Pure Fishing, Inc. today announced that it has acquired substantially all of the assets of Beyond Fishing and Sporting Goods Ltd., a long-standing provider of fishing products in South Africa.
The acquisition, completed through a newly formed subsidiary, Jarden South Africa Proprietary Limited, trading as Pure Fishing South Africa, represents the company’s first direct venture into the African continent.
Beyond Fishing has been distributing Pure Fishing brands for over two years and has established a strong reputation as an outstanding provider of quality fishing tackle equipment to specialist fishing and outdoor sports retailers in Sub-Saharan Africa.
â€œWe are delighted to be establishing a new African subsidiary and working with the Beyond Fishing team, who has been a valuable distributor in South Africa in recent years,â€ said John Doerr, CEO of Pure Fishing. â€œThe South African market includes some of the most enthusiastic anglers in the world today and Pure Fishing has a wide range of specialist equipment to meet their needs. We will be working closely with dealers to ensure that we continue to expand the range of products specifically designed for this region going forward and deliver outstanding service to the African fishing tackle market.â€
The new company will be based in the Johannesburg area, and its fishing efforts will be lead by Graham Hills, as General Manager of Pure Fishing South Africa.