Fox International Ltd. Acquires Salmo

ESSEX, U.K.— Fox International Ltd is delighted to announce the acquisition of the Poland based International business of Salmo. The partnership between the two companies is designed to significantly increase its presence in the predator market. Fox Rage has rapidly established itself in the Predator market in just over 5 years and Salmo with its 25 year history is an iconic and global brand which makes them the perfect complement for each other.

The international strength of the Salmo brand was a key consideration for this transaction, as was the production facility and know how. David Algar CEO commented that “At a time when most businesses seek more and more automation, it is refreshing to see the hand crafting and attention to detail that goes into each and every Salmo lure. Watching every lure being hand tested before being packaged brought home to me why Salmo products are so highly regarded and why the Polish factory is such an important part of our plans for the future”.

Critical to the agreement is also the ongoing leadership of Piotr and Mariola Piskorski together with their very experienced management team – their expertise, especially in hard lures, is an excellent complement to the Fox business as well as boosting the strength of the combined Board of Directors.

The Salmo brand will be sold in selected countries through the Fox sales force and through key successful existing distributor arrangements. “Our initial discussions with Piotr were very productive. We quickly realised the countries where Fox is strongest are those where Salmo is probably under trading. In many countries, particularly in Nordics and Eastern Europe, Salmo has a good route to market and there’s no point changing what’s working well. We will invest heavily in stock of Salmo and intend to offer an exceptional level of customer service from our Central European Distribution Centre. We aim to despatch every order we receive before 1pm the same day and customers will also have the convenience of combining a Salmo order with their regular Fox order.”

Piotr Piskorski, President of Salmo commented. “I am very proud of our 25 years of work and that all the efforts have been noticed and so highly appreciated by FOX managers. I am also sure that by joining the FOX group Salmo will have a unique chance to increase its potential as regards to the number and value of products sold. All at Salmo are excited about our cooperation and see countless opportunities in the near future. I also hope that my personal knowledge of fish behaviour and lure fishing will help to strengthen both brands, FOX Rage and Salmo”.

The deal is planned to be completed in June and prior to Efftex when we expect to speak to all of our major customers about our ambitious plans.