Snow Peak has been involved in fishing for nearly its entirety, with sister company Carp being created only one year after the primary brand. In the mid 1990s, Carp was folded into Snow Peak and the brand was unified with products sold under the Snow Peak name through the mid 00s. Since then, Snow Peak has worked with fishing enthusiasts, offering them equipment through collaborations with Tiemco, and apparel through collaborations with Toned Trout. This new venture marks a shift in the brand's portfolio and future as it looks to cement itself as a key player in the fishing and outdoor market.
Read the full press release below, translated from the original Japanese through Google,
Snow Peak Co., Ltd. (President and CEO: Futoshi Yamai, Head Office: Sanjo City, Niigata Prefecture) is pleased to announce that it has acquired 68.64% of the shares of Swift Fly Fishing Company (hereinafter Swift, Representative: Carl McNeil, Head Office: Wanaka Town, New Zealand), which plans, develops, manufactures and sells fly fishing gear in New Zealand, and made it a subsidiary.
Since its founding in 1958, Snow Peak has developed various businesses based on the values of outdoor people and campers. Its corporate message is "Play outdoors in your life." Its social mission is to connect people with nature and people with each other and restore humanity through camping, a fundamental human activity. In recent years, it has proposed "camp fishing" as a style of enjoying camping and fishing together.
Swift develops the "Epic brand," which is known as a high-end brand in the global fly fishing industry. The "Epic brand" has adopted various advanced materials that have never been used in fly fishing before, such as high-elasticity graphite, graphene, and "Fast Glass", a proprietary glass fiber composite, and has been developing products. In addition to excellent design, Swift offers high-performance fly fishing gear such as fly rods and fly reels with high strength and precision.
In addition, Swift also works with high-class fly fishing communities around the world to plan adventure tours that package experiences such as travel, stay, meals, and play.
In the future, Snow Peak will utilize the outdoor knowledge it has cultivated so far, the brand philosophy of the "Epic brand" that Swift has cultivated mainly in New Zealand for many years, and products with excellent quality using Swift's advanced technology to develop and provide outdoor activities that combine camping and fly fishing, and will promote the creation and proposal of new experience value and aim to contribute to the restoration of humanity for more people.
The original press release can be found on Snow Peak's Japan website here.
