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Since striking up a partnership with one of the world’s fastest growing hook brands, Scandinavian tackle distributor and supplier Vision Group has successfully driven its sales throughout the region through a special multi-faceted relationship.
Vision Group’s business alliance with BKK goes beyond simply placement of product on the shelves of retailers and distributors, extending to ensuring that anglers have the right hooks and terminal tackle for the local market and that product development is aligned with the fishing needs of anglers across the region.
Vision Group’s Esko Asikainen told Angling International: “BKK has helped Vision Group achieve local market growth by offering globally recognised premium quality products tailored specifically to the local needs of the market.
“Through strategic localisation and product development aligned with the preferences of Scandinavian anglers, we have successfully driven sales and significantly improved the local fishing culture.
“Additionally, our strategic sponsorship of major events and top tier anglers has solidified BKK’s image as a leader in the fishing tackle industry, making the brand increasingly attractive across Europe.”
Vision Group started life in the 1980s as a wholesaler of top international fly fishing brands that included Shakespeare, Bruce & Walker, Scott, G. Loomis, Partridge of Redditch and Scientific Anglers. The group has since introduced its own brands – Vision Fly Fishing in 1997 and Aava in 2024 – from its base in Hyvinkää, Finland.
Currently, alongside its private label brands, it represents BKK, Airflo fly lines, Costa sunglasses, Renzetti fly tying vices, Gulff fly tying products and Ross reels across its distribution network in Europe.
“Our BKK marketing in Scandinavia has mainly concentrated on growing brand awareness and brand preferences. We have partnered closely with our customers and some hand-picked pro anglers in addition to some of BKK’s representatives based in Scandinavia.
“We have secured the visibility of the brand and its key products in major YouTube productions like the famous Fly v Jerk competition. Season 15 was won by a team from Jiggar, one of our major customers and key partners.
“Programmes like that saw key products like the Spear 21 hooks – especially the UVO – BB-Trigger rigs and jig hooks like the Round Elite become very visible in the Nordics, which has been our target since the start of our collaboration. The success has been a result of a combination of great products and finding the right people around them.”
Asikainen added that BKK has maintained a good supply of sought-after products since striking up a business partnership with Vision Group. “Products like hooks enjoy a fast turnover and it is very important that there is a constant and reliable supply throughout the season. BKK has managed achieve that while also maintaining the marketing impetus that keeps the brand in the sights of anglers.”
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