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PRADCO buys Norman Lures

PRADCO Outdoor Brands, a leading manufacturer and marketer of fishing and hunting brands and products, has acquired legendary fishing lure maker Norman Lures, formerly of Greenwood, Ark., according to a report by Angling International.

Dick and Holly Nethers, of Fort Smith, Ark., have owned Norman for the past 18 years and will remain involved in a consulting capacity, the report added. Bill Norman founded the company in the early 1960s and went on to develop standard-setting baits like the DD22 and Deep Little N.

“I guess there comes a day in everyone’s life when you look forward to retiring,” said Dick Nethers. “That being said, when you are so personally connected to all the people that have been a part of your business it is hard to let go. My wife and I think of Norman like a child, and as its parents we want the best possible home for our family. We truly believe PRADCO will take Norman to the next level of technological advances, product innovation and personal customer service. When Bill Norman started his lure building career over 50 years ago, he began at PRADCO – so in a way it’s like coming home.”

The report said Norman's business operations will originate from PRADCO’s Fishing Division in Fort Smith with all product development, marketing, accounting, manufacturing and purchasing functions taking place under the watch of brand manager Chad Warner.

“We definitely see upside in the Norman Lures brand,” said Bruce Stanton, Vice President and General Manager of PRADCO-Fishing. “We feel its strength in deep-diving crankbaits helps complement our existing brand and product portfolio. While the freshwater bass markets in the southeastern and southwestern regions of the US are the focus of Norman’s product set, we also see opportunities in key international markets.”

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