More than 20 years ago when our children were toddlers, a Zebco sales representaive named Lawson Richards and I were talking at a local fishing tackle shop. He asked about them and their ages, said I needed to get them into fishing catching bream with crickets, and we moved on to other discussion about the latest Zebco fishing products.
A couple of weeks later, a pink and blue Zebco mini-fishing rod and reel showed up on our doorstep. The blue had our son’s name on it and the pink, our daughter’s. Totally unexpected. A wonderful surprise. I still have them in our garage, decades later, as a reminder of fun times and Richards’s generosity. That kind of touch is what made him, and Oklahoma-based Zebco, the best in the industry for grassroots fishing touchstones and memories.
Ask any angler today about their first fishing rod and reel. Chances are good they’ll say it was a Zebco 202 or 33. The reels were easy to use, didn’t backlash, were almost bulletproof and lasted for years with proper care. I still have some of my wife’s late grandfather’s old reels. They are at least 50 years old, if not older, and yet I suspect I could have them cleaned, reconditioned and put into useable form.
It wasn’t a giant surprise, to be honest, to learn of the news Wednesday morning of Rather Outdoors buying Zebco Brands, including Quantum and the European division heavily engaged in match and carp fishing. Zebco has been in finanicial straights the last couple of years, according to industry friends I’ve spoken with. Zebco shed its high-profile pro fishing team staff members and scaled back its Quantum line, billed for decades as the best. Company officials said it intstead would focus on grassroots. It made a splash in 2019 at the ICAST Show with an updated version of the 33 reel and the renewed focus on grassroots. Clearly, that didn’t take firm hold. We know what happened in 2020, which may have given the company a bump since everyone and their brother was looking for fishing gear despite supply chain issues and “sold out” signs for crickets, worms and tackle.
The purchase by Rather Outdoors, which owns Lew’s reels and rods and Strike King, among others, makes sense. The company now has a grassroots division with a legendary history. Rather can pump some money into the good, shed whatever needs to be shed, and focus on its future. Lew’s will be the higher-profile bell cow in the United States. Strike King’s myriad offerings of lures will be critical, as will its pro staff of high-profile anglers who can help hammer home the importants of going fishing for fun with crickets, worms and bobbers.
Those who decry the “conglomerates are buying everything!” should consider this: Zebco could’ve died on the vine, clinging by 2-pound test that had been sitting in the sun too long. Instead, the legendary company gets renewed life and a chance at a second act at a time when the country’s interest in fishing and the outdoors is surging.
Here’s the press release from Rather Outdoors:
Rather Outdoors (“Rather”), a global leader in the fishing industry, has acquired Zebco Brands (“Zebco”), the Tulsa, Oklahoma-based manufacturer of fishing rods, reels and accessories.
Zebco is a preeminent marketer of fishing tackle and outdoor gear. Operational since 1949, it is now one of the oldest companies in the Rather Outdoors portfolio of brands and is indisputably one of the most important names in the fishing industry.
Ken Eubanks, CEO of Rather, said, “We are thrilled to welcome Zebco to the Rather family of brands. From a company perspective, this business represents robust growth potential for Rather Outdoors and enables us to continue building a complementary offering for our most important partner, our consumers in the fishing community.”
The fishing equipment space has seen a consistent upward trajectory in consumer participation in the sport. In the last year, consumer interest has grown substantially, particularly in the segments of youth anglers and new anglers, areas where the Zebco brands have excelled.
“This bold acquisition positions Rather Outdoors to take full advantage of the sport’s growth and momentum,” Eubanks said. A key component of the Zebco acquisition is the strong Europe portfolio, which includes Telford, England-based Preston Innovations (“Preston”), and Zebco Europe, located in Tostedt, Germany. Preston, a leading UK match fishing brand, has an established presence in coarse, carp and bait segments of the European market. Zebco Europe distributes the namesake Zebco brand, but also has a strong share of Europe’s predator fishing with Quantum, which originally launched in the United States in 1984, and is well-established in the lexicon of American and European angling. Together, the acquisition of Zebco Brands solidifies Rather’s goal of attaining a leading global position in the fishing tackle space.
Eubanks added, “What the Zebco acquisition means for our retail partners is of utmost importance to Rather. A strong partnership between Rather and our retailers is in this company’s DNA. We believe this deal will enhance consumer engagement and provide retail customers witha full complement to our heritage brands.”
Steve Smits, President and Chief Operating Officer of Zebco offered, “The team here at Zebco is proud of our past and the strong traditions of our brands.We believe that the leadership of Rather Outdoors remains committed to delivering the highest quality products to the loyal consumers of Zebco Brands.”
About Rather OutdoorsRather Outdoors is a global Outdoors corporation uniting some of the most recognizable names in the fishing space.With historic and iconic brands such as Lew’s, Strike King, Salmo, and Fox, Rather Outdoors provides a wide assortment of fishing products worldwide in an effort to enhance anglers’ success and the enjoyment of outdoor pursuits.To learn more about the Rather Outdoors brands, visit www.ratheroutdoors.com.
Greystone is a gorgeous facility with a challenging layout. The tournament also has been held at 
Clembone Outdoors 