Acme Tackle Company

What Acme Tackle Company does

Acme Tackle Company is a privately held fishing tackle manufacturer and multi-brand e-commerce distributor operating since 1922 out of Fort Atkinson, Wisconsin, under parent entity Hard and Soft Fishing. The company runs a direct-to-consumer storefront at acmetackle.com that aggregates 11+ retained sub-brands — Acme, Kalin's Fishing, Brew City Marine, Elliott Rods, 2B FISHING, Moonshine Lures, Reef Runner Lures, Beaver Dam Ice Fishing, Uncle Josh, Little Stinker, Bead Tackle, and Atom — spanning hard baits, soft plastics, spoons, terminal tackle, fishing rods, forward-facing sonar pole mounts, accessories, and branded apparel.

The product portfolio is built around species- and technique-segmented collections for walleye, bass, salmon, trout, panfish, muskie, and ice anglers, with notable proprietary technologies including Elliott Rods' Syncork handles and nano-resin carbon blanks (Adaman-coated Delta Oval Guides), Moonshine Lures' custom Super Glow paint, and Brew City Marine's Carbon Fiber Composite telescoping pole mounts covered by a lifetime warranty. Most products are designed and engineered in-house or through wholly-owned sub-brands and are also distributed through third-party retailers.

Acme generates revenue predominantly through unit-priced hardware sales across a wide price spectrum — lures from $3.99, rods from $109.99, premium rods to $415, and Brew City pole systems from $143 to over $549 — augmented by apparel (~$25-$42) and add-on terminal tackle. GTM is direct-to-consumer via acmetackle.com (free ground shipping over $50 to U.S. addresses and a 10% new-customer WELCOME10 promo), supplemented by trade show presence (iCast, St. Paul Ice Show, Wisconsin Ice Fishing Expo) and brand-specific social channels (Facebook, Instagram, YouTube). The customer base is the long tail of individual U.S. freshwater and saltwater anglers, with no enterprise or B2B anchor customers disclosed.

Name

Acme Tackle Company

Legal name

Acme Tackle Company

Website

https://acmetackle.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

11–50 employees

Short description

Acme Tackle Company is a Wisconsin-based, 1922-founded multi-brand fishing tackle manufacturer and DTC distributor operating an e-commerce platform that aggregates 11+ sub-brands selling lures, rods, sonar pole mounts, and apparel to U.S. freshwater and saltwater anglers.

Ownership category

akta.pro rank

Product category

Fishing Tackle

akta.pro primary industry

Fishing & Tackle Retail (CRAMABAL)

akta.pro secondary industries

Lures, Flies & Terminal Tackle Specialty Retail (CRAMALAJ), Rods, Reels & Line Specialty Retail (CRAMALAI), Fishing Electronics & Marine Tech Retail (Fishfinders, GPS, Sonar) (CRAMALAH)

Keywords

• Fishing tackle products
• Fishing lures
• Fishing rods
• Ice fishing gear
• Sonar pole mounts

Headquarters

HQ city

Fort Atkinson

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Fishing Tackle Sales: Direct product sales of fishing lures, soft plastics, jigs, spoons, and terminal tackle. Products include hard baits, soft baits, ice fishing lures, and terminal tackle accessories sold as one-time purchases.
2. Fishing Rod Sales: Sale of high-performance fishing rods under Elliott Rods and 2B FISHING brands. Includes spinning, casting, trolling, muskie, and ice rods sold as individual products with prices ranging from $109.99 to $415.00.
3. Sonar Mount System Sales: Brew City Marine pole mount systems for live sonar technology (Garmin Live Scope, Lowrance ActiveTarget, Humminbird Mega Live/360). Complete pole kits and components sold as modular systems.
4. Apparel Sales: Sale of branded apparel including hats, sweatshirts, t-shirts, and sunshirts across multiple brands (2B FISHING, Acme, Beaver Dam, Elliott Rods, Kalin's, Moonshine, Reef Runner, Uncle Josh).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Acme Tackle Company manufactures and distributes fishing tackle through a family of brands including Acme (lures), Kalin's (soft plastics), Brew City Marine (sonar pole mounts), Elliott Rods, 2B FISHING, Moonshine Lures (glow lures), Reef Runner Lures (crankbaits), Beaver Dam (ice fishing gear), and Uncle Josh (bait). The company sells hard baits, soft plastics, spoons, terminal tackle, fishing rods, forward-facing sonar pole mount systems, accessories, and branded apparel through a direct-to-consumer e-commerce platform serving open water and ice anglers across the United States.

