House of Outdoors (HOO) announced the acquisition of Mafia Outdoors, including its sub-brands; most notably, Bass Mafia. Bass Mafia pioneered market expansion in 2010 with its new line of patented ultra-premium tackle storage solutions. Establishing a new standard for utility tackle storage with advanced engineering solutions and reimagined stronger materials, Bass Mafia elevated the category into new heights and price points never considered before. This innovation came with extreme storage specialization and proprietary solutions for tackle management sought out by the most serious of anglers – such as the tough-enough-to-drive-over Coffin series and the even more rugged Bait Casket line of products. Mafia Outdoors has since grown its family of brands into other markets including Crappie Mafia, Whitetail Mafia, Mallard Mafia, and others.
“We’ve collaborated with House of Outdoors on several products in the past, and they’ve always been a great partner of ours.” says Bart Langley, founder, and previous owner of Mafia Outdoors. “There were already great synergies with the brands, and I think it is a great strategic decision given House of Outdoors’ outstanding growth and appetite for category expansion.” Langley concluded.
Matt Kendrick, CEO of House of Outdoors, commented “We are so proud to welcome such a prestigious brand name in the fishing industry to our portfolio. Given our current product offering of soft and hard baits and recent expansion into terminal tackle, we feel that there is a great opportunity for bundled offerings to customers with these storage solutions. We have excellent momentum given the acquisition as we expand our better and best product offerings.”
“As a serious tournament angler, I’m personally very excited for the opportunity to work on Bass Mafia and breathe some fresh life into the product assortment.” stated Trey Epich, Sr. Vice President of Product at House of Outdoors. “Bass Mafia already has very well-designed hard goods and we see even more opportunity for innovation within the line. The sky is the limit for what we can do with this brand.”
“The overall spirit of the Mafia Outdoors has an inherent level of attraction with its consumer base that is second to none. The overall tone, its product lines and naming conventions have a great foundation and, I think, with some strategic creative thinking we can push the brand even further. We’re also already backed by a winning Pro Staff that reinforces the great utility of our products on the water. This is going to be a fun one to work on.” explained, Andy Baumbach, Director of Marketing.
The team noted the acquisition does not include any assets from Mafia Outdoors’ sister brand, JB Langley.