Many believed that the purchase of Dynamite Baits by Rapala was the first step to divorce for the two organisations. This was far from the truth and behind the scenes the relationship was becoming stronger.
As of 1500hrs on 16th June Shimano & Rapala decided to open a 50/50 joint venture operation in the UK. This joint venture – Shimano Normark UK – will offer arguably the strongest product portfolio in the UK market including, Shimano, Rapala, Power Pro, Sufix, Dynamite, G.Loomis, Storm etc.
Shimano Normark UK will be a unique operation, able to service the market via its field sales, telesales & online ordering system and supported by strong logistic operations in both Holland & the UK. Following Rapala’s acquisition of ACE, Shimano & Rapala agreed to develop a wider range of carp accessories and match terminal tackle under the ACE, Shimano & Tribal brands. Max Cottis, who recently became an employee of Rapala Group will also be supporting the operation with his extensive R&D knowledge & experience.
Shimano Normark UK will be a sales/marketing operation and will continue to receive support for R&D from its headquarters in Holland and Finland. Dynamite Baits will become a production and logistic unit, focussed 100% on production, delivery and export sales.
Shimano Normark UK is now the 6th joint venture between Shimano & Rapala, following other successful operations in Russia, Ukraine, Czech Republic, Hungary & Romania.
Craig Brew will take on the role of Managing Director and Pete Chandler has been appointed Sales, Marketing & R&D Director of the operation. The current Shimano office will be responsible for planning & control functions of the organisation, with the Nottingham base focussed on Sales, Marketing & R&D.
This agreement will become effective at 1st September 2011.