Marcum and Rapala partnership

[BartmanMN]

Interesting news.

Rapala, the world’s favorite fishing lure and Versa Electronics, the owner of MarCum Technologies and Showdown brands, industry-leading fishing sonar and underwater viewing systems, have formed a strategic manufacturing and exclusive distribution partnership.

Under the agreement, the two well-known Minnesota-based companies, Rapala and Marcum, will combine forces in a shoulder to shoulder partnership. Marcum is a respected manufacturer of world class fishing electronics and is known for their innovation and high quality products. Rapala is the world leader in sales, marketing and distribution of leading fishing brands.

In the partnership, Marcum will maintain all responsibility for product development, production and customer service. Rapala will take over all sales, marketing and distribution, effective April 2, 2012.

“MarCum’s products are cutting edge and of outstanding quality, in a class of their own,” said Tom Mackin, president of Rapala USA. “We’re excited to provide anglers with top-of-the-line technology products for both open water and ice fishing. Together, we will become an unbeatable resource for our customers in the trade and for anglers around the world.”

“Rapala products and the Rapala brand are truly unmatched,” said Versa CEO, Kevin Johnsrud. “We are thrilled to combine efforts and provide anglers with a product offering that is unrivaled.”

MarCum Technologies – the fastest-growing company in sonar technology – is devoted to offering angling innovations including sonar flashers and digital fish finders, underwater cameras and more. With products made primarily in the USA, its latest offering, the LX-7 Sonar System, is a radically groundbreaking system that features over a decade of advanced sonar design, with multiple industry-exclusive features.

Rapala was unofficially founded in 1936 when Lauri Rapala invented the Rapala fishing lure. Rapala has grown from humble beginnings to become a market leader in the fishing tackle industry.

The Rapala brand’s functionality and high quality are known by fishermen around the world. Rapala maintains its strict standards of craftsmanship while delivering its fishing products to anglers in more than 130 countries.

Versa Electronics, in operation for over 50 years, acquired the MarCum and Showdown brands in 2009. Versa has been responsible for the manufacture of MarCum products since 2006, and with the introduction of the latest digital sonar product, has demonstrated its commitment to continuing innovation and growth in fishing electronics.

[bbfenatic]

Looks to me like the Marcum name will go away. Not sure of the synergies or maybe we will see a camera on a lure (haha).

[CJH]

Seems like a good alliance to me, should make them stronger. Not sure if they will keep the name or not, depends on if they think it is a strong enough brand to stand on its own. Johnson Outdoors owns Humminbird, Minnkota, and several other brands, and has kept the names.

Que a Marcum open water sonar in about 18 months. (yes I am guessing here)

[MN Mike]

WOW..... sounds like a great deal for both companies.

Mike

[herefish101]

I love it! Two of my favorite brands gettin together.

[Werewolf]

Sounds like Marcum needs cash...