PURE Fishing, the multinational company which owns leading tackle brands such as Penn and Berkley, has just purchased Coffs Harbour-based Cutting Edge Lures.
Cutting Edge Lures was founded by Rob Gaden, a 35-year Aussie lure-making veteran responsible for designing and producing some of Australia’s most famous barra, cod and bass lures.
“We are excited to add Cutting Edge Lures to our offering, as they provide a strong complement to our current product lines,” Phillip Coles, the managing director of Pure Fishing Australia, said.
“Cutting Edge Lures’ innovative products and strong design capabilities, paired with our global distribution network, create a compelling combination. We look forward to working with Robert Gaden to ensure that Pure Fishing stays at the forefront of delivering innovation to anglers in Australia and around the globe.”
Cutting Edge Lures was launched by Gaden in 2012. The range of hard-body designs is aimed at tropical and freshwater species.
“Joining the Pure Fishing team will dramatically expand our opportunities for global growth,” Gaden said. “I am very excited to have Cutting Edge Lures become a part of Pure Fishing’s portfolio of industry leading brands.”
Other lures brands owned by Pure Fishing include the popular Gulp soft baits and the Sebile range developed by French angler Patrick Sebile. Models in the Cutting Edge range include the Perpetrator, the Cherabin, the Rock Prawn and the Tiger Moth.
For more info on the Cutting Edge range, visit www.cuttingedgelures.com.au.
