Pure Fishing

Pure Fishing, Inc. is an American fishing tackle company headquartered in Columbia, South Carolina. It is one of the world's largest suppliers of recreational fishing equipment, with a portfolio of brands that spans rods, reels, lines, lures, baits, and accessories. The company traces its roots to the 1930s and has grown through a series of acquisitions into a multi-brand platform serving anglers in freshwater and saltwater markets globally. Pure Fishing's brand family includes Abu Garcia, Berkley, Shakespeare, Penn, Pflueger, Fenwick, SpiderWire, Sebile, and other names recognized by sportfishing enthusiasts. Its products are sold through sporting goods retailers, outdoor specialty stores, mass merchants, and e-commerce channels in North America, Europe, Asia, Latin America, and other regions. Ownership of Pure Fishing has changed several times. It was part of the outdoor portfolio of Jarden Corporation before Jarden was acquired by Newell Brands in 2016. In 2018, Newell Brands sold Pure Fishing to Sycamore Partners, a private equity firm. Under Sycamore, Pure Fishing has continued to operate as a standalone global tackle company. The company's strategy centers on maintaining a stable of authentic, category-leading fishing brands and leveraging shared distribution, manufacturing, and marketing resources. Pure Fishing also invests in product innovation, including advanced reel technologies, braided lines, and soft baits, and supports conservation and angler-education initiatives through its brands.

Pure Fishing's origins date to the early 20th century, with predecessor companies and brands that were consolidated over decades. The modern Pure Fishing entity was formed as a holding company for a growing collection of fishing tackle brands. Key brands such as Berkley (founded 1937), Abu Garcia (founded 1921 in Sweden), Shakespeare (founded 1897), and Penn (founded 1932) were acquired or merged into the group at various points. During the 1990s and 2000s, Pure Fishing expanded through acquisitions, adding brands like Pflueger, Fenwick, SpiderWire, and Sebile. The company became part of Jarden Corporation's outdoor solutions segment, which also included Coleman, Marmot, and other outdoor brands. In 2016, Newell Brands acquired Jarden in a major consumer goods merger, bringing Pure Fishing into Newell's portfolio. In 2018, Newell Brands announced the sale of Pure Fishing to Sycamore Partners for approximately $1.3 billion. The transaction closed later that year, and Pure Fishing became a privately held company under Sycamore's ownership. Since then, Pure Fishing has continued to operate its brand portfolio globally, with manufacturing and distribution facilities in multiple countries. The company has faced challenges common to the tackle industry, including shifting retail channels, competition from lower-cost imports, and changing angler demographics. It has responded with product innovation, digital marketing, and efforts to engage younger and more diverse fishing audiences. Pure Fishing also emphasizes conservation partnerships and responsible angling practices through its brands.

• 2018

  Newell Brands sells Pure Fishing to Sycamore Partners.

• 2016

  Newell Brands acquires Jarden Corporation, adding Pure Fishing to its portfolio.

• 1937

  Berkley is founded.

• 1932

  Penn is founded in the United States.

• 1921

  Abu Garcia is founded in Sweden.

• 1897

  Shakespeare, a future Pure Fishing brand, is founded.

A global multi-brand fishing tackle platform offering equipment across price points and fishing styles, from casual anglers to serious sportfishing enthusiasts.

• Abu Garcia fishing reels

• Berkley fishing lines and soft baits

• Shakespeare rods and reels

• Penn saltwater reels

• Pflueger reels

• Fenwick rods

• SpiderWire braided lines

• Unconfirmed

  Pure Fishing unveils 'approachable' Navigator[2]Pure Fishing品牌发布“易上手”的Navigator产品news.google.com

  Reported: 2026-09-25

  Pure Fishing unveiled the Navigator, described as an 'approachable' product, per Angling International.

1. 1Google Newsnews.google.com
2. 2Pure Fishing品牌发布“易上手”的Navigator产品news.google.com