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Rather Outdoors Report

Rather Outdoors has announced that it has acquired Zebco Brands (“Zebco”), the Tulsa, Oklahoma-based manufacturer of fishing rods, reels and accessories. Quantum rods and reels were included in the sale.

Zebco is a preeminent marketer of fishing tackle and outdoor gear.  Operational since 1949, it is now one of the oldest companies in the Rather Outdoors portfolio of brands.

Rather also owns Lew’s, Strike King Lures, Salmo and Fox fishing companies.

A key component of the Zebco acquisition is the strong Europe portfolio, which includes Telford, England based Preston Innovations (“Preston”), and Zebco Europe, located in Tostedt, Germany. Preston, a leading UK match fishing brand, has an established presence in coarse, carp and bait segments of the European market. Zebco Europe distributes the namesake Zebco brand, but also has a strong share of Europe’s predator fishing with Quantum, which originally launched in the United States in 1984, and is well-established in the lexicon of American and European angling. Together, the acquisition of Zebco Brands solidifies Rather’s goal of attaining a leading global position in the fishing tackle space.