Watch! The ‘best lure to be launched for decades’

_{Nordic Fieldsport – the new Scandinavian tackle company spearheaded by former Svendsen Sport founder Lars Svendsen – has acquired ‘the best lure to be launched for decades’ and revealed its ambitious plans for the future.}

The Denmark-based business is on a mission to acquire a select portfolio of ‘unique and innovative’ businesses that have the potential for pan-European growth. Its second purchase – following the addition of the iconic Swedish spinner brand, Myran earlier this year – is PulzBait of Germany. Nordic Fieldsport has bought the company and its patents from well-known angling journalist and former CEO of the European Fishing Tackle Trade Association, Olivier Portrat.

Lars Svendsen is unequivocal in his assessment of the lure which is set to be launched later this year. “Nothing like this has been released onto the fishing market for decades. The fishing industry has not seen a release like this. It is fantastic – a totally new and exciting development.”

Michael Lund Pedersen, the company’s General Manager, described the PulzBait as a ‘gamechanger’. “Early testers are calling it a revolution – and the results speak for themselves: more strikes and bigger catches. PulzBait is not just a lure, it is a system. A tool and a technological leap in predator fishing.”

He added that Nordic Fieldsport has big plans for the brand. “There are a lot of possibilities going forward and endless opportunities to develop it for different types of fishing. We are already working with retailers in Japan, Australia and the US. Retailers have already taken to it. PulzBait is just the type of product that Nordic Fieldsport is looking for,”

Svendsen outlined the Nordic Fieldsport business plan going forward. “We want to buy companies that have a genuine brand and history of innovation. It has to be unique and suitable for pan-European development. PulzBait exactly fits that bill. We are aiming to buy five or six businesses this year and look after them. We have the expertise to help them grow and flourish. Ideally, we will keep the founder and key staff to retain their expertise and passion.

“Serious things are brewing here,” said Svendsen’s right-hand man, Pedersen. “Nordic Fieldsport is a new trustworthy fishing tackle supplier that is looking for groundbreaking products that need the investment and knowledge to take it to the next level.”

Nordic Fieldsport Director Eric Svendsen, son of Lars, told Angling International:“We will engage with ambassadors in each market we enter, and invest largely in our brands to create awareness and demand.

“Parallel to our international marketing, we will build our own social media platforms on Facebook and Instagram. Specifically for Myran, this will be partly done through co-operations with Scandinavia’s largest YouTube influencers – we plan to expand this approach into more markets going forward. So far things have gone great with Myran. Existing customers have increased sales significantly and we have unlocked new markets which we are ready to invest in.”

Eric’s brother, Henrik will oversea logistics for Nordic Fieldsport. He said: “Product development is a special focus for us and we aim to push the envelope combining modern technology with traditional tackle design values.

“We will run Nordic Fieldsport as a lean, flexible company that can act swiftly on market trends. We will closely work together with our customer base and listen to their needs, whether we are talking general product needs or SMU projects for larger customers. We believe that this flexible approach and closer cooperation with the retail market will set Nordic Fieldsport apart from the competition.

“Most tackle companies lose their flexibility when growing big. We have seen this before and it is why we will focus on being fast, flexible and available – and above all, maintain the passion for the fishing tacke business.

“For Myran we can even take this a step further. Having our own production facilities in Sweden, combined with an effective Scandinavian logistics, secures us 100% delivery rates throughout the season.”

Nordic Fieldsport is a family business made up of Lars Svendsen (above right) as Chairman, his sons, Eric and Henrik, who look after sales and logistics, and Pedersen (above left), the former Head of Export at Svendsen Sport.

“Between Lars Svendsen and I there is a substantial experience on how to develop and grow tackle brands. We understand the retail market needs and can from the very beginning offer our customers a package that is tailored to their needs,” said Pedersen.  

“When dealing with Nordic Fieldsport a retailer should feel confident in the products, and the market demands for them, which is why we offer:

• Unique, high quality products
• Market leading and non-inflated margins
• Close dialogue, fast response and delivery times
• Substantial marketing push to create demand
• A modern soon to be launched B2B platform

“We want to create successes together with our retailers.”

At the core of the PulzBait is its rechargeable engine, a patented internal motor that brings the lure to life with an erratic, struggling swim pattern of an injured or dying fish. The result is said to be an ultra-realistic presentation that triggers strikes from even the most cautious fish. What sets it apart is its versatility. You can fish it how you like: spinning, jigging, vertical or even under a float. PulzBait adapts to any method or environment.

With its modular skin system, you can change the look of the lure in seconds. They skins are available in two sizes and three baitfish types – roach, perch and trout – each in high performance colours.

The internal engine can also be inserted into a deadbait, turning a lifeless bait into a pulsating target that combines natural scent with mechanical motion. “It is the best of both worlds and a killer for pike, zander and other large predators,” says Pedersen.