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Mustad signs distribution deal with Zebco Europe

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Mustad’s Vice President of Sales & Marketing Atle Håkonsen (left) and Frerk Petersen, Director of European Marketing & Product Development at Zebco Europe, shake on the deal.

Mustad, the giant hook company that changed ownership late last year, has signed a deal with Zebco Europe for the distribution of its products in Germany.

The Norwegian company’s portfolio of hooks and accessories will also be available from Zebco Europe in other countries including Switzerland and Austria.

“I am confident that this new co-operation will give us a great boost in the German market, not only in volume but also in terms of creative marketing and product development for the Central European market, ” said Mustad’s Vice President of Sales and Marketing Atle Håkonsen .

“When looking through Zebco Europe’s portfolio I found an impressive range of high-end products that match our famous hooks perfectly. We are very happy with this new development.”

Frerk Petersen, Director of European Marketing and Product Development for Zebco Europe, commented: “We are particularly pleased that we have been able to join forces with the world’s largest hook manufacturer. It is a natural progression to finally integrate a hook brand into our portfolio of global brands – Browning, Fin-Nor, Quantum, Rhino, Van Staal and Zebco.

“Mustad offers us an enormous product range from which we have been able to assemble a large selection for European requirements. We are currently preparing our warehouse to ensure optimal delivery capacity from January.”

Mustad was purchased in late 2011 by Norwegian investment company NLI Utvikling, a deal which surprised many in the angling industry after both Pure Fishing and Rapala had been reported as being interested in the acquisition of the hook manufacturer.

NLI Utvikling is headed by well-known Norwegian entrepreneur Borre Nordheim-Larsen, who has a reputation for acquiring companies in financially demanding situations.


Filed In: Global Angling News, Product News, Terminal Tackle