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Guideline to sell Einarsson fly reels in eight countries

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Einarsson’s range of fly reels will be sold in eight countries by Scandinavian brand Guideline.
↑ Thomas Carlsson, Managing Director of Guideline: "An Einarsson reel is built like a fine Swiss watch."

Scandinavian fly fishing brand Guideline has become the exclusive distributor of Einarsson fly reels in eight countries.

Guideline will handle sales in Denmark, Norway, Sweden, Finland, Spain, France, Russia, the UK and Ireland and sees the partnership as strengthening its position in the premium market segment.

Thomas Carlsson, Managing Director of Guideline, said Einarsson products will complement his company’s own range of reels.

“We provide the market mainly with our own brands and products, but we also appreciate new and innovative tackle that adds extra benefit for fly fishermen,” he told Angling International. “An Einarsson reel is built like a fine Swiss watch and will strengthen our high-end portfolio.

“We like to be long term in what we do and partnerships need to make sense for both parties. It’s all about getting good products into the hands of fishermen.

“The situation with Einarsson strengthens the assortment we offer retailers and improves customer service for the end user. It’s a win-win. Guideline is already well established in the shops and we can now make more products available through our effective sales, logistics and customer service.”

Einarsson’s Invictus reels are highly regarded for their SAB (shock absorbing brake) systems, tight tolerances and high quality production. The Plus range is known for its sturdy, lightweight construction. Both models are made in Iceland. Products will be in the shops from mid May, says Guideline.

Earlier this year company owner, Steingrimur Einarsson, appointed Californian-based Aqua Flies to make its reels available to US fly-fishing dealers.

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