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Shimano Europe MD reveals new EMEA sales and marketing plans

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Erik Naberman, Managing Director of Shimano Europe Fishing: The decision makes it possible to further strengthen the group’s fishing tackle gear business in the EMEA region.

Shimano Europe is to set up its own fishing tackle branches in Europe following the announcement earlier this year that exclusive agreements between the company and Rapala VMC Group are to be terminated*.

“This week we announced the first news on the set-up for France/Switzerland and Spain/Portugal,” said a statement from Shimano Europe’s Eindhoven headquarters in the Netherlands.

For these countries Shimano will establish dedicated fishing sales and marketing branches. To serve the customers in the Spanish and Portuguese markets a new sales office will be set up in Spain. In France a new dedicated fishing sales team will be added to the existing Shimano Bike Organization (Shimano France).

Back office functions will be shared between the fishing and bike teams. However, the front office teams will be set up with sales and marketing experts with a passion for fishing and a detailed knowledge of the fishing market.

In the short term, vacancies will be advertised for the sales and marketing manager functions in the commercial teams in the countries concerned and they will play an important role in the set-up of the new organisations.

From January 1st, 2020 the teams will be completed and trained to begin sales and direct supply to each market from July 2020 onwards.

“This decision makes it possible for Shimano to further strengthen its fishing tackle gear business in the EMEA region,” explained Erik Naberman, Managing Director of Shimano Europe Fishing.

“An international team, with colleagues from our headquarters in Japan, Shimano Europe and our national sales offices, has been created to form the best possible set-up. Important decisions are to be made during the months to come as we target serving the fishing retail market with the best conditions, including warranty and repair services. The world is changing and direct support of retail next to building brand value towards consumers is key.”

*Affected countries: Phase 1, July 1st, 2020: Spain and Portugal, France and Switzerland. Phase 2, October 1st 2020: Denmark, Norway and Iceland, Sweden, Finland, Estonia, Lithuania, Latvia, South Africa.

Rapala will continue to be the exclusive distributor of all Shimano fishing tackle brands in the markets concerned until these dates.

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