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New Pure Fishing owner starts to make its mark

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Neil Eibeler, has replaced John Doerr as CEO of Pure Fishing. He has been with Newell for 16 years.

Neil Eibeler, who has replaced John Doerr as the CEO of Pure Fishing, has strong management credentials going back 16 years with Newell Brands, the tackle company’s owner.

He has been President of Irwin Tools since 2001, President of Rubbermaid Commercial Products (RCP) since 2010 and his role as President of Professional Segements for the last 20 months carries responsibility for global businesses including Lenox, Hilmore, Rubbermaid Commercial and Irwin.

Prior to that, Eibeler was Vice President at Krups Appliances for four years and spent 13 years as a director at Black and Decker. credits Eibeler with being responsible for continuing RCP’s successful track record of taking innovative solutions to industry while building an organisational culture consistent with Newell Rubbermaid’s vision and values.

Pure Fishing, headquartered in Columbia, South Carolina, is the world’s biggest manufacturer of fishing tackle, with an unparalleled portfolio of brands including Berkley, Abu Garcia, Penn and Shakespeare. Its oldest brand, Hodgman, dates back to 1838.

The industry juggernaut changed hands in December 2015 when then owner, the Jarden Corporation, was acquired by Newell for a reported $13 billion.

The outgoing John Doerr was appointed CEO in 2009 and has overseen two major acquisitions, the launch of a South African subsidiary, the company’s relocation and the opening of a new distribution facility. He joined Pure Fishing in 2006 after working with companies including Cobra Golf, Bell Sports and the Cannondale Bicycle Company.

Doerr is credited with stabilising and moving the business forward after the brief tenure of previous CEO Terry Carlson. Doerr will leave Pure Fishing at the end of June following a hand-over period.

A year ago Mike Polk, CEO of Newell Brands, announced that it intended to sell off some of Jarden’s product lines, but singled out Pure Fishing as one of its most promising sporting brands.

Describing the tackle manufacturer as having amazing potential, he added: “It is a great business and the Pure Fishing team is really adept at driving consumption.”

However, it appears clear that the business is undergoing significant restructuring, a process which includes Europe. Staff at the Marignier office in France are currently engaged in the consultation process.

A company statement reads: “After careful evaluation, Pure Fishing has begun exploring the possibility of closing our offices in Marignier due to under-utilisation in recent years. No matter what is decided, we are always committed to treating our employees fairly and with dignity.”

Elsewhere, Pure Fishing’s Russian and Baltic businesses will now report directly to the experienced Antti Isoniemi, who is the company’s Country Manager for Finland.

Filed In: Product News