Our Story

Building the World’s Best Fishing Company, One Brand at a Time

Pure Fishing, Inc. is a leading global provider of fishing tackle, lures, rods and reels with a portfolio of brands that includes Abu Garcia®, All Star®, Berkley®, Chub®, Fenwick®, Greys®, Hardy®, Hodgman®, Johnson™, JRC®, Mitchell®, Penn®, Pflueger®, Sebile®, Shakespeare®, SpiderWire®, Stren®, and Ugly Stik®.

With operations in 19 countries and a dedicated workforce conversant in 28 languages, Pure Fishing, Inc. is part of Jarden Outdoor Solutions, a leader in outdoor and recreational lifestyle products and a subsidiary of Jarden Corporation.



Shakespeare established



Berkley established


Pflueger becomes part of Shakespeare



Berkley acquires Fenwick and becomes Outdoor Technologies Group


Ugly Stik created



Abu Garcia joins Outdoor Technologies Group


AllStar joins Shakespeare



Outdoor Technologies Group becomes Pure Fishing and acquires Mitchell, Johnson, and Spiderwire brands from Johnson Worldwide Associates


JRC joins Shakespeare



7Strand joins Pure Fishing


PENN joins Shakespeare



Stren joins Pure Fishing

Pure Fishing

Jarden Corporation brings Pure Fishing and Shakespeare together under the Pure Fishing name in 2007


Sebile and Hodgman become part of Pure Fishing


Hardy, Greys, and Chub join Pure Fishing


Cutting Edge Lures joins Pure Fishing

Today, Pure Fishing addresses the needs of anglers around the world with a strong portfolio of leading brands. We are dedicated to helping you have more fun and catch more fish.


Newell Brands

newell-brandsNewell Brands (NYSE: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Jostens®, Marmot®, Rawlings®, Irwin®, Lenox®, Oster®, Sunbeam®, FoodSaver®, Mr. Coffee®, Rubbermaid Commercial Products®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, Waddington and Yankee Candle®. Driven by a sharp focus on the consumer, leading investment in innovation and brands, and a performance-driven culture, Newell Brands helps consumers achieve more where they live, learn, work and play. Additional information about Newell Brands is available on the company’s website, www.newellbrands.com.