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Wiley X and Pure Fishing agree Denmark deal

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Wiley X European Vice President and Outdoor Director, Thomas Wæver (left), shakes hands with Pure Fishing Denmark Sales Director, Christen Stenild.

The Danish arm of global giant Pure Fishing has become the latest distributor of Wiley X, the leading eyewear brand.

Pure Fishing Denmark will be exclusively handing the distribution and sales of Wiley X and takes the increasing number of international distributors working with the company to over 30.

Christen Stenild, Sales Director for Pure Fishing Denmark, said: “Our group holds some of the strongest brands within the fishing market worldwide. By signing up with Wiley X we will not only be signing one of the strongest brands in the business, but also one that I believe has the strongest growth potential. It will complement our brands perfectly.”

Wiley X’s European Vice President and Outdoor Director, Thomas Wæver, said: “When appointing a distributor to what we consider our home market – Denmark – we will always be able to follow it more keenly than the rest of our distributors.

“In this case we were approached by Christen and his team at Pure Fishing. They presented a well prepared business plan to us. Their market relations and know-how is very impressive and will be of great value to Wiley X in the future. I warmly welcome Pure Fishing to the Wiley X family.”


Filed In: Clothing, Fishing Eyewear, Product News