Bringing Confidence and Innovation to Demanding Anglers Worldwide.
We make lures. From wood, plastic, and metal, with some of the industry’s most modern technologies. From freshwater to saltwater and hardwater, for every kind of fish there is. If it swims, we help you catch it.
Today the global market leader in hard baits, Rapala’s story began in 1936 when the Finnish fisherman Lauri Rapala discovered a fact that holds to this very day: hungry fish have an appetite for wounded fish. Knowing this, Lauri carved Rapala’s first lure, the Original Floater – featuring the now-famous wounded minnow action. Alongside the ever-popular Original Floater, Rapala’s catalog is full of international best-sellers, ranging from the classics Shad Rap and CountDown to the EFTTEX-awarded Super Shadow Rap, the modern CountDown Elite, and the ICAST-awarded BX Minnow.
Today, we specialize in mass-producing balsa lures, with an approximately 20 million lures manufactured per year! To ensure the lures’ swimming action is up to the brand’s high standards, each hard bait with a swimming lip is individually hand-tuned and tank-tested for perfect swimming action. As a leading brand in the field, Rapala is dedicated to pushing the industry towards a more sustainable future. For instance, all balsa used in the brand’s lures is FSC-certified, and the brand aims to have each of its lures lead-free by 2023.