Grundéns takes first steps towards ‘massive’ opportunity in Asia-Pacific region

After making major inroads into the US and European markets in recent years, fast-growing Swedish apparel brand Grundéns has targeted sales in what it describes as a virgin region for the company.

The award-winning commercial and recreational fishing clothing maker says that the APAC (Asia-Pacific) region represents a ‘massive’ fishing opportunity for the historic brand that has been making rugged outdoor clothing for over a century.

The company’s General Manager for EMEA and APAC, Janne Mahlamäki, told Angling International: “Apart from opportunistic small business in the APAC in the past, the region represents a blank canvas for the Grundéns business.

“We achieved solid growth in the US, Latin America and Europe last year, and with recent gains across these core markets, we will replicate the formula to support the APAC expansion: finding the right partner, supporting the dealers and inspiring the anglers and professional fishermen.”

Mahlamäki added that the nature of the Grundéns business means that its choice of business partner varies, but normally sits within the core commercial and/or sportfishing sector, but with a twist of apparel and footwear experience.

“Our products include both apparel, footwear and gear that cater to both the commercial and sportfishing sectors. Ideally, our preferred partner would be able to take on both brand sectors as there is good product crossover.“

Grundéns is looking for partners with deep knowledge of local markets and how they work. Partners also need to be used to selling premium brands and Mahlamäki emphasised that partnering with Grundéns brings tangible benefits: “You are aligning with a 100-year-old brand that’s surging globally. We’ve doubled our size in just a few years, backed by solid structures and ownership committed to steady growth. This is a premium business – respected, with full marketing support to drive success.”

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