Ardent’s President and CEO, Michael J. Brooks, told Angling International that the partnership was proposed at a meeting at EFTTEX in Brussels.Brooks said: “We determined that there could be mutual benefit in a business relationship between our two companies. Due diligence was carried out through Julyand in late August we executed an agreement making Ardent Tackle the exclusive sales agent and distributor for Blue Marlin in North, Central and South America.” Brooks added: “Blue Marlin will receive a strong sales and marketing effort behind its product line in the Americas, in addition to logistics support that will include inventory management, warehousing and direct shipping capacity to dealers.” Blue Marlin’s products will be sold to saltwater dealers through Ardent’s direct sales personnel who are geographically located to service the North American coastal industry. Ardent will introduce and promote the Blue Marlin brand at key saltwater shows and events through the US and provide guarantees for the products and service in North and South America. Brooks added: “The Blue Marlin portfolio has developed over time into a full line of trolling, casting and spinning reels and rods for inshore and offshore use. In addition it has an innovative line of gaffs, harpoons, fighting belts, tools and lures. The quality of its products is impressive and the prices are competitive. “At ICAST in Orlando its range received a significant level of interest from dealers in North, Central and South America. Both companies recognise the opportunity and also the effort it will take to successfully introduce the Blue Marlin brand into the Americas. We look forward to working together to grow the business.”
Angling International page 66-67.