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EFTTEX Countdown: famous name in apparel to make show debut

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Grundéns will be bringing its range of rugged fishing clothing to EFTTEX for the first time next month.
↑ Grundéns, with bases in Sweden and the US, is targeting Europe with its fishing apparel.

A famous name in foul weather fishing clothing will be making its bow at EFTTEX, looking to build on its success in Europe.

Grundéns has a 90-year history of providing waterproof protection to commercial fishermen working in the toughest environments across the world.

Two years ago, it launched apparel for sport fishing that is now making its way to Europe. “We are excited to introduce it in Budapest to the EFTTEX community of dealers, buyers and consumers,” said the company’s Cory Lowe.

“To working commercial fishermen our gear is one of the tools needed to do their job and bring a pay cheque home to their families. Our dealers buy into this commitment to serve the best and toughest fishermen on the water. That brand name has carried over to our sport fishing apparel.

“We also offer our customers continual product innovation and competitive pricing. Our portfolio is always evolving and improving so customers can find the latest gear on a regular basis,” added Lowe.

Lowe said that Grundéns, a regular at ICAST, the world’s largest fishing trade show, is not only looking for new dealers and sales at EFTTEX, but also creating a buzz of excitement around its booth.

That will be helped by one of its best known ambassadors, ‘Wild’ Bill Wichrowski – star of the Deadliest Catch television show that airs in the USA. He will be on its booth during the three-day event.

“He is about as authentic as it gets in both the commercial and sport fishing world and should help us garner some attention at EFTTEX,” added Lowe.

Grundéns’ US operation is based in Poulsbo, Washington, but the company is also fiercely proud of its Swedish heritage – it still has a base there in Boras. “Both Sweden and the US are our primary markets, but we also do business in the rest of Scandinavia, the UK, France, Spain and Croatia. All of our PVC rain gear is made in our own factory in Portugal so we have a strong presence there also,” said Lowe.

“The UK and Ireland have strong commercial and recreational fishing markets so we would like to expand there. Angling is also hot around the Mediterranean Sea and so countries like France, Spain and Italy first and foremost will be on our radar.”

Lowe said that Grundéns is an excellent company to partner with. “We were extremely loyal to our retailers and look for dealers that are important parts of their fishing community. Chandlers and marine suppliers are our bread and butter, but we are also looking for sport fishing, outdoor and chain retailers that are equally committed to fishing and understand how to sell premium apparel.”

Hot products on the Grundéns booth at EFTTEX will include its Deck-Boss boot and Weather Watch jacket. “The boots are brand new globally, while the jacket has been a success in the US, but has not been introduced to the EU yet,” said Lowe.


Filed In: Clothing, Fishing Jackets & Trousers, Fishing Waders & Boots, Product News