Award-winning Svivlo brand bought out of bankruptcy by entrepreneur

A Swedish entrepreneur and investor has become the principal owner of the award winning Svivlo brand – known for its ‘no backlash’ fishing reels – which entered insolvency last month.

Following the acquisition of the business and assets from the bankruptcy estate of Brillianze Sweden AB, its operations will continue under a new company under the principal ownership of Christer Dahlén

The new owners of the business says that the move provides a new foundation for the brand, which has established itself in the sport fishing market with its patented braking technology designed to improve casting control and reduce line tangles.

Under the new ownership, Svivlo will focus on product development, strengthening its commercial position and expanding into international markets.

“We see fantastic potential in Svivlo. It features a unique product, strong technical expertise and a brand with every opportunity to reach a significantly larger market,” said Dahlén. “Our ambition is to build upon what has already been created and provide the business with the resources required to take the next step.”

Janne Andersson has been appointed CEO of the new organisation, bringing experience in retail, sales and business development. His appointment is intended to support the company’s commercial development and capitalise on its international growth potential.

“It feels incredibly inspiring to be involved in the development of Svivlo,” said Andersson. “We have a product that truly makes a difference for the user and has the potential to transform how anglers experience their fishing. Now, it’s about getting more people to discover and experience this technology.”

He added that the priority would be to build on the brand’s existing innovation while establishing a customer-focused and sustainably profitable business.

Svivlo’s reel technology is designed to make casting more controlled and reduce the risk of line tangles, with the company targeting both experienced anglers and newcomers to the sport.

The new management team plans to strengthen relationships with retailers and commercial partners while increasing the brand’s presence in selected international markets.

“We see significant opportunities in both Europe and the US,” Andersson said. “Our ambition is to combine Svivlo’s technical edge with a clear commercial strategy and long-term brand building. We are convinced that this is only the beginning.”