Pure Fishing Acquires Fin Nor and Van Staal

December 04, 2019 2 min read 1 Comment

Pure Fishing has announced the acquisition of leaders in saltwater reel Fin-Nor and Van Staal. This merger will position Pure Fishing to become a world leader in saltwater angling and is in keeping with its motto “building the world’s best fishing company one brand at a time.”

Pure Fishing Acquires Fin – Nor and Van StaaL

Pure Fishing is one of the world’s largest suppliers of fishing gear manufactured and sold under some of the sports iconic names. Fin-Nor and Van Staal will join 17 of the most respected brands that make up Pure Fishing’s already impressive portfolio including Abu Garcia, All-Star, Berkley, Chub, Fenwick, Greys, Hardy, Hodgeman, Johnson, JRC, Mitchell, Pflueger, Sebile, Spiderwire, Stern, Ugly Stik, and Penn.

Fin-Nor, formed in 1933 Miami by a group of saltwater captains in search of better gear, landed their first record 525 LB bluefin tuna with a prototype reel. In the years since anglers have recorded an astounding 900 International Gamefish Association (IGFA) records on ever-improving, outperforming Fin-Nor models.

Although a relative latecomer, formed in the 1990s, Van Staal quickly proved itself as a leader in producing reels that can handle the harsh, unforgiving conditions of it’s native Atlantic Ocean fisheries. In only a few short decades Van Staal has succeeded in conquering both Mother Nature & anglers to become a recognized leader is saltwater gear that is as tough as any on the market.

By pairing their newly acquired holdings with the already well-respected PENN brand Pure Fishing aims to establish itself as an authority in heavy-duty, time tested saltwater equipment. At the helm will be their new President of North America and former Fin-Nor Director of Sales Dave Bulthuis.


1 Response


July 23, 2021

Sad to see this. Not a fan of Penn or Pure Fishing. I liked Fin nor as I could buy parts easy from there web site. Can’t even find a Fin Nor product since covid. Much like Bass Pro acquiring Cabelas, they killed a quality brand.

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