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Westin launches new distribution operation in France

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One of Westin’s top selling lures in France – Mike the Pike – is set to be more readily available following a change in the distribution set-up.
↑ Thomas Delebarre, Team Westin France Team Leader, says the new set-up will allow the company to better meet demand for its products.

Westin, the top Scandinavian brand for big predator fishing and the maker of the top selling Mike The Pike lure, has launched a new distribution set-up in France and will now sell direct to retailers in the country.

It plans to increase the number of agents it has in the country and is particularly keen to hear from experienced agents in the southern region.

Westin Product & Marketing Manager Thomas Sanotra told Angling International: “France, along with Germany, is the largest lure fishing country in Europe and in order to better support the increasing demand for Westin products a change was needed. With our new operation we have secured a structure that will enable us to better support the growth plans we have for the French market.

“We want to deliver the full range of our products into the market – something which has not been possible over the last three seasons.”

Sanotra added that by cutting out a link in the supply chain and saving on costs, Westin will also be able to speed up delivery and also support the sales push with extra investment in marketing.

He said: “We can easily deliver any items from the Westin range direct to French retailers using UPS, which means less waiting time in a distribution warehouse in France.

“We plan to match our successes in Scandinavia and other parts of Europe and we know that means more aggressive marketing. This new structure will mean more funds for that. We will attend at the all major wholesale and retail shows in 2016 and also investing heavily in our Team Westin France to offer better retail support.”

Team Westin France Team Leader Thomas Delebarre said: “With the implementation of the new structure in France, we have been extremely careful to choose the right ambassadors. Their experience, communication skills and engagement with Westin have been our key drivers. Our objective is clearly to emphasise our ‘magic triangle’ between agents, customers and final consumers. These synergies will allow us to better meet market demand and invest in specific product development”

The decision has immediate effect and two of Westin’s new agents in France are Frank Noirot and Laurent Goury.

Any agents interested in representing the brand in the south of the country should contact Thomas Sanotra at

Filed In: Lures, Product News