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‘Mr Dynamite Baits’ to leave Shimano Normark UK

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Dynamite Baits – The face behind the brand, Pete Chandler, is set to leave the company.
↑ Richard Sanderson says Dynamite Baits owes Pete Chandler a 'great deal' of thanks.

Pete Chandler, for many years the face behind Dynamite Baits and instrumental in the sale of the company to Rapala in 2010, is to leave Shimano Normark UK at the end of this year.

Dynamite Baits is distributed as part of the Shimano Normark UK business, which is a wholly-owned subsidiary of Rapala VMC and which is joint shareholder with Shimano of Shimano Normark UK. .

Richard Sanderson, Managing Director of Shimano Normark UK,who describes the departure as the result of a “very amicable agreement”, made the announcement to  staff together with Chandler on Friday afternoon.

“Pete was very much Mr Dynamite and he has done an enormous amount in building the company into the force that it is today,” Sanderson told Angling International. “We owe him a great deal of thanks. However, it became clear that Pete and I were tripping over each other in terms of what we did and to be fair to Pete he recognised that.

“We are a sales and marketing company – not a manufacturing one – and Pete fully understood that also. He will do one or two bait projects for us in the future, but he is also going to take the opportunity to ease back a bit.”

In addition to Chandler’s departure, Sanderson also announced further management changes at Shimano Normark . He has appointed Adam Nurse as Group Marketing Manager. Nurse joined the company just over a year ago and was previously National Sales Manager.

Chris Levitt, Sales Manager at Fox before joining Shimano’s sales team around eight years ago, has been promoted to National Sales Manager.

“Both Adam and Chris will report to me under a much flatter structure that will benefit the business,” added Sanderson. “It also gives me the opportunity to work from a much more hands-on position.”

Sanderson hinted at changes in the company structure when he told Angling International in November that he planned to put more focus on marketing the company’s “fantastic brands.”



Filed In: Bait & Additives, Product News