Growing Danish brand signs exclusive Italian distribution deal   

One of Europe’s fastest growing tackle suppliers has entered the Italian market after signing an exclusive distribution agreement for its brands that includes two iconic Scandinavian lure brands.

Nordic Fieldsport of Denmark has announced that sales of its portfolio, which includes the Myran of Sweden and Wolfcreek lure brands, will be handled by Old Captain, an established distributor with a heritage dating back to 1965, in a move that has been described as a significant step in the growth strategy of the company.

Nordic’s Eric Svendsen said: “The Italian market is very important to us in our European expansion plans. With Old Captain as our partner, we are entering with a clear prioritisation and a significant investment in building a long-term collaboration. Finding the right distributor has been a key priority for us.The objective has been to partner with a company capable of not only delivering strong market penetration, but of also contributing to long-term brand development through investment in the dealer network and a clear understanding of brand building with the right retail partners.

Old Captain’s Giuseppe Castiglioni said: “I see a strong level of ambition at Nordic Fieldsport, which makes it a solid investment for the future – for us and our retailers. We aim to offer innovative products and brands with a clear vision and ambitious plans. Following our meetings, we are fully aligned  on how to move forward together.”

The potential of the collaboration was further confirmed during meetings at the Pescara Fishing Show in Italy earlier this year where interest in the brands and products was significant. Both retailers and end consumers showed strong demand, reinforcing confidence in the partnership, said Svendsen.

A central focus for both companies is ensuring that retailers clearly understand and feel confident in the future direction. The strategy centres on committed specialist retailers who are willing to work long-term, secure healthy margins and actively participate in the joint plans set out by Nordic Fieldsport and Old Captain.

The agreement also marks the first major introduction of Myran Sweden to the Italian market, including its handcrafted spinners produced in Sweden as well as its rod range. In addition, Wolfcreek has already generated strong interest as a future growth brand, while Pulz Bait has begun gaining traction among Italian retailers.

“We do not take on just any brand,” added Castiglioni. “We work with brands that carry ambition and long-term value for our market and our customers, who have always been a priority for us. This partnership is therefore very important to us.”

Main picture: Brothers Henrik and Eric Svendsen shake on the deal with Old Captain’s Giuseppe Castiglioni (centre).