Svivlo secures sales deal in top European market
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Svivlo – the Swedish brand making waves with its ‘no backlash’ reels – returned to Sweden following EFTTEX with a three-year distribution deal in one of Europe’s largest markets.
French wholesaler and manufacturer of tackle, PAFEX, has partnered with Svivlo in a partnership that has been described as an important milestone for the company by Svivlo owner Patrik Zander (above right with Sales Manager Keda Nilsson).
“Being embraced in one of Europe’s top three tackle markets validates both our product innovation and brand positioning,” said Zander. “Partnering with PAFEX, a respected name in the industry, confirms that Svivlo is ready to scale with the right collaborators and deliver real value to serious anglers and retailers alike.”
Zander added the new partnership comes at a time when the business is entering a ‘critical’ growth phase in its development.
The company, which won an award for the Draken One at the return of EFTTEX and its New Product Awards, is now actively looking for investment to take it to the next level.
Zander told Angling International: “We have built momentum and now is time to amplify it. Our mindset is clear: we need to leave no stone unturned in marketing this. This phase is pivotal. It’s not a make or break moment in a traditional sense, but it is a window of opportunity that we don’t want to miss.
“We have laid the groundwork and now it’s about execution. The decisions we make over the next six to 12 months will shape the trajectory of the company for years to come.”
Zander added: “Our focus is on scaling operations, expanding our product portfolio and building a strong presence in key markets. To do this we are currently raising capital and hiring strategically, bringing in talent that can help us accelerate without compromising quality.”
Svivlo made its EFTTEX debut in Brussels last month in a bid to increase brand visibility, validate its product positioning and connect with key players in the industry. “We had a steady stream of visitors to our booth and the level of interest in our reels was higher than expected,” added Zander.
“The conversations were not only numerous, but also meaningful with many visitors showing genuine curiosity about our technology and business model. It confirmed that our messaging is resonating and that there is a real appetite in this space for innovation.”
Zander admitted that he was unsure of what to expect at EFTTEX, but was pleasantly surprised by the quality of the attendees. “Many were decision-makers or deeply involved in the industry, which made the interactions invaluable,” he said.
“Interestingly, several told us that they had come specifically to meet us, which was both humbling and encouraging.
“That said, I felt the show could benefit from broader participation especially from the larger brands. Their presence tends to drive traffic and elevate the overall energy of the event. It would be good to see more there next year.”
Describing the award at EFTTEX as a ‘major milestone’ for the brand, Zander said: “It is something we have worked hard for and it validates the countless hours we spent refining our reels and pushing boundaries.
“While customer satisfaction is always our top priority, this kind of recognition from the industry is incredibly motivating. It tells us that we are on the right track and that our innovations are being noticed.
“It serves as a powerful endorsement of our technology and brand. It helps build credibility, especially in markets where we are still relatively unknown. We have always aimed to cut through the noise in the fishing gear space and now, instead of trying to break into existing media narratives, we are creating our own.
“This recognition is a stepping stone towards broader awareness and trust, which will support our growth in both retail and distribution.”
Zander added that the company is in active discussions with several other potential partners across Europe, including from Germany, Italy, Spain, Greece and the UK as well as a number from outside the region. “The show helped us open doors and start conversations that are progressing. We are being selective to ensure alignment with the brand and long-term strategy, and we are optimistic about the outcomes.”
