close

We are one Rapala VMC

You probably recognize us from some of your best days on the water. That's the goal – to help anglers around the world enjoy the sport to the fullest (and catch massive fish while at it).

Welcome to the strike zone.

Every day on the water is a good one. We make those days even better, innovatively and sustainably. Here, you’ll find all you want to know about one of the most fish-catching companies out there.

#beonerapalavmc

Rapala VMC and Keep the Archipelago Tidy working together to fight marine and lake littering

Recreational angling is more than the thrill of the catch – it’s about exploring, respecting, and preserving the outdoors. All the…
Rapala Do Good: restoration project at Hitolanjoki

At Rapala VMC we acknowledge that our sport depends on clean fishing waters, nature and healthy fish stocks. That is…
20 Years of Fishing Passion and Sales Expertise – Toninho’s Story

At Rapala VMC we want to offer outstanding experiences for anglers all over the world. Understanding and meeting our customers’…
Williamson reimagined: leading the wave in sustainable fishing gear

When Williamson renewed its brand identity, the change was not only a cosmetic one: it was also a shift towards…
International perspectives – Tuomas’ Story

Rapala VMC is a truly global company with employees in 40 countries. Many people who have been with us for…
Building a Collaborative and Sustainable Future for Fishing – Dave’s Story

Get an insider’s view on the world of fishing with David Neill, the Executive VP of Product Development & Innovation…
The Art and Science of Lure Color Design – Esa’s Story 

In the world of fishing, the right lure can make all the difference. But have you ever wondered how the…
Turning Experience into Innovation – Fred’s Fishing Story

Discover the secrets behind successful fishing product development. Join us for an interview with Fred Goh, Director of Product Development…
Keeping our Waters Clean with the Catch & Recycle Campaign

Together with Keep the Archipelago Tidy Association, Rapala VMC launched a campaign to inspire anglers to roll up their sleeves…
In for the Long Run – Päivi’s Story

Rapala VMC is home to close to 2000 passionate professionals. Some of them have just hopped on board, while some…
Creating Sufix’s Recycline Monofilament – The World’s First 100 % Recycled Fishing Line

100 % recycled. 100 % recyclable. The first of its kind. Recycline Monofilament by Sufix is made from what others…
Hand-Tuned and Tank-Tested – Lydiya’s story

Ever since Lauri Rapala carved his first version of the Original Floater out of cork, impeccable swimming action has been…
Transforming the Industry – One Package at a Time

When you’re into angling, you have to think of the environment – after all, the whole sport is based on…
The Art of the Day-to-Day – Anne’s Story

The story of Rapala lures originates from Vääksy, Finland, where Lauri Rapala carved his first lure from cork. Later on,…
From a Passion to a Career – Alban’s Story
Making Sustainable Choices Easier with EcoChoice

A pioneering step for the industry, EcoChoice is Rapala VMC’s commitment to change. Found in the packaging of EcoChoice-labeled products,…
From Home Office to Boat Office – How Rapala VMC Created a Safe and Inspiring Workspace in the Middle of a Pandemic

As Summer of 2021 started turning to Fall, Rapala VMC’s CEO & President Nicolas Cederström Warchalowski had an idea. And…
From an Idea to a Best-Seller: How the CountDown Elite was Born

When casting a lure and retrieving it through the water, there are things we focus on – and things we…
Read all

Can’t go fishing with a bad crew.

With our brands, you’re in good company.

Explore all our brands

All fishing buddies welcomed.

An ambitious and passionate professional with a thing for the outdoors – does that sound like you? Good, we can’t wait to meet you!

Join us

Our brands on social media