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Nordic Fieldsport is on a mission to acquire iconic brands with the potential for global growth. The company’s Nils Folmer Jørgensen explains why its latest addition, Wolfcreek Lures, is a perfect fit.
A brand is only as strong as its products. So, what are the stand-out products of Weolfcreek Lures?
NFJ: Wolfcreek Lures is built on craftsmanship, authenticity and living the products. Its original handmade wooden lures are legendary among serious pike and musky anglers. They are responsible for record-breaking fish across Scandinavia. Today, models like the Wolfcreek Shad, Wolfcreek Curly and Wolfcreek Skin’y have become ‘pike candy’ in the community, known for their lifelike swimming action and incredible durability. In recent years, the brand has expanded beyond its handcrafted roots with precision-engineered soft and hard baits, and into a fast-growing rod segment with the Damn You Rods and the upcoming Black Wolf series – both built on the same design DNA: performance, feel and authenticity.
Why is it a fit for Nordic Fieldsport?
Wolfcreek Lures fits Nordic Fieldsport perfectly because it represents everything we believe in – heritage, authenticity and passion born from real angling. Founder Anders Ulvforsen is not just a lure builder, he’s a craftsman and lifelong angler whose designs have become part of Nordic fishing culture. For us, Wolfcreek isn’t another SKU or brand addition, it’s a symbol of the Scandinavian approach to fishing: honest, functional and built by people who live it. Nordic Fieldsport’s role is to take that story beyond Scandinavia and to share it with a wider European audience while protecting its soul.
Tell us more about Anders?
Every great brand begins with a character. Anders is a designer, angler and cult figure in Nordic fishing and snowboard culture. He embodies the Wolfcreek spirit: creative, stubbornly perfectionist and relentlessly authentic. From building his first lures on a drying wheel in his living room to hand-painting each prototype in his Östersund workshop, Anders has lived the Wolfcreek journey from day one. His designs reflect his personality, bold, artistic and deeply functional. He draws as much inspiration from music, skate and snowboarding culture as he does from nature and the predatory fish he targets. That fusion of art and instinct is what gives Wolfcreek its unmistakable feeling. As many anglers say, you can tell a Wolfcreek lure was made by someone who fishes hard and designs from the heart. Even as the brand expands, Anders remains at the bench, painting, testing and refining each new idea with the same fire that started it all.
How will Wolfcreek benefit from Nordic’s ownership?
Through Nordic Fieldsport, Wolfcreek gains access to a full European sales and distribution platform, covering logistics, marketing and international retail partnerships. This allows Anders and his team in Östersund to focus entirely on what they do best – designing and crafting exceptional lures and rods – while Nordic handles the structure that gets those products into the hands of anglers across Europe and beyond. That’s the goal of our partnership: to keep the heart of Wolfcreek beating strong, while giving it the professional support and reach it deserves.
What are your plans for the brand?
Our immediate focus is to build brand awareness and establish a solid distribution network across Europe. That means working closely with leading retail partners who share our appreciation for quality and authenticity. At the same time, we’ll continue to strengthen Wolfcreek’s core – exceptional lures, high-performance rods and key accessories – while introducing fresh product innovations that expand the range without diluting what makes it special. Long-term, we see Wolfcreek evolving into a complete predator fishing brand, combining traditional lure craftsmanship with modern design and technology.
What new lures can we expect in the short term?
Several new models are in prototype testing, including updated Wolfcreek Shad variants with refined balance and finish and new softbait designs for perch and bass markets. There’s also a series of collaboration lures in development with select European partners, each maintaining the Wolfcreek DNA, but optimised for local predator species.
What new product sectors are you targeting, and why?
In addition to the core predator segment, Wolfcreek is expanding its rod portfolio and premium line and terminal tackle categories. The upcoming OctaCore 8-strand braid and the new Damn You Rods 2.0 reflect the brand’s natural evolution. They are products developed with the same attention to feel, power and design detail that made the lures famous. Our aim isn’t to become a ‘full-range’ brand, but to build a logical, high-quality ecosystem around the Wolfcreek experience.
Where are its main export markets?
Currently, Wolfcreek’s strongest markets are in Sweden, Finland, Norway, Germany and France, with growing interest in Central and Eastern Europe. The brand already has a strong following among specialist pike and musky anglers in these regions and through NFS we’ll expand structured distribution throughout the EU. Our focus is on consolidating Western and Central Europe, while preparing entry into Southern Europe and the UK, where predator fishing is growing fast. In parallel, we see opportunities in North America and Japan – markets that appreciate craftsmanship and design-led brands. But Europe remains the primary growth engine for now. Wolfcreek is not a mass-market brand, and it never will be. Its strength lies in authenticity, performance and emotional connection. We don’t just sell lures; we sell the Wolfcreek feeling – that moment when design, instinct and pure fishing passion meet. Through Nordic Fieldsport’s platform, we’re inviting dealers, distributors and partners across Europe to join us in building the next chapter of this Scandinavian success story.
