Pure Fishing Acquires Savage Gear And Other Svendsen Sport Brands - The Fisherman

Pure Fishing Acquires Savage Gear And Other Svendsen Sport Brands

Pure Fishing – the world’s largest fishing tackle company – announced on February 2 that it had grown even larger through their acquisition of Svendsen Sport, a leading supplier of fishing tackle in Europe and owner of leading brands like Savage Gear, Prologic, MadCat, WaterWolf and DAM.

In a press release out of their Columbia, SC headquarters, Pure Fishing said that the purchase of Svendsen Sport further strengthens the company’s position as a global powerhouse in the growing recreational fishing industry. It’s the fourth strategic acquisition for Pure Fishing in three years under the ownership of private equity firm Sycamore Partners.

“We are proud to add Svendsen Sport, its portfolio of exciting growth brands and its talented people to our team at Pure Fishing,” said Pure Fishing Chief Executive Officer Harlan Kent. “The sport of fishing continues to see strong growth around the world and the acquisition of a company with a proven track record of innovation and brand-building gives us complementary capabilities to position our business for continued success as a global leader in fishing.”

Through its acquisition of the Svendsen Sport business, Pure Fishing will obtain leading brands including Savage Gear, Prologic, MadCat, WaterWolf, and DAM, while also adding over 180 people to the team in Europe.  Other popular brands under the Pure Fishing umbrella of fishing goodies include Abu Garcia, All Star, Berkley, Fenwick, Fin-Nor, Frabill, Greys, Hardy, Hodgman, Hooker Reels, Johnson, JRC, Mitchell, PENN, Pflueger, Plano, Sebile, Shakespeare, SpiderWire, Stren, Ugly Stik, and Van Staal.