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May312012
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Rapala Bolsters Ice Force with Otter Outdoors
Ice house and iconic ice fishing brands unite
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Rapala and Otter Outdoors formed a strategic partnership that will formerly begin in April 2013. Otter Outdoors is known for its high grade portable ice fishing sleds and shelters. Rapala is one of the all-time successful hard bait manufacturers. The new agreement forms a mutually beneficial sales, marketing and distribution partnership that will augment the newly formed Ice Force ice fishing brand that includes Rapala, Sufix, StrikeMaster, MarCum, and Otter Outdoors.
In the partnership, Otter maintains all responsibility for product development, production and customer service. Rapala assumes all sales, marketing and distribution rights of Otter Outdoors products.
“Otter has been a marketing partner with Strikemaster and Marcum for many years,” stated Otter Outdoors president Brian Evenson. “Continuing and expanding upon these partnerships with a celebrated company like Rapala is a natural. This potent alliance allows us to concentrate on Otter’s strength of superior product development while leveraging Rapala’s renowned talent in sales, marketing and distribution. We’re extremely excited to be able to maintain ‘business as usual’ at Otter, while benefiting from Rapala’s legendary influence in the sport fishing arena.”
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