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Shimano Europe will take direct control in Switzerland this week

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Shimano Europe will take on the distribution of Shimano brands in Switzerland.

Shimano Europe will take over the distribution of Shimano brands in Switzerland from Rapala VMC from July 1st.

The move, announced this afternoon, is the next phase in Shimano’s strategy to handle its own distribution since it split from its 26-year collaboration with Rapala last year. 

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

Retailers can register here

The decision on Switzerland is the latest step in Shimano’s strategy to increase focus on retail relationships, an area the company felt it had room for improvement.

The company’s plan will see a restructuring of its network across much of Europe. Changes have already been actioned in several territories, including France, Spain, Portugal and the Nordic region.

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