Rapala as an investment

Business model

Rapala is the world’s leading manufacturer and seller of fishing lures, treble hooks, fishing accessories and filleting knives. Most of our revenue comes from the sale of our own products and less than 10% from the distribution of third-party products.

Own production and supply chain

We manufacture most of our own products, including lures, hooks, ice augers, knives, skis and baits. Our factories are responsible for sourcing their own materials, and for our own products, we manage the entire value chain before the products are sold to retailers. These products provide us with brand, distribution and manufacturing margins.

The rest of our own products are subcontracted, mainly from Asia. For these products, we receive both brand and distribution margins, but no manufacturing margin. These products include, e.g., accessories, metal lures, some soft plastic lures and 13 Fishing brand products.

For third-party products, we do not own the brand and these products are sourced from manufacturers and we only receive a distribution margin on their sales.