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Halco enters lure new segment with Madeye purchase

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Halco MD Ben Patrick (right) welcomes Madeye founder Jadon Wilder to the company.

Halco Tackle Company, the leading Australian manufacturer of hard-bodied lures, has entered a new segment of the market with the purchase of Madeye soft plastic lures.

The acquisition of the five-year-old Perth-based business will, says Halco, give it a ‘new direction’ and complements its existing business.

Madeye’s founder, Jadon Wilder, will become exclusive design consultant for Halco and is key to the company’s plan to introduce new models, sizes and colours into the range ‘in fairly short order’.

“Our expertise is in hard-bodied lures so to have such a good soft lure designer as Jadon is integral to our strategy,” said Ben Patrick, Managing Director of the Fremantle, Western Australia, company.

“It is a new direction for us, but a natural progression. We will continue to develop our hard baits and have simply added another option within the brand to enhance our range.

“We plan to broaden the base appeal of the product, focusing more attention on the saltwater potential and making sure we have great lures for applications that don’t suit hard bodies.”

Madeye stock has been relocated to Halco’s warehouse and Wilder will work from its new design facility in Freemantle. While a decision is not yet finalised, it seems likely that the Madeye name and identity will be retained within the Halco branding.

“The soft plastic trend has matured and is finding its level, so when the right opportunity arose, along with a talented young designer, we jumped at it,” added Patrick. “We also love the fact that Madeye has a strong local flavour about it.”

Wilder said: “I will be busy over the next 12 months or so coming up with some unique new products.”

Halco began business in 1950, making metal lures and fishing rigs. It was purchased by current owners, the Patrick family, in 1980, a move that was to propel it into a worldwide brand.

Filed In: Lures, Product News