Pure Fishing overhauls global supply chain planning

Pure Fishing has overhauled its global supply chain planning by replacing legacy systems and spreadsheet-based processes with a unified AI-driven platform, aiming to improve forecast accuracy and product availability across its portfolio of leading fishing brands.

The global fishing tackle manufacturer has selected RELEX Solutions to bring demand planning, master planning and distribution planning onto a single platform spanning its worldwide manufacturing and distribution network.

The move covers thousands of retail SKUs across brands including Abu Garcia, Berkley, Fenwick, Penn, Plano and Ugly Stik, which are sold through retailers, e-commerce channels and distribution partners around the world.

For anglers and retailers, the investment is designed to improve forecast accuracy, increase fill rates and strengthen sales and operations planning (S&OP), particularly for products with long manufacturing lead times and highly seasonal demand.

Pure Fishing said its existing planning processes relied on a mix of legacy technologies and spreadsheets, limiting its ability to respond quickly when market demand shifted.

“Our products have long lead times, so when demand changes, our ability to react is limited,” said Jay Schroeder, Vice President of Supply Chain at Pure Fishing. “RELEX’s demand planning capabilities stood out. A more precise demand signal will make a meaningful difference in how we manage supply and serve our customers.”

Under the new system, RELEX will incorporate point-of-sale data from major retail partners to generate more accurate demand forecasts. The platform will also use AI-powered touchless planning to reduce manual intervention while dynamically adjusting safety stock levels to reflect changing seasonal demand.

Supply chain consultancy Establish, Inc. will support the implementation, helping Pure Fishing redesign its S&OP processes and manage organisational change.

According to RELEX, the project reflects a wider trend among manufacturers managing extensive seasonal product portfolios, where disconnected planning systems increasingly struggle to cope with fluctuating consumer demand and lengthy production cycles.

“Pure Fishing is building the foundation for a genuinely mature S&OP process,” said Stefano Scandelli, General Manager, Manufacturing at RELEX Solutions. “Touchless planning and a unified demand signal will give their teams the daily support they need, reducing manual efforts and giving them valuable time back.”

The implementation is expected to provide Pure Fishing with a more integrated planning process across its global operations while supporting more consistent product availability for retailers and anglers.