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Rok Max takes on Australian lure brand

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Rok Max will be selling the Chug Norris (top) and Emperor Cubera Popper following its agreement with Australian-based Nomad Sportfishing Adventures.
↑ The Maverick range from Nomad Sportfishing Adventures includes the Shark Mackerel (top) and the Black Pink Mackerel.

Rok Max, the e-commerce supplier of big game tackle, has finalised a deal with Nomad Sportfishing Adventures in Australia to sell its most successful lures.

Nomad, a tackle manufacturer and fishing adventures provider, develops its lures in Queensland, along with other products including rods, lines and terminal tackle and is run by Managing Director, Damon Olsen.

“Nomad produces some of the finest poppers and stick baits in the world and they have years of experience fishing for GTs, tuna and other large pelagic species,” said Allan Shephard, co-owner of UK-based Rok Max.

“The company has been on our radar for a year because of the really high quality of its products. Our customers are already showing a good level of interest in the lures and, based on the early reaction, it looks likely that the agreement could grow into something bigger involving other tackle categories.”

Rok Max also plans to open a new showroom at its premises in Berkshire, England, selling to customers who prefer to see and handle product before purchase.

The online business was founded 22 years ago, but was relaunched by new owners Shephard and Duncan Goldsmith at the beginning of this year. It is backed by legendary Formula One technical director Ross Brawn, whose teams have won nine world constructors’ championships.

The company’s strategy is to grow the business by expanding into saltwater fly fishing, popper fishing and jigging, clothing and accessories. “The opportunity is there to own this market by being different to what everyone else is doing in this sector,” added Shephard. “We want to be a global brand.”

Filed In: Lures, Product News