New SERT headquarters underlines ambition for further home and global growth

French tackle supplier, SERT, has underlined its ambition for further domestic and international growth with the opening of a new headquarters near Bordeaux.

“This new facility is not merely about improving the work environment,” Arnaud Van Robais, President of the Rivolier Group told guests at the official opening. “It serves as a bold growth ambition within a market that is not always dynamic. The investment demonstrates the shareholders’ confidence in Maison SERT’s future and its long-term vision for the business.”

The company has moved into larger premises in Blanquefort, only a few hundred metres from its former site, creating expanded office, showroom and logistics space to support its developing brand portfolio and distribution business.

The opening attracted more than 100 guests, including employees, partners, suppliers, customers, fishing federation representatives, media and anglers. Some international visitors travelled from as far as China.

Arnaud Van Robais highlighted the family spirit and personal relationships at the heart of Maison SERT, which was acquired by the Rivolier group in 2011, as well as the dynamism of its teams and the role the new facility will play in the company’s next phase.

SERT’s previous headquarters dated from the 1980s and had supported the business for more than four decades. However, the site had become too restricted as the company expanded its proprietary portfolio with brands including Garbolino and JMC-Mouches de Charrette, while adding distributed brands such as Orvis, Loon, Anatec and others.

The new headquarters provides additional storage capacity to manage seasonal stock more effectively, alongside a major increase in showroom space. The showroom has grown from 150 sqm to more than 400 sqm, with a ceiling height of around four metres, enabling SERT to display its complete offer in what it describes as a more functional and attractive setting.

The new facility occupies a former wine-trade premises in the Bordeaux region. Its proximity to the previous site helped ensure operational continuity during the move.

The opening programme included the ceremonial ribbon cutting, speeches from the leadership team and event partner Compos’It, followed by a guided tour of the premises.

For SERT, the move is intended to be both a workplace upgrade and a commercial statement: a new platform from which to grow its SERT brand, develop its three-tier product strategy and strengthen its position in the French and international tackle markets.