Rapala announces Okuma Australian distribution agreement

Rapala VMC Corporation has agreed a distribution agreement that will see Okuma fishing tackle available in Australia from the beginning of next month.

The Finnish tackle giant says that the move strengthens Rapala Australia’s overall offering and expands its ability to serve anglers across all fishing applications and environments, from salt and freshwater and in and offshore applications.

It says the agreement marks a strategic expansion of Rapala Australia’s product portfolio, supporting a more complete range across key fishing categories and enhancing service for retail partners and anglers nationwide.

“With Okuma’s rods and reels complementing Rapala Australia’s existing brands, the combined portfolio is positioned to meet the needs of a broad range of Australian fishing styles, target species and conditions,” says Rapala.

The partnership also reinforces the broader global cooperation between Okuma and Rapala VMC, strengthening alignment across the portfolio and supporting continued collaboration in delivering innovative, high-performing tackle solutions to anglers.

“The highly dynamic and knowledgeable Rapala Team Australia under Tim Morgan’s leadership has convinced us that this is the right move for the long term success of Okuma” said Charles Chang, Chairman and founder of Okuma Fishing Tackle, which is celebrating its 40th anninversary this year.

“We are thankful for the trust given by Charles and his extraordinary team to expand our global partnership. It confirms our successful approach to develop the brand. It increases the synergies further between all our countries today representing Okuma. Happy birthday Okuma!” added Cyrille Viellard, President & CEO of Rapala VMC Corp.

“We are highly excited to add Okuma to our brand portfolio, complementing perfectly our offering for our trusted partners. We see many opportunities for growth” added Morgan, Country Manager & Head of Sales for Rapala VMC Australia.