Wildflower Takes on Fishing Brand

The Wildflower Group will spearhead a new licensing and merchandising program for Rapala, the world’s leading manufacturer of fishing-related products.

Well known for its Original Floater, the world’s best-selling lure, Rapala’s family of brands includes Blue Fox, Ice Force, Luhr-Jensen, MarCum Technologies, Storm, Sufix, StrikeMaster, Trigger X, Terminator, VMC and Williamson. 

The Wildflower Group is actively seeking licensing partners for Rapala and its brands, focusing on the lifestyle category (including apparel), outdoor gear, accessories, automotive, tools, utilities, cookware, food, health and beauty and publishing.

 “We are very excited to work with Rapala, the recognized leader in the world of fishing gear and accessories,” says Michael Carlisle, principal, The Wildflower Group. “Our comprehensive brand expansion program will capitalize on the cachet of the Rapala name with products that celebrate and extend the unique qualities of each of the company’s 13 brands, paving the way for a whole new base of consumers, to include sports and outdoors enthusiasts and beyond.”