Flyfish Europe and Mustad Announce Partnership

Legendary fly hooks manufacturer Mustad has partnered with the fly specialists at Flyfish Europe to offer tackle across the European fly-fishing market starting September 1. Flyfish Europe distributes respectable brands in the segment all over Europe and adds Mustad as its first hook manufacturer. With this major joint venture, fly tiers will find legendary Mustad hooks in local shops everywhere.

Since Mustad began hook production in 1877, fly hooks have been a large part of the Mustad hook selection and the brand has stood as a key player in the production of premium hooks. Mustad’s iconic styles recently received a refresh with the Heritage Fly Hook series released with new technologies and sustainable packaging.

“Mustad’s fly hook reach will be expanded twenty-fold with this new agreement,” says Eddie Payton, Marketing Manager EMEA. “The angling passion, fishing knowledge, and industry relationships that the Flyfish Europe team have established are irresistible to the Mustad brand. We look forward to exceptional growth in serving retailers across the region.”

Founded in 2002, Flyfish Europe has exclusively supplied the market with 15 high-end fly fishing brands such as Simms, Bajio, Scott Fly Rods, and many others. With the recent announcement of cooperation with premium tying feathers expert Whiting Farms, Flyfish Europe adds another piece of the puzzle to reach enthusiasts of both crafts: Tying and fishing.

“We are thrilled to introduce Mustad fly hooks to our repertoire. The brand strength and high-quality products are iconic among fly fishermen and -women, giving us a running start,” says Jarle L. Kristiansen. “Our connections and dedicated experience to fly fishing will give Mustad hooks the edge when introducing to shops and end-consumers.”

About Mustad

Mustad has led the global hook market since 1877. Mustad’s mission is to create a comprehensive multi-brand company that leads the fishing tackle industry, while focusing on innovation, employee and customer satisfaction, and sustainability. With the addition of TUF-LINE and LIVETARGET, Mustad continues to solidify its position as a complete sports fishing brand family. For more information, visit www.mustad-fishing.com or @mustadfishing on Facebook and Instagram.