Rapala VMC and Okuma agree Australian distribution deal
The giant Rapala VMC Corporation is to distribute Okuma Fishing Tackle rods and reels in Australia, with effect from February 1st, 2026.
The addition of Okuma is said to strengthen Rapala Australia’s overall offering and expands its ability to serve anglers across all fishing situations and environment, from freshwater to saltwater, and from inshore to offshore applications.
This agreement marks a strategic expansion of Rapala Australia’s product portfolio, supporting a more complete range across key fishing categories and enhancing service for retail partners and anglers nationwide.
With Okuma’s rods and reels complementing Rapala Australia’s existing brands, the combined portfolio is positioned to meet the needs of a broad range of Australian fishing styles, target species, and conditions.
The partnership also reinforces the broader global cooperation between Okuma – which is celebrating its 40th birthday this year – and Rapala VMC, strengthening alignment across the portfolio and supporting continued collaboration in delivering innovative, high-performing tackle solutions to anglers.
Okuma Fishing Tackle chairman and founder Charles Chang explained: “The highly dynamic and knowledgeable Rapala Team Australia under Tim Morgan’s leadership have convinced us that this was the right move for the long-term success of Okuma.”
Cyrille Viellard, president and CEO of Rapala VMC Corporation, added: “We are thankful for the trust given by Charles and his extraordinary team to expand our global partnership. It confirms our successful approach to develop the brand.
“It increases the synergies further between all our countries today representing Okuma. Happy birthday Okuma!”
While Tim Morgan, country manager and head of sales for Rapala VMC Australia said: “We are highly excited to add Okuma to our brand portfolio complementing perfectly our offering for our trusted partners. We see many opportunities for growth.”
Rapala VMC Group boasts the largest distribution network in the industry, with major manufacturing facilities in Finland, France, Estonia and the UK, employing some 1,400 people in around 40 countries.
Its portfolio of brands – covering lures, hooks, rods, reels, knives and other accessories – includes Rapala, VMC, Sufix and 13 Fishing as well as Okuma in Europe.
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