Rapala as an investment
Market
Our largest and most important market is North America, which accounts for an estimated half of our revenue. In North America, where fishing is one of the most popular outdoor sports, our market position is very strong, especially in lures. In North America, revenue comes almost entirely from our own products.
Our second largest market is the Rest of Europe, which includes all European countries outside the Nordic region. The most significant countries are France and Spain.
The Rest of the World has historically accounted for around 10% of the company's revenue. The Rest of the World is geographically fragmented and includes business in Asia, South America and Africa.
Distribution of net sales 2023
The sport fishing market is defensive in relation to economic cycles
The sport fishing sector is very defensive, and the general economic situation only has limited effects on total sales. The defensive nature of the market is particularly pronounced in the case of lures, lines, hooks, etc., since they are consumables. An indication of defensiveness is that Rapala’s revenue developed steadily during the financial crisis.
