About Rapala

The Rapala brand is associated with a premium fishing experience. Due to its long history (70 years of lure making business) and exceptional quality, Rapala is looked to as one of the top producers of fishing equipment. What started as a small activity based out of necessity has now blossomed into an extremely successful business with worldwide sales. Instead of internal development of various fishing accessories such as knives, bags, visionwear and lines, Rapala has successfully acquired and integrated other companies that specialize in these products. According to their website, Rapala sells more than 10 million of their own branded lures and millions of other that fall under their group branding. The sales occur in over 140 countries and are associated with winning many prestigious fishing tournaments.

History Of Rapala

The Rapala brand of fishing lures and related fishing equipment was found in Finland around 1936 by Lauri Rapala. His family was poor and mainly subsisted on farm working and fishing. In an attempt to increase the family's catch of fish for food, Lauri developed a lure that due to its design, created a movement in the water that attracted fish to bite. Lauri continued to develop the design over the next twenty years all while carving the lures by hand in a very painstaking, yet precise manner. Around 1955 he enlisted the help of his family but since each carving technique of the family members was slightly different, he tested every single unit himself to make sure that the movement in the water was up to his personal standards. Even to this day, all lures that carry the Rapala brand are tested prior to being shipped to the anxious angler awaiting their arrival. It was not until around 1955 that the Rapala brand of lures made it outside of Finland. Initially sales were to neighboring countries of Sweden and Norway, it was not until 1957 that the lures made their way to the United States. A bit of good fortune followed in 1962 when Rapala lures were featured in Life magazine. It was the same edition that chronicled the history of Marilyn Monroe who subsequently died shortly thereafter. This edition of Life magazine broke all circulation records in existence at the time. After the magazine article ran, anglers around the world starting placing their orders due to the increased magazine exposure. The next 20 years focusing on manufacturing capabilities and increasing efficiencies. Through the acquisition of additional fishing related companies and distribution networks, Rapala has continued to expand its presence on a worldwide basis and is now recognized as a premium brand associated with the fishing experience.

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