Share
Fast-growing Livingston Lures – the innovator behind the Electronic Baitfish Sound technology (EBS) – is planning the biggest product reveal in the company’s history at this month’s ICAST.
The Texas brand, which has been on an exhaustive tour of top shows across Europe in recent years, will treating dealers and distributors in the US to their first look at six new body styles of lures designed for a wide range of species.
The main attraction on the Livingston Lures booth is expected to be the Mustang (main image), a New Product Showcase entrant that is described as a heavy-duty soft bait that is quipped with the renowned EBS sound technology that has been designed to trigger strikes from pressured or deep water fish.
Erick Arnoldson, Livingston Lures VP of Operations, told Angling International: “Alongside the Mustang, we are also excited to present a new series of baits for bass, walleye, pike and a range of saltwater species.”
The business currently distributes across most of the US through a mix of national and independent retailers and e-commerce channels. Arnoldson added: “We are currently focused on expanding in the Southeast and Pacific Northwest where we see strong demand but untapped retail opportunities.”
The company has enjoyed strong business this year despite supply chain challenges. “We have seen a resurgence in dealer orders and growing international interest,” said Arnoldson. “We are optimistic about the second half especially with several retail partnerships in the pipeline.”
One of the talking points for the industry since the arrival of Donald Trump in the White House has been the issue of tariffs. Arnoldson says Livingston has not been directly impacted thanks to strategic planning and a strong inventory position built up prior to the shifting sands of changes.
“Much of our stock is tariff-free, which has allowed us to maintain stable pricing for our customers without passing on additional costs.
“This has been a key advantage for our dealer network, especially in a competitive market where price consistency is critical. Looking ahead, we are actively sourcing options and logistical strategies to ensure we can continue offering high performance products at accessible pricing – even if tariff pressures increase.”
ICAST BOOTH No: 4842
T: +1 210 410 2041
erick.arnoldson@livingstonlures.com
www.livingstonlures.com
