays, continue to challenge the ability of manufacturers to maintain consistent inventory and stable pricing. However, despite these challenges, there is reason for optimism.

“The global interest in sportfishing shows no sign of waning, bolstered by increased participation among younger demographics looking for outdoor experiences. Anglers today are more informed and appreciative of quality products, which creates fertile ground for brands that can differentiate themselves through innovation, sustainability and authenticity.”

With its appearances at European trade shows that include Angling International LIVE, Livingston Lures is steadily gaining momentum in the region. Arnoldson said: “Over the last year we have expanded our distribution network, forged stronger relationships with key retailers and seen an encouraging increase in consumer interest.

“Anglers across the continent have responded positively to our innovative EBS (Electronic Baitfish Sounds) technology and the reliable performance of our lures, which has helped us to establish a solid foothold in a competitive market.

“Having said that, we are not resting on our current achievements. Our goal is to further enhance brand awareness, improve availability and continue to fine-tune our offerings to meet the diverse needs of Europe’s angling community.

“We are optimistic about our growth trajectory and remain committed to strengthening our partnerships, engaging more directly with anglers and bringing new and exciting products to the market. In short – we are happy with our progress and eager to build on it.”

Arnoldson is looking forward to spreading the word at Angling International LIVE, which this year will be taking place at the earlier time of June in Bratislava. “Last year’s show was a dynamic and inspiring experience for us. It brought together a diverse community of industry professionals, retailers and passionate anglers, creating an environment rich with new ideas, valuable feedback and meaningful connections.

“We appreciated the chance to showcase our latest innovations, hear directly from customers and gain insights into the evolving recreational fishing landscape.

“As we look ahead to 2025 we hope to see the show grow stronger – attracting a broader international audience and offering more opportunities for collaboration.”