North American market drives Rapala VMC’s improved sales and profitability

A strong performance from its largest market has led the improved sales and profitability of Rapala VMC.

The group, which earlier this week issued a profit revision – increasing its forecast to be in the region of €12m to €14m – delivered a strong second quarter which saw sales increase 9% compared to the same comparable period to €65.3m (€60.1m) driven by ‘robust’ replenishment demand from its core North American business. Net sales for the year to date rose 7% to €134.8m (€125.5m).

President and CEO, Cyrille Viellard, had previously told investors that the group’s business in North America had compensated for a softer demand in Europe which has been beset by drought and weaker spending conditions. He added: “Both growth and slower markets have been well managed by our Rapala VMC global team, leading to improved performance year-on-year.

“While macroeconomic uncertainty persists amid geopolitical instability and tariff volatility, the company’s strong first half performance, healthy inventory levels in the winter fishing category in North America and a robust innovation pipeline reinforce the group’s confidence in Rapala VMC’s recovery trajectory.”

The numbers

Q2

• Net sales €65.3m – up 9% (€60.1m);
• Operating profit €5.6m (€3m);
• Cash flow from operations €20.5m (€15.5m).

January to June

• Net sales €134.8m – up 7% (€125.5m);
• Operating profit €13.5m (€8.6m);
• Cash flow from operations €16.7m (€6.2m);
• Inventories €80.1m (€82.2m);
• Short-term outlook: Full year profit €12 to €14m (€8.4m).

America

In the first half of the year sales increased by 12%, up 19% with comparable exchange rates. Sales remained strong in Q2, building on the performance in the first quarter. Replenishment sales demonstrated healthy sell-through of the initial load-in orders shipped at the beginning of the year, as well as the success of new product introductions. Growth remained broad-based across all key brands, led by the flagship Rapala.

Europe

The year started with an improved outlook and higher pre-season deliveries. However, drought and challenging weather conditions weakened consumer demand in parts of continental Europe, impacting replenishment sales in the second quarter. Sales of Rapala and Okuma products exceeded the prior-year level, while revenue declined for brands with greater exposure to the parts of the continental European markets affected by adverse weather conditions.

Rest of the World

In the first half of the year sales in the Rest of the World market increased by 9%. Growth in the region was mainly driven by Latin America, where positive momentum continued throughout the reporting period with the new Okuma distributorship in Chile contributing incremental sales.

Revenue in Asian markets remained challenging and declined as global trade disputes continued to weigh on consumer sentiment and discretionary spending.

Rapala turned 90 in 2026, but the group insists it will not be resting on its laurels. “Innovation has again been driving sales during the first half of the year,” it said.

It reported that consumer adoption of the 2026 hero lure Claptail has been exceptionally good and led to the launch of two new sizes of Claptail, the 75 and 90, at ICAST. Topwater fishing continues to be a driving force in new freshwater hardbaits.

Other important new hardbaits that have been driving Rapala’s sales include the Harvest Shad and Snare crankbaits that are catering to the important €9,99 retail category. Rapala also introduced Precision Xtreme Air Boss jerkbaits, which represent the next generation of highly technical wobblers specifically developed for European predator fishing.

Rapala softbaits continued to grow in all key markets. The Crushcity range expanded with the Mooch Minnow that is specifically developed for forward facing sonar applications. The combination of Rapala Predator softbaits and VMC Mustache heads continued as the driver of the European softbait business.

On the accessories side, Rapala tools have been sold in new packaging designed to reduce plastic use while strengthening the brand image. Following a successful early launch of the CountDown and Hydro bags in Southern Europe and Australia in Q4 2025, both product lines are now available across South America, Northern Europe and APAC, where they are delivering strong results and consistent turnover. Together, these launches are contributing to the continued rejuvenation of Rapala accessories.

The first introductions of the 2027 new items to retail chains started in Q2. The reception has been very promising, and all the new gear was presented to consumers from July’s ICAST show followed by AFTA in Australia.

At ICAST, 13 Fishing introduced a significantly expanded line-up of rods, reels and combos designed to reinforce the brand’s position as an innovation and performance driven competitor. The launches strengthened the assortment across multiple price points and product categories, giving anglers more complete, purpose-built solutions while creating greater opportunities for retail placement and cross-category selling.

Collectively, the introductions represent an important step in broadening the brand’s consumer reach, increasing its relevance at retail and building a stronger platform for future growth.

ICAST saw four wins for Rapala VMC with the Best of Show in the Freshwater Soft Lure category for the sea urchin style C.E.O. bait, the shrimp-style Imposter (Saltwater Soft Lure), High Capacity Line Remover (Fishing Accessory) and Bald Eagle Giant Original Floater (Novelty & Wellness) ,underlining the industry recognised innovation and brand strength of Rapala.

The Sufix Calibr8 is a highly anticipated eight-carrier braided line introduced at ICAST, designed to eliminate guesswork for anglers by tailoring the line’s diameter and weave specifically to individual fishing techniques. Lighter pound tests feature a thinner, smoother weave for optimal performance on spinning reels. Heavier tests feature a slightly tighter weave and pick count to add body and strength for baitcasting and heavy-cover fishing.

Okuma’s first half of 2026 was marked by the global launch of the Zyros spinning reel (below), with the European predator segment among its primary markets. Built around Okuma’s C-40X long-strand carbon fibre construction, Zyros weighs just 199g in the 2500 size and comes at a €100 retail price. Consumer response was immediate: within two months, Zyros had become Okuma’s third best-selling reel. In spinning rods, the newly introduced G-Control freshwater series and Ceymar SW range have been well received.