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Sert owner to introduce new acquisition at EFTTEX

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French fly fishing brand, Mouches de Charette, has been acquired by the Rivolier group, owner of SERT.

Rivolier – the owner of SERT – will debut its new acquisition at EFTTEX.

The group has expanded its product offer with the acquisition of fly fishing brand, Mouches de Charette.

The move represents what Rivolier describes as a ‘serious opportunity’ for the fishing arm of the French-based group to add a new range of products to its portfolio and consolidate its position as a European leader in the fishing accessories b2b distribution sector.

“Our fishing division, with SERT, has a strong brand-orientated strategy and ambitions towards export markets and international growth,” said Rivolier President, Arnaud Van Robias. “The acquisition of Mouches de Charette is an extension of these targets. It is a distributor of well-known brands that include JMC, Sparrow, Cortland and Tiemco and also has good international potential as fly fishing is a global market.”

The Mouches de Charette team is led by Andrew Ayer and Emmanuel Vialle, who both have a strong background in the industry, and is backed by many experienced fly fishermen, including a recent world champion and the French national team.

The diversification of Rivolier’s Outdoor sector started in 2011 when it acquired Bordeaux-based SERT and continued with the purchase of Garbolino a year later.

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