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One of the fastest growing brands in fishing apparel has described its latest distribution agreement as the launchpad for its expansion into one of Europe’s largest and most passionate markets.
As reported on the Angling International new website last month, Swedish-based Grundéns has struck up a partnership with Sensas which will see it handle sales across France and act as an introduction to the French speaking market.
Grundéns’ Janne Mahlamaki told Angling International: “France is one of the largest and most passionate fishing markets in Europe. For Grundéns, it’s strategically important not only because of its size, but also because it acts as a gateway to the wider French-speaking world. Building a strong presence here allows us to better serve professional fishermen, sport anglers and recreational customers, while also creating momentum in neighbouring markets.
“We have been looking for the right time to strengthen our presence in France, one of the region’s most influential markets. Over time, our conversations with Sensas showed a natural alignment. Its heritage, reach and credibility in the French angling community fit perfectly with Grundéns’ ambitions. Both sides quickly recognised the mutual value in working together and the partnership grew organically from that shared vision of serving French anglers better.”
Mahlamaki added: “Sensas is a household name in France, with a legacy stretching back to 1960 and a network that connects with over 2,000 retailers and digital platforms across French-speaking markets. It brings deep market knowledge, a trusted sales force, and a strong presence across sport, fly and commercial fishing. Like Grundéns, it serves both passionate recreational anglers and hardworking professionals. That shared commitment to authenticity and performance makes it an ideal partner to carry our brand forward in France.”
Mahlamaki said that Sensas can help Grundéns achieve its ambitions in France. “We want to establish the business as the go-to brand for durable, innovative fishing apparel and footwear in France. With Sensas by our side, we will strengthen logistics, tailor marketing to local needs and ensure availability.
“Its distribution power and strong retail relationships mean that more anglers – whether on the Atlantic coasts, inland rivers or mountain lakes – will be able to experience the quality and reliability Grundéns is known for. This partnership is the launchpad for reaching every corner of the national market.“
Grundéns is steadily expanding in key fishing regions across Europe with the Nordics and UK its strongholds. “We are also seeing great potential in southern Europe – especially along the Atlantic and Mediterranean coasts,” added Mahlakami. “Partnerships like the one with Sensas allows us to build a stronger, more localised presence in each country, while ensuring our overall growth remains pan European in scale.
“Our brand has been trusted by fishermen for over a century and our products are engineered to endure the toughest conditions, blending durability, comfort and innovation. We don’t simply make apparel, we deliver gear that professionals and passionate anglers count on day after day. For companies seeking a partner with credibility, global recognition and a proven track record of quality, Grundéns is a brand that strengthens any portfolio and resonates deeply with end customers.”
• The Sensas group is a leading distributor of recreational fishing equipment across Europe. With a strong and recognised field presence, the group supplies gear and consumables to over 2,000 retailers throughout the continent. Founded in 1960, Groupe Sensas built its reputation on bait manufacturing expertise – a legacy that continues today and has expanded to include boilies, liquids and more. Since the early 2000s, the group has steadily grown its brand portfolio to include Illex, Gunki, Starbaits and Jackall and broadened its product offering to include rods, reels, luggage and accessories. Today, Groupe Sensas delivers a comprehensive range that covers every segment of recreational fishing
