- CEO
- Cyrille Viellard
- Full Time Employees
- 1,373
- Sector
- Consumer durables
- Industry
- Recreational products
- Address
- MAekelAenkatu 91 Helsinki UU Finland 00610
- IPO Date
- Dec 1, 1998
- Business
- Rapala VMC Corporation Rapala VMC Corporation designs, manufactures, markets and distributes fishing tackle and accessories worldwide as the global market leader in fishing lures, treble hooks, and fishing-related tools and knives. Founded in 1936 and headquartered in Helsinki, Finland, the company offers a broad portfolio of core products including hard baits and lures under the Rapala brand, such as the world-famous Original Floater; fishing hooks and jigs from VMC; rods and reels from 13 Fishing, a leader in ice fishing gear; fishing lines, floats, knives, tools, and accessories; winter sports products like skiing and ice fishing equipment; and local category items for carp fishing, all sold through an extensive distribution network spanning over 140 countries with key markets in Europe and North America and manufacturing facilities in Finland, France, Ireland, Estonia, China, and additional sourcing platforms. Rapala VMC Corporation operates 26 distribution companies globally, employs approximately 1,375 people, and maintains factories producing around 20 million lures annually, with a strong emphasis on sustainability goals to become a leading tackle company by 2024 and a new 2024-2026 global strategy focused on North American market share growth, operational efficiency, and shareholder value. Recent major changes include the full acquisition of the remaining 40% stake in DQC International, owner of the 13 Fishing rod and reel brand, to consolidate U.S. market presence; the sale of its non-core injection moulding business and subsidiary KL-Teho Oy to Muottituote Group Oy in late 2023 as part of the One More Turn strategy to accelerate inventory turnover, improve cash flow, and refocus factories on finished products via multi-year procurement agreements; successful refinancing with a new financial package and EUR 25 million hybrid bond issuance in November 2025; and final tender offer results for outstanding 2023 capital securities announced on November 24, 2025, alongside expectations for increased 2025 full-year comparable operating profit.