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Shimano Europe and Rapala to end many distribution agreements

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Shimano and Rapala VMC Corporation have agreed to end many of their distribution agreements.

Exclusive distribution agreements between Shimano Europe and Rapala VMC in Europe and South Africa are to come to an end in 2020.

The powerhouse manufacturers announced today that they are to set up their own distribution channels in certain countries in the two regions.

Following an agreed notice period, Shimano will go its own way with the marketing, sales and distribution of the Shimano, G. Loomis and Power Pro brands.

The distribution partnership between Rapala and Shimano remains unchanged in Russia and other East European joint-venture countries.

The countries and Rapala VMC companies affected will be: Spain and Portugal (Normark Spain SA), France and Switzerland (Normark France SAS), Denmark (Normark Denmark A/S), Norway and Iceland (Normark Norway AS), Sweden (Normark Scandinavia AB), Finland (Normark Suomi Oy), Estonia (Normark Eesti OU), Lithuania (UAB Normark), Latvia (Normark Latvia SIA) and South Africa (Rapala VMC South Africa Distributors Pty Ltd)

The notice period for Spain, Portugal, France and Switzerland ends on July 1st, 2020, and for all other affected countries on October 1st, 2020.

Until then, Rapala will continue to be the exclusive distributor of all Shimano fishing brands in the markets concerned. Shimano will simultaneously hand over the distribution of Rapala brands in Germany, Italy, Turkey, the UK and the Benelux countries.

“This move is necessary for Shimano to further strengthen its fishing tackle business in Europe and South Africa,” said Marc van Rooij, President of Shimano Europe B.V. “For each country Shimano is studying future business set-ups so as to serve the retail market with the best conditions, including warranty and repair services.”

Jussi Ristimaki, President and CEO of Rapala VMC Corporation, commented: “We have been partners with Shimano for a long period, but the world is changing and it has been agreed by Shimano and Rapala that in these countries referred to above it is better for both countries to control their own destinies and give more focus on their own brands in the largest European markets.

“Our partnership with Shimano will continue in the jointly-owned East European distribution companies.”


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