Pure Fishing today announced that it has acquired substantially all of the assets of Beyond Fishing and Sporting Goods, 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 2 years and has established a strong reputation as an outstanding provider of quality fishing equipment to specialist fishing and outdoor sports retailers in Sub-Saharan Africa.
“We are delighted to be establishing a new African subsidiary and working with the Beyond Fishing team, which has been a valuable distributor in South Africa in recent years,” said John Doerr, CEO of Pure Fishing. “The 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.”
The new company will be based in the Johannesburg area and its fishing efforts will be led by Graham Hills, who becomes GM of Pure Fishing South Africa.
“I am excited by the opportunity to lead Pure Fishing’s expansion into the growing South African fishing tackle market,” said Hills. “Our team here is committed to establishing Pure Fishing as the leading provider of quality fishing tackle equipment to the southern Africa region. We have an aggressive growth plan for the coming years and now, as part of a global-leading fishing tackle company, we are well placed to achieve this goal.”
