RATHER OUTDOORS ACQUIRES ZEBCO
Rather Outdoors (“Rather”), a global leader in the fishing industry, is pleased to announce that it has acquired Zebco Brands (“Zebco”), the Tulsa, Oklahoma-based manufacturer of fishing rods, reels and accessories.
Zebco is a preeminent marketer of fishing tackle and outdoor gear. Operational since 1949, it is now one of the oldest companies in the Rather Outdoors portfolio of brands and is indisputably one of the most important names in the fishing industry.
Ken Eubanks, CEO of Rather, said “We are thrilled to welcome Zebco to the Rather family of brands. From a company perspective, this business represents robust growth potential for Rather Outdoors and enables us to continue building a complementary offering for our most important partner, our consumers in the fishing community.”
The fishing equipment space has seen a consistent upward trajectory in consumer participation in the sport. In the past year alone, consumer interest has grown substantially, particularly in the segments of youth anglers and new anglers, areas where the Zebco brands have excelled. “This bold acquisition positions Rather Outdoors to take full advantage of the sport’s growth and momentum,” Eubanks said.
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