Otter/Rapala Partnership

[Walleye Guy]

Rapala®, the world’s most successful fishing lure and Otter Outdoors, ice fishing industry leader and manufacturer of the highest grade portable ice fishing sleds and shelters on the globe, have formed a strategic partnership.

The agreement, which will formally begin April 1, 2013, forms a mutually beneficial sales, marketing and distribution partnership that will augment and empower the newly formed Ice Force™ ice fishing brand, uniting industry powerhouses Rapala, Sufix, StrikeMaster, MarCum Technologies, and Otter Outdoors.

In the partnership, Otter maintains all responsibility for product development, production and customer service. Rapala assumes all sales, marketing and distribution rights of Otter Outdoors products.

“Otter has been a marketing partner with Strikemaster and Marcum for many years,” stated Otter Outdoors president Brian Evenson. “Continuing and expanding upon these partnerships with a celebrated company like Rapala is a natural. This potent alliance allows us to concentrate on Otter’s strength of superior product development while leveraging Rapala’s renowned talent in sales, marketing and distribution. We’re extremely excited to be able to maintain ‘business as usual’ at Otter, while benefitting from Rapala’s legendary influence in the sportfishing arena.”

“Otter has long been the undisputed leader in the development of the highest quality, innovative portable ice fishing sleds and shelters in the business,” says Tom Mackin, president of Rapala USA. “When we first sought a shelter partner for Ice Force, feedback among our industry insiders was unanimous: Otter simply makes the finest gear in its category. This partnership allows us to provide anglers with an even greater blend of leading-edge products, both for open water and ice fishing.

Evenson adds: “From a consumer perspective, each of our brands will retain their autonomy, while presenting distributors and dealers with a powerhouse purchasing option that can meet most of their key product needs through one simple distribution network.”

Otter Outdoors, manufacturer of the popular Otter Fish House and Otter Sled, remains committed to building the highest quality innovative ice fishing equipment in the industry. Otter’s ultra durable Pro and Wild Sleds are used and abused by more ice anglers than any other brand. A full range of portable shelters, from the toasty warm Xtreme Thermal PRO Series to the perennially popular Thermal Top Wild Series in Cabin, Cottage and Lodge models provide frozen water fishermen with the ultimate in comfort, portability and organization on ice.

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.

[BartmanMN]

May as well just have my Direct deposit changed over to Rapala's account for the Winter months. haha

[Finlander]

Wow! Whats next?

[tsande00]

A coincidence that Rapala has teamed up with the best of each from every ice fishing category? (Strikemaster, Marcum, Otter) Me thinks not.

[Eric_Kruger]

I dont like this one bit!

[CaptainMusky]

Its a partnership not an ownership. How could this be bad? Rapala already did this with Marcum this should benefit otter greatly utilizing rapalas distribution channels.

[Shorelunch]

Well, this agreement basically vies Rapala vs "Ice Team" for the battle of distribution and shelf space. Will be interesting to see who wins and loses in the the retailer wars and marketing, pro staff, TV shows, etc.

The only independents left in the industry are really too small to matter and have to rely on bait shops, smaller retailers or leverage everything and hope a distribution/marketing rep firm agreement pays dividends and they get shelf space at a larger chain. If they succeed, what will happen? Get purchased by Pure Fishing, Lindy or Rapala.

[CJH]

Well, this agreement basically vies Rapala vs "Ice Team" for the battle of distribution and shelf space. Will be interesting to see who wins and loses in the the retailer wars and marketing, pro staff, TV shows, etc.

The only independents left in the industry are really too small to matter and have to rely on bait shops, smaller retailers or leverage everything and hope a distribution/marketing rep firm agreement pays dividends and they get shelf space at a larger chain. If they succeed, what will happen? Get purchased by Pure Fishing, Lindy or Rapala.

Is Frabil tied up with anybody? Seems like it would be a good match with HumminBird.

[DTro]

I'm curious....

Will we be seeing Rapala Augers and Rapala Portables next year? Does the branding stay the same. I have no idea and was just wondering. Seems like it would be a good idea to keep the well known names attached to the items.

[mainbutter]

Rapala and all its various partners or outright purchased brands have all kept the original branding so far.

Storm, VMC, Sufix, Luhr-Jensen, the new interest in ice fishing brands, and I'm sure I'm forgetting a few.. If those don't have 'Rapala' branding on them, I don't think that Otter stuff will either.

[Eric_Kruger]

Rapala already ran houses and augers in canada last winter... so its a very good possibility

[Shorelunch]

I'm curious....

Will we be seeing Rapala Augers and Rapala Portables next year? Does the branding stay the same. I have no idea and was just wondering. Seems like it would be a good idea to keep the well known names attached to the items.

Great question. Depends on where they see market growth. If they see the ice fishing market expanding beyond a niche and brand aware market, they may go with the Rapala name. If they don't see too much growth in the market, they may go with the names as is. However, why would they buy brands with no growth expected?

[mainbutter]

There is a difference between buying (like they did with strikemaster) and partnering.

Monster Energy has a partnership with Coca Cola, but as far as I understand it's more just a mutual marketing/distributing partnership. You're not seeing "Coca Cola Energy" on the can.

I think that they see an untapped market, one where if they play their cards right, there will be growth, but I think it's expected that there won't be substantial growth without substantial effort.