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Wave relocation will take brand to ‘next level’

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Wave Fishing has relocated to Plano in a move designed to take the lure brand to the ‘next level’.

US lure brand Wave Fishing has relocated from Lake Fork, Texas, its home for the past 13 years, to Plano, north of Dallas. Company President Paul Whitman Jr. has also announced that the company will no longer offer walk-in retail sales.

Whitman told Angling International that the decision to move some 80 miles west was driven by logistics and expedited turnaround times.

“We want to take Wave to the next level and this is the best way to do it,” he said. “We were in a rural area where distribution was sometimes slower. The new location will benefit our customers. Our location has changed but our tradition of and commitment to producing high quality plastic baits is the same.

Whitman restructured his business in 2008, making a ‘tough call’ to pull out of all major big box accounts and distributors and deciding to sell to dealer direct to offer better margins.

“Walk-in traffic was significant for many years, but as we continue to ramp back up after the restructure it got tough to handle,” he explained. “It was never the intention to do retail walk-in sales, but local dealers could not carry everything we made and they knew we were right there at the lake.

“The aim now is to incentivise our dealers to stock and sell our products. The decision to stop walk-in retail sales will hopefully help them in a big way. I want to grow back into the dealers. All our sales and distribution will be through or the local dealer.

“We have reduced the number of styles and colours we carry, which is long overdue. I am excited about the future and about layering in new products when it makes sense to do so. In the meantime, we will focus on adding new accounts and recreating the buzz we had going for so many years.”


Filed In: Lures, Product News