Multimillion-dollar deal for fishing firm

Mike Shields, left, and Andy Petherick shake hands on the deal at the AFW headquarters in Philadelphia.
Mike Shields, left, and Andy Petherick shake hands on the deal at the AFW headquarters in Philadelphia.

An Alnwick fishing tackle brand is destined for the US market after securing an exclusive multimillion-dollar deal with a leading firm.

Lynx Fishing has agreed a three-year distribution deal with American Fishing Wire (AFW), the USA’s biggest premium wire leader and fishing line producer.

Lynx’s Precision system – based around unique joining technology and driven by an innovative app, which links line and hook without the need for a knot or a crimp – is earmarked for launch this autumn into the US market.

And brand new for this year is Lynx’s Helix technology, which is designed to obtain 100 per cent line strength for the angler using braid.

Lynx, a subsidiary of Tyne Valley-based supply-chain management company GMS, finalised the deal with AFW on the back of a successful marketing trial in the US last month.

Managing director Andrew Petherick said: “I’m really excited to be working with AFW on the launching of the Lynx Precision system in North America.

“The deal gives us access to a potential of more than 15,000 retail outlets in a key market.

“The professionalism and product range of AFW compliment the way we do business perfectly.

“Lynx has spent a lot of time refining our offering for the market in the US.

“The launch of the Precision tool and the Precision app is a very exciting time for us.”

AFW’s vice-president of sales and marketing, Mike Shields, believes that the Lynx brand is well placed to capture the imagination of the American angling community.

He said: “American Fishing Wire is proud to be the exclusive distributor of the Lynx Precision system for North America.”

Lynx called in administrators in November, but itwas bought out by GMS in January.