Rapala VMC Corp (Rapala) continues to be a prominent manufacturer, distributor, and marketer of fishing tackle products. The company's product portfolio includes fishing lures and baits, hooks, fishing lines, rods and reels, knives, pliers, clothing, ice augers, storage systems, and winter sports accessories. These products are marketed under various brands, including Rapala, Okuma, 13 Fishing, VMC, Sufix, StrikeMaster, Storm, Dynamite, Marttini, Peltonen, Williamson, Blue Fox, Carp Spirit, Luhr Jensen, Terminator, Remen, and Elbe.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Rapala has undertaken several R&D initiatives to enhance its product offerings and maintain its leadership in the fishing industry. The company has focused on expanding its product offerings and enhancing its market presence through continuous innovation and product development. One of the key highlights of Rapala's R&D efforts is the development and launch of the CrushCity Softbaits, which have been instrumental in capturing market share and expanding the company's reach globally. These softbaits continued to gain traction in 2025 with new models and size extensions, contributing significantly to the company's growth. In 2025, Rapala also achieved significant recognition by winning five ICAST awards, the most in its history. These awards included the Best in Category for the Claptail 110 and CountDown Magnum Elite, underscoring the company's leadership in innovation within the fishing tackle industry. Additionally, the launch of new products such as the CountDown and Hydro bags has driven growth in the accessories segment, positively impacting sales in the European market. Rapala's product strategy emphasizes extending its brand into broader lure and accessory categories, particularly in predator fishing. This strategic direction aims to solidify Rapala's position as a leading brand in both fresh and saltwater predator fishing. In FY2025, the company incurred expenses of EUR1.1 million on R&D, which as a percentage of revenue, stood at 0.5%.