New additions provide firm base for group’s carp market expansion

When the US-based Foundation Outdoor Group added SBM to the fold in 2024, it set its sights on expanding its leadership position in the European carp market.

With top rod component brands like American Tackle and MHX at the core of Foundation’s portfolio, carp anglers were already experiencing the highest level of on-the-water performance. With SBM, the group expanded its product offering by adding premium HNV baits and a wide selection of technology-forward fishing gear, including bait boats, fishing drones, fish finders and bite alarms.

SBM was established to bring the freshest, premium quality, high nutrition baits to the carp angling community. By hand-crafting, vigorously field testing and producing in small batches, the SBM team makes the most of the best ingredients to ensure quality and freshness.

As it continues its aggressive growth strategy, paramount to its brand promise is to never compromise on the quality and integrity of its offerings. From boilies and hook baits to the wide selection of liquids, SBM holds fast to tried-and-true recipes while also innovating and exploring new bait options that differentiate it from the crowd.

While revolutionising the fresh carp bait industry is at the heart of SBM Fishing’s history and strategic vision, it continues to look to the future with an eye on the technologies that enhance the experience of the angler. Last September SBM and the Foundation Outdoor Group entered into an exclusive distribution relationship with Rippton, a forward-thinking smart fishing tackle company focused on building products and solutions for anglers.

By integrating advanced robotics-based hardware, algorithm-based software and the exclusive Rippton App, Rippton puts the angler in control, striving to make fishing smarter while maintaining the fun that we all enjoy outdoors.

And to share the wide array of new and traditional carp fishing products, SBM Fishing has recently launched Swedish Bait Mechanics – SBM Fishing, displaying the various products and brands it has available to European carp anglers.

Foundation Outdoor Group and SBM Fishing have exclusive distribution rights for Rippton products across northern Europe, including Denmark, Germany, Netherlands, Norway, Poland, and Sweden – all considered prolific carp fisheries. The Rippton partnership also provides for non-exclusive rights in a host of other European countries. 

Foundation Outdoor Group and SBM Fishing are currently looking for distribution partners interested in increasing their revenue streams by offering SBM and Rippton products to their customers. For more information regarding the growth of your business, contact Gary Benney, Foundation Outdoor Group EU Vice President of Operations, at sales@fogeurope.com or +46 035 35 313.