Investors breathe new life into top Serbian lure brand
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The most famous metal lure brand in Serbia has reemerged more than a decade after production stopped. The new owners of the GRBA brand have already re-started distribution in Serbia and have picked up customers as far away as Russia, Spain and Canada.
GRBA is famous in Serbia for being a metal spoon with a unique shape which causes specific vibrations in the water. It is renowned for having a very particular motion from side to side and up and down which mimics the action of a wounded baitfish.
What makes the brand’s rebirth more remarkable is that it is being driven by a parent company with no previous experience in the angling business. New owner Dikom is an importer of cars, motorcycles and vehicle parts into Serbia. Owner Dragan Ilic bought the GRBA brand and production facilities two years ago and has since employed his sons Goran and Milos, graduates in engineering and economics, to develop the business.
Dikom has invested heavily in modern tooling and its own galvanic coating processes to enable it to control all parts of the production process and keep costs competitive. It is now able to produce 50,000 high quality lures per month from its factory in Backa Palanka, Novi Sad.
Says Goran Ilic, the company’s Sales Manager: “We bought the brand because of our interest in fishing. We have spent time re-fitting the factory with modern tools that can deliver the highest quality end products. Now we are ready to service customers all over the world.”
He added: “GRBA was always famous for its quality but we are bringing it back with lures that are better than before. Wholesalers in Serbia were delighted to hear what we are doing. They told us we had a powerful brand and were doing the right thing by bringing it back with higher quality products.”
Goran added that Scandinavia, Germany and the USA are on the company’s target list of territories. More details can be found at http://dikom.rs