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PRADCO Outdoor Brands adds Norman Lures to portfolio

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Norman Lures owners, Dick Nethers (left) and Holly Nethers, will be working as consultants with PRADCO-Fishing VP and General Manager, Bruce Stanton.

PRADCO Outdoor Brands, one of North America’s leading manufacturers of fishing and hunting brands, has acquired the legendary Norman Lures.

Dick and Holly Nethers have owned Norman for the last 18 years and will remain involved in a consulting capacity. Under their leadership, Norman has continued a legacy of innovation and development with fishing lures and colours.

Founder Bill Norman’s creations, first sold in the 1960s, are still being sold and used to catch fish today, including the DD22 and Deep Little N, which continue to be standards in deep-diving crankbaits.

Dick Nethers said: “I guess there comes a time in everyone’s life when you look forward to retiring. That being said, when you are so personally connected to all the people that have been part of your business it is hard to let go.

“My wife and I think of Norman Lures like a child and as its parents we want the best possible home for our family. We truly believe PRADCO will take Norman to the next level of technological advances and personal customer service. When Bill Norman started his lure building career over 50 years ago, he began at PRADCO – so in a way it’s like coming home.”

PRADCO Fishing Division’s Brand Manager, Chad Warner, will manage the Norman Lures business.

“We definitely see an upside in the Norman Lures brand,” said Bruce Stanton, Vice President and General Manager of PRADCO-Fishing. “We feel its strength in deep-diving crankbaits helps complement our existing brand and product portfolio. While freshwater bass markets in the southeastern and southwestern region of the US are the focus of Norman’s product set, we also see opportunities in key international markets.”

Norman Lures will now be sold and represented by PRADCO Outdoor Brands Sales Group and shipped to customers alongside POB’s entire portfolio from its distribution centre in Calera, Alabama.

“We are delighted to add Norman Lures to PRADCO Fishing’s range of iconic brands and look forward to continuing the Norman legacy of producing innovative baits and exciting colour combinations,” said Robert Schoenvogel, PRADCO Outdoor Brands President. “Our goal here is to grow aggressively by leveraging our recently enhanced sales, marketing and distribution capabilities.

“We continue to invest heavily in new product development and enjoy organic growth across all our brands, but acquisitions are an important part of our growth strategy.

“Norman Lures is a great fit for PRADCO and I am confident that our mutual customers will be very pleased with the investment and support we have planned for the future of Norman Lures.”

PRADCO will be offering Norman Lures’ most popular baits, including the DD22 and the N Series of crankbaits. Norman is also famous for its innovative ‘Get Coat’ finishes that incorporate heavy glitter and coatings to make an extremely reflective, beautiful and chip-resistant seal that many fishermen consider tackle box essentials.

Filed In: Hard Lures, Product News