Rather Outdoors has announced that it has acquired Zebco Brands, a manufacturer of fishing rods, reels and accessories, based in Tulsa, Oklahoma. Through this acquisition, Rather expects to take full advantage of the growing interest in fishing, particularly in the segments of youth anglers and new anglers, where Zebco is particularly strong. Another key component of the acquisition is Zebco’s Europe portfolio, which includes Preston Innovations in Telford, England, and Zebco Europe in Tostedt, Germany. Zebco Brands has been operational since 1949, making it one of the oldest companies in the Rather Outdoors portfolio of brands, which also includes Lew’s, Strike King, Salmo and Fox.

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