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Shimano Europe announces more distribution network changes

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Eduardo Roldan has been appointed MD of Shimano Iberia, which will handle distribution of the company’s products in Spain and Portugal.

Shimano Europe’s efforts to establish its own distribution chain following last year’s split with Rapala have taken big steps forward this week.

On July 1st the company took over the distribution of its own brands in Switzerland and yesterday it announced that it will begin operating Shimano Iberia S.L. to serve Spain and Portugal from July 20th.

The moves are the most recent steps in Shimano’s strategy to strengthen its fishing tackle business across Europe through increased focus on direct retail relationships, an area where the company felt it had room for improvement.

With regard to Switzerland, a Shimano statement said: “With a focus on a customer-centric approach, Shimano has decided to serve fishing tackle retailers on the language split in Switzerland.”

Shimano Iberia will handle marketing, sales and distribution for Shimano, G. Loomis and Power Pro fishing tackle in both Spain and Portugal.

Eduardo Roldan will lead the business as Managing Director, supported by around 50 employees. The same subsidiary will also handle Shimano’s bike-related business in Spain.

Exclusive distribution in Spain, Portugal and Andorra was previously handled by Normark Spain S.A., a subsidiary of Rapala VMC Corporation.

Shimano’s 26-year agreement with Rapala came to an end last year. Since then the restructuring of its European distribution network has already led to changes in several other territories, including France and the Nordic region.

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