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Rapala and StrikeMaster. Holey Moley.

StrikeMaster Ice Augers and Mora ICE™ 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...

About Mora of Sweden
Mora of Sweden AB is a merger between two classic knife companies from Mora, Sweden – KJ Eriksson and Frost’s Knife factory – founded in 1912 and 1891 respectively. By the merger in 2005 and changing the name to Mora of Sweden, the already existing strong association was strengthened nationally and internationally. Mora of Sweden supplies professionals with premium quality cutting tools as knives, ice augers and ice auger cutting blades.

About StrikeMaster
The year was 1946. The boys were home from war and America needed a breather. The woods and waters provided the perfect escape. A number of manufacturers sprang up to satisfy this desire to be outdoors. StrikeMaster was one of the first. And some 60 years later, StrikeMaster continues to outfit ice anglers with innovative, high performance ice fishing tools.

About Rapala
Rapala VMC Corporation (Rapala) is a leading fishing tackle company and the global market leader in fishing lures, treble hooks and fishing related knives and tools. The Group also has a strong global position in other fishing categories and it is one of the leading distributors of outdoor, hunting and winter sport products in the Nordic countries. The Group has the largest distribution network in the industry. The main manufacturing facilities are located in Finland, France, Estonia, Russia, China, Indonesia and the UK. The Group brand portfolio includes the leading brand in the industry, Rapala, and other global brands like VMC, Sufix, Storm, Blue Fox, Luhr Jensen, Williamson, Dynamite Baits, Marttiini and Peltonen. The Group, with net sales of $371 million USD in 2011, employs some 2 000 people in 37 countries. Rapala’s share is listed and traded on the NASDAQ OMX Helsinki stock exchange since 1998.

For more information on Rapala, please visit or and for more information on StrikeMaster, please visit or