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Westin makes debut at Australian show with JML

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Westin Sales Manager, Thorbjørn Galtt-Møller (right) shakes hands with JML Founder, Tony Shao, watched by his brother, Jack Shao

Westin products made an instant impact ‘Down Under’ when they made their debut at the Australian Fishing Tackle Association (AFTA) show.

Following an agreement reached with distributor, JML Pty, at EFTTEX to sell its brand in Australia, Westin shared a booth at the AFTA show and received encouraging comments from visitors.

Founder of JML, Tony Shao, told Angling International: “We were able to demonstrate the unique swimming actions of the Westin lures in a tank and we had a lot of customers coming back for a second look. There are a lot of products that shops here have interest in.

“We are really excited about this opportunity to promote Westin and will use our 12 years of experience to build the brand in Australia. We are looking forward to seeing a variety of our indigenous species being caught on its lures.

“Westin will be the perfect complement to the Ecogear brands we established here 10 years ago. Both are high quality and innovative products.

“Even though we are on different sides of the world, we expect a lot of communication on product development, promotions and sales strategy.”

Westin Sales Manager, Thorbjørn Galtt-Møller, said: “We have been looking at Australia as a potential market for a long time, but getting the right partner was very important to us. We always look for companies that have a strong passion for the sport and they must also share the same values regarding quality, branding and long-term thinking as we do.

“They must also have to have a strong understanding of the market, combined with good distribution. JML has it all and has also proved how a strong collaboration with the Australian dealers can grow a high quality brand such as Ecogear.

“We got a lot of positive feedback at the AFTA show. Our lures and rods are different, but the shops and anglers we are targeting all understand what a good swimming action is and how a well-built rod should perform. We are not looking to serve the mass market and a lot of Australian retailers appreciated our slightly different approach to the market.

“The Platypus and all the Teez variations should go down well there. Actually both JML and I were surprised at how many different and good ideas we received from people on how to fish the lures – not to mention the species they would be good for. This tells me that a lot of anglers are ready to experiment with new lures.”

Galtt-Møller added that Westin is targeting a limited amount of dealers in Australia. “We are looking for those who are selling products to more advanced anglers and who provide a high service, can guide their clients and also provide constructive feedback.”

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