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Mustad unveils global website with e-commerce platform

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Mustad Fishing has launched a global website which includes an e-commerce platform.

Norwegian hook giant Mustad Fishing has launched a global website targeted directly at the consumer, which includes a webshop.

The company’s CEO, John Are Lindstad, told Angling International that the site, which was launched at the end of last month, is part of its ongoing programme of communicating more directly with the end user through social media platforms including Facebook and Instagram.

“The basic intention of launching a new website is to have a completely new communication platform. We need to be talking more directly to end users to be relevant – that is a hard fact.

“We want to develop our company and brands using the website as the main platform. We are at the beginning of a journey in transforming Mustad from being product orientated to consumer focused. Using digital technology will be one of our main tools for this.

“Our main goal is to inspire people to fish, but we also need to consider the fact that more and more consumers want to shop online.”

Going direct to consumers is a thorny issue within the industry, but Lindstad believes it is a natural path for manufacturers and one that can benefit traditional retail outlets.

He said: “Most buying processes start with an online search. Every retailer, distributor or online platform wants companies to build their brand and create demand through communication and marketing. Having a professional online platform will push traffic to all these channels.

“It is a fact that more and more people want to shop online. The main driver for this is convenience and it is our belief that we will not serve anyone if we don’t do this now,” he added, pointing out that the webshop will use the recommended retail price for its products.

Currently only available in the US, the webshop will be rolled out in China next, followed by Europe, the Middle East and Asia.

Lindstad added: “The website is only the start. We will continue to work on developing this platform and to building up the digital team internally.”


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