SAFTAD show stays popular
Despite complaints about the economy, the annual SAFTAD
fishing tackle trade show keeps on growing: this year a full house of 50
exhibitors showed their goods to representatives from 256 Southern African
companies.
That means that nearly 40% of South African suppliers of
fishing related products exhibited and more than 20% of retailers across the
country who sell some form of fishing gear (including clothing or accessories)
travelled to the annual show in Johannesburg over the weekend of 17-18 August.
Access is strictly controlled to admit only trade visitors,
and about 90% of the close to 700 visitors were retailers. This is about 50%
more than the number of retailers who annually visit the EFTTEX tackle trade
show in Europe.
The popular brands distributed by Adrenalin Fishing, like Italian brand Alcedo and Hokkaido lures, attracted many visitors. |
While representatives from fewer companies registered on
Sunday (101 compared to 155 on Saturday), the usual Sunday rush was experienced
as many visitors who registered on Saturday, returned on Sunday (visitors are
only counted once).
The new event safety regulations – e.g. aisles must be 2m
wide throughout – resulted in 6-7 last-minute potential exhibitors being turned
away. After being made aware of the new stringent regulations only a few weeks
before the show, SAFTAD had to have new fire-retardant stand dividers made and introduced
additional first aid, security and control measures.
The award-winning new products showed on the Rapala VMC SA stand was a drawcard for many visitors. |
Fatiema Motala and Rashida Mall welcomed the visitors to Sensational Angling’s large stand. |
Apart from showing the latest fishing gear, the trade show
offers the ideal opportunity for comparing notes on market conditions. The
consensus was that trading was tough – but, several suppliers were positive and
reported that many retailers were trading well. Several suppliers also reported
that sales of higher end merchandise were less affected than at the lower end,
where consumers had less money to spend on non-essentials and were more
affected by rising unemployment figures.
The South African market is overtraded, was a concern expressed
by Mike Philip of The Kingfisher. “One has to work extra hard to promote your
brands,” he says. “In the end, good service to the customer makes the
difference.”
Many suppliers expressed concern about the prospect of price
increases over the next year from Asian manufacturers.
“We’ve absorbed some
of the costs so far, but we cannot do that indefinitely,” says Graham Hills of
Pure Fishing SA. While he agrees that the market is quiet, and some retailers suffer,
he adds that some retailers delivered standout performances.
He also confirmed that they will be distributing Greys &
Hardy in Southern Africa, following the international acquisition of the iconic
UK fly fishing brands by Jarden Corporation’s Pure Fishing division. Dave
Levine, a veteran in the fly fishing market, will be assisting them with this
range.
Although Pure Fishing has not been active in the fly fishing
market, Hills believes the company will benefit globally from adding these
well-known brands to their stable. For example, their existing brands and Greys
& Hardy will all benefit from a transfer of technologies – like their
award-winning reel technology and the unique Sintrix rod technology that Hardy
& Grey have the rights to.
Zubair Vally of Striking Angling was proved right that baits are popular stock items as anglers have to replace them all the time by the number of visitors interested in their extensive range. |
Not everybody, however, agree that the higher
end merchandise have been selling better. During the past season they sold more
mid-range rods and reels, below R1 000, not the high end products, says Lionel
Crow of Okuma Fishing Africa.
Akals, which is part
of the Midas Group, is now known as Okuma Fishing Africa, because Okuma is one
of the fastest growing brands in the world, explains Lionel Crow. With this
name change the South African distributors followed the example of
distributorships in the US, Europe and Australia.
Lionel Crow was on hand to demonstrate products like the new MicroWave Guide System that generated plenty of interest on the Okuma Fishing Africa stand.
|
The Tecni Perline line developed with the help of some of South Africa’s top anglers attracted a lot of interest on the Tecni-Sport stand. |
Howard Joscelyne of Apex Jarvis Walker agrees that middle price point products sell better – while sales in the top end of their ranges were down, middle range products sold well during the winter months. But, as soon as the weather started improving, the orders started coming in. “We’ve had really good orders since the beginning of August,” he says.
WET Sports Importers are also fairly upbeat
about trading conditions – despite the economy. We wrote some good orders and
were happy with the interest in our products, says Andrew Wentzel. “Many
fishing guys are seeing an uptick in their businesses and some of them are very
positive.”
The WET Sports Importers team were upbeat about trading conditions. From left to right Patrick Franck, Andrew Wentzel, Darryl Wentzel and their new Gauteng agent Darryl Dickerson. |
Madelaine Joubert and Morris van Staden of Lumé Fishing Lures introduced visitors to the new products in their synthetic handmade lure range, which is as buoyant as wooden products. |
Apart from placing orders, the show offers an
opportunity to introduce new agents to retailers, and WET Sports Importers made
use of the opportunity to introduce their new Gauteng agent, Darryl Dickerson,
to the visitors.
Brentoni Distributors introduced their new agent, Andries Steyn, with 15 years’ experience in
the optical business, representing other well-known brands. He will be jointly responsible (with Paula
Hemmings) for sales outside the Western and Eastern Cape.
Gareth
Adams of Stealth Fly Fishing was one of the most optimistic and enthusiastic
exhibitors. “It has been a good year,” he says, whilst acknowledging that the
industry and market is changing. “One must move with the changes - the days
when you could sell R7 000 fly rods are gone,” he says. “We now sell more
for less.”
In
the coming year he is hoping to give a boost to the fly fishing market with a
dedicated show, and with workshops to attract new customers like women and
young people to the sport.
He
has already been involved with youth clinics at schools and black empowerment
clinics for Mpumalanga workers in order to try and gain new fly fishing
converts.
New products locally developed for the Xplorer Fly Fishing range and international award-winning fly fishing products attracted visitors to the Jandi Trading stand. |
Published by www.sportstrader.co.za
Labels: fishing industry, SAFTAD, South Africa, tackle market
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