Bulgarian distributor takes Livingston Lures to new heights

One of the smallest fishing markets in eastern Europe has become an unlikely trailblazer for US-based Livingston Lures and its efforts to establish a foothold in the region.

Bulgaria’s Bait.Zone – based in the country’s capital of Sofia – was among the first businesses to recognise the potential of the lures containing the Electronic Baitfish Technology (EBS) and became the first company to distribute the brand in Europe when Livingston got serious about conquering the region.

Since then San Antonio, Texas-based Livingston has steadily been adding businesses across the region to join its European crusade.

Kalin Kabakchiev (above right), CEO of Bait.Zone, told how Angling International helped him strike up a successful partnership with Erick Arnoldson, Livingston‘s VP of Sales and Manufacturing (left in picture). “I read a report and saw an advertisement in Angling International about Livingston Lures and was intrigued by the technology,” he said.

“I contacted Erick, he sent over some samples and the rest is history. It was clear from the very first field test that these lures were more than just marketing bravado. In identical conditions, Livingston’s baits outperformed its rivals, triggering more aggressive strikes and landed fish when others fell silent.”

Kalin admitted that persuading sceptical anglers brought up on a diet of big brands seemed initially to be a daunting task. But he said: “Once anglers had the opportunity to test them out, they were hooked.”

Bolstered by that success, Kalin ordered an initial batch of 20,000. That was subsequently increased to 40,000 and his last order to come across the Atlantic reached nearly 100,000. “Not bad for a small country which boasts just 200,000 anglers,” he commented.

Working with influencers, making movies and demonstrating the power of sound, the message to Bulgarian anglers was clear: ‘These lures are no fakes – they are the real deal.‘

“We experienced an avalanche of sales when they were first introduced at the start of pike fishing season and are expecting new lures designed for European pike, chub and bass.”

Livingston Lures returned to the US last month with its second award in a row from a European trade show. It followed up last year’s success at Angling International LIVE in Budapest with another accolade at EFTTEX in Brussels (above).

T: +1 210 410 2041
erick.arnoldson@livingstonlures.com
www.livingstonlures.com