Millerods expands into production rods and eyes Europe
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Australian custom rod builder, Millerods, has expanded its operation into production rods and has begun exporting to Europe.
And with Carl Jocumsen, a Millerods-sponsored angler, becoming the first Australian to ever claim a Bassmaster Elite title last weekend, the move could not have been better timed.
Millerods, located in Ulladulla on the coast of NSW south of Sydney, was founded by Ian Miller, who has been designing rods for numerous brands – most notably Shimano – for more than 30 years.
“Re-designing my rods for the production format has given me the opportunity to improve them,” says Miller, a successful competition angler.
Miller works closely with Aku Valta, formerly Managing Director of Rapala’s Australian operation and now Director of Chikara Works, a consultancy for sports and fishing businesses.
Millerods has long been the go-to brand in Australian sportfishing. “The point of difference is that none of the models are designed for price point, but rather to excel in specific applications,” said Valta.
“Now we’ve added a production range to Ian’s classic custom designs and we believe they are some of the finest ever mass produced rods. The range maintains the performance and quality of the custom rods, while making them more obtainable.
“We initially launched a range of production rods to around 40 selected domestic retail partners. Now we are expanding that to export customers. It’s a joy for us to bring these unique rods within reach of more fishermen.”
Millerods has begun exporting to Finland, Sweden, France and Mexico, with more markets to come. Rods designed in collaboration with Jocumsen are already available in the US through Tackle Warehouse as the company seeks to establish itself in the bass market.
Now Jocumsen’s achievement has thrown further limelight on the company’s ambitions. “Demand has gone through the roof since Carl’s win,” added Valta.
Jocumsen’s victory on Oklahoma’s Tenkiller Lake came on his 35th birthday and only two weeks before his wedding. “The timing was beyond anything I could have imagined,” he said.