Nordic Fieldsport add iconic Scandinavian lure brand to portfolio

Nordic Fieldsport has acquired Wolfcreek Lures, taking full ownership of the Swedish predator-fishing brand following a successful distribution partnership throughout 2025.

The acquisition marks the next stage in the development of Wolfcreek Lures, combining the brand’s strong Scandinavian heritage with Nordic Fieldsport’s established European sales, logistics and distribution platform. The shared ambition is to preserve Wolfcreek’s unique identity while accelerating its growth across Europe and beyond.

Founded in 2006 by legendary lure designer and lifelong angler, Anders Ulvforsen, Wolfcreek Lures has built a cult reputation among serious predator anglers. The brand is best known for its handcrafted roots, distinctive design language and an earned long list of record-breaking fish caught on its lures.

As part of the acquisition, Ulvforsen will continue to play a central role within Wolfcreek Lures, focusing on product design and development. Working closely with Nordic Fieldsport’s in-house product team, future Wolfcreek products will remain authentic, functional and deeply rooted in real angling.

All inventory and logistics have been integrated into Nordic Fieldsport’s central warehouse in Roskilde, Denmark, ensuring improved availability and reliable service for retail partners across Europe.

Several new Wolfcreek products are already in development, with the immediate focus on building brand awareness and strengthening distribution through selected retail partners.

Distribution: Nordic Fieldsport ApS – Denmark E: sales@nordic-fieldsport.com www.nordic-fieldsport.com

Picture: Brothers, Henrik and Eric Svendsen, of Nordic Fieldsport welcome Anders Ulvforsen (centre) to the Danish company.