Gary Engberg Outdoors

Rapala and Strikemaster. Holy Moley. 2-10-2012

gengberg February 10th, 2012

StrikeMaster Ice Augers and Mora ICE^TM join Rapala Family of Brands.

The sound you are hearing is ice-expanding… not to mention the ice fishing marketplace growing. That other sound, the musical-machine clearing a path to the underside of the ice? That’s a StrikeMaster auger - a brand that has been finding passageways to frozen fish since the end of World War II.

Bolstering its already solid ice fishing selection, Rapala VMC Corporation (Rapala) announces it has acquired the assets of Minnesota-based StrikeMaster Corporation, the leading supplier of ice augers in the United States. In a symmetrical maneuver, Rapala also acquired the Mora ICE brand - Europe’s preeminent name in ice augers and cutting blades - from Mora of Sweden AB (Mora, Sweden).

“We have jumped into the winter business with both boots!” exclaimed Tom Mackin, President of Rapala USA. “Now we have the ability to reach anglers during all seasons. Our new ice fishing lineup is quite extensive with tackle and accessories, augers, electronics and more. These acquisitions are directly in line with our core competencies and a perfect fit to the Rapala family of brands,” said Mackin.
“Rapala’s acquisitions of StrikeMaster and Mora ICE unite the brands that have, and continue to set the worldwide standards for premium ice augers and accessories,” said Randy Havel, Executive Vice President of StrikeMaster Corporation. “We are thrilled that StrikeMaster will be joining Rapala’s family of best-in-category brands.”

“Mora of Sweden is Europe’s premier auger manufacturer under the famous Mora and Mora ICE brands,” said Fredrik Skarp, Managing Director of Mora of Sweden AB. “This strategic partnership with Rapala further secures that position for the Mora ICE brand, and promises to consumers that they’ll continue purchasing the most advanced ice augers on the market.”

StrikeMaster was the first to introduce the world-class MORA hand auger to North America back in 1946. Since then, StrikeMaster has been on the forefront of modernizing ice fishing. It was the first to introduce emission-free electric ice augers and fuel-friendly four-stroke gas augers with the Strike-Lite, which by no accident is equipped with a patented composite drill made by Mora of Sweden.

This major announcement follows word of Rapala USA’s exclusive sales, marketing and distribution agreement with MarCum Technologies (Minneapolis, Minn.). MarCum is the fastest-growing, most progressive manufacturer of ice fishing sonar and underwater camera products. The MarCum LX-7, released in the fall of 2011, completely rewrote the book on ice fishing sonar. MarCum is also North America’s No. 1 selling underwater camera.

Combined, these strategic initiatives give Rapala the global leadership position in the ice-fishing category. Anglers, get ready to start your ice auger engines… Continue Reading »