We’re the world’s leading fishing tackle company and the global market leader in lures, treble hooks, and fishing-related knives and tools
We’d like to think it’s all because of our fantastically fish-catching products, but of course, there’s more to it. Our strategy is built on our strong brand portfolio, manufacturing capability, sourcing platforms, research and development knowledge, a broad sales network, and a strong local presence around the world.
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Why Rapala?
Market
Angling is a sport that lives with the seasons, with the summer season being the most active for the sport. Rapala VMC’s broad product portfolio and global presence help mitigate these seasonal changes, as our portfolio covers products for all seasons, and operating on both hemispheres ensure the season is always on.
Strategy
The Rapala Group’s strategy is based on innovation, modern product design, and sustainable fishing tackle products. Our PD plays a central role in producing exciting cutting-edge products that deliver confidence to demanding anglers worldwide. Through its ambitious goals, our company-wide sustainability strategy helps us take a pioneering role in sustainable fishing tackle manufacturing.
Business model
Our business is driven by our products, with hard baits, reels, rods, and local categories, such as skiing, ice fishing, and carp fishing, in a central role. In hard baits, Rapala is the global market leader in hard-bodied lures. All Rapala lures come equipped with hooks provided by VMC, the world’s leading treble hook manufacturer and distributor.
