Jose Jaakkola: Wake is close to full strength in the Nordic region
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Wake Fishing, the Finnish company behind the popular Jigwobbler, has sealed two deals in Sweden and Denmark to confirm its position as a major force in the Nordic lure market. It already has a deal for Norway made at EFTTEX 2010.
“We are also just a few days away from securing a deal for Iceland. Once that is done, we will have a network that includes all of Scandinavia, Iceland and of course Finland,” Wake Managing Director Jose Jaakkola told Angling International.
Both the new deals were brokered at EFTTEX in Amsterdam. Sweden’s CWC has added Wake’s soft lures to its portfolio which already includes the original hard Jigwobbler. In October Wake also agreed a deal for Denmark with distribution company 2biz. “They have taken all our lure ranges, hard, soft and Jigwobbler,” says Jaakkola. “It’s a big step. Before this deal we were not in Denmark at all.”
Norway meanwhile is covered by a deal for Jigwobbler with distribution company Seeberg.
The new deals cap a whirlwind 18 months for Wake. Jaakkola says the company is on target to more than double sales this year.
Much of the credit goes to the Jigwobbler, the hybrid which combines a jig head with a free-moving wobbler body to give it a unique swimming action. The hard Jigwobbler is currently distributed in more than 30 countries including the whole of the EU, Russia, Japan, South Africa and the USA. This year Wake introduced a soft version of the Jigwobbler to much acclaim, including being commended in the Soft Lure category at the EFTTEX Best New Product Awards.
Worldwide interest in both Jigwobblers and other Wake lures continues to grow, says Jaakkola. “Customers often contact us about the Jigwobbler but end up taking a much larger part of our range,” he says. “We actually have negotiations ongoing with distributors in about 15 more countries. Our goal is to grow our distribution network to cover over 50 countries by the end of 2012.”