Product overview

Acme Tackle Company is a fishing tackle manufacturer and distributor operating since 1922 with a multi-brand portfolio. The company offers a unified e-commerce platform selling products across multiple sub-brands including Acme Tackle (lures), Kalin's Fishing (soft plastics and jigs), Brew City Marine (live sonar pole mounts), Elliott Rods (high-performance graphite rods), 2B FISHING (precision rods), Moonshine Lures (glow lures), Reef Runner Lures (crankbaits), Beaver Dam Ice Fishing (tip-ups), and additional brands Uncle Josh, Little Stinker, Bead Tackle, and Atom. Product categories span hard and soft baits, spoons, terminal tackle, fishing rods (spinning, casting, trolling, muskie, ice), FFS pole mounts, accessories, and apparel. The company specializes in both open water and ice fishing products serving multiple species including salmon, trout, walleye, panfish, bass, and pike.

Differentiator

Problem solved

Functional benefit

Brands

• Kastmaster: Acme's flagship lure series known for decades of catching fish across all species and seasons.
• Little Cleo
• Phoebe
• Tickle Series
• Pendu
• Sho-w Jig
• IDENTITY Series
• Performance Bass Series
• Evolution Ice Series
• Odyssey Series
• 2B ICE Series
• Genesis Series
• Ceres Collection
• MoonMaster
• Shiver Rig
• Shiver Minnow
• RV Series
• Flash Shad
• Ripshad
• Cicada
• Telescoping Pole Kits

Products and services

• Acme Tackle Fishing Lures Core fishing lure brand producing lures since 1922 including Kastmaster, Little Cleo, Phoebe, and various ice lures for multiple species in fresh and saltwater environments across open water and ice seasons.
• Kalin's Fishing Soft Plastics and Jigs Soft plastics and jig brand including Tickle Series, Pendu jigs, Sho-w Jig tungsten flash jigs, and tournament-tested soft plastics for various freshwater species.
• Brew City Marine Live Sonar Pole Mount Systems Heavy-duty, low-profile telescoping pole mount systems for live sonar (Garmin Live Scope, Lowrance ActiveTarget, Humminbird Mega Live / 360), made with Carbon Fiber Composite materials and backed by a lifetime warranty on materials and workmanship.
• Elliott Rods High-Performance Fishing Rods High-performance fishing rods featuring Syncork handles, graphite blanks, and technique-specific models including IDENTITY Series (with Delta Oval Guides, Adaman coating, nano-resin technology), Performance Bass Series, Performance Handle Series, Evolution Ice Series, and Odyssey Series.
• 2B FISHING Precision Rods Precision engineered fishing rods focused on value and performance, including 2B ICE Series for hardwater season, Genesis Series with walleye trolling and slip float rods, and Ceres Collection with ergonomic handle design for spinning, baitcast, and muskie applications.
• Moonshine Lures Glow Fishing Lures Glow fishing lures known for the brightest, longest-lasting glow in the fishing industry, using custom Super Glow paint technology. Products include MoonMaster spoons, Shiver Minnows, Shiver Spoons, RV Series Trolling Spoons, Casting Spoons, Flashers and Dodgers, and Jigging Spoons.
• Reef Runner Lures Crankbaits Durable crankbaits and lures including Flash Shad with rattles, Ripshad, Cicada vibration bait, and 800 Deep Divers in various sizes and colors.
• Beaver Dam Ice Fishing Gear Ice fishing tip-ups, ice rod/reel combos, replacement parts, and ice accessories for winter fishing season.
• Uncle Josh Bait Products Bait and scent products for fishing applications, including traditional bait offerings used to attract fish.
• Hard Baits Product category including jigs, spinner rigs, crankbaits and lipless crankbaits, blade baits, and vertical jigs (reaction baits) across Acme, Kalin's, Moonshine, and Reef Runner brands.
• Soft Baits and Plastics Soft plastic lures including minnows and paddle tails, grubs and scrubs, worms and leeches, Tickle Series, and frogs for various freshwater fishing techniques.
• Open Water Spoons Trolling and casting spoons from Acme, Moonshine, and Reef Runner for open water salmon, trout, walleye, and bass fishing applications.
• Terminal Tackle Terminal fishing tackle including bobbers and floats, flashers and dodgers, hooks, blades, replacement parts, swivels, leaders, and sinkers.
• Ice Fishing Products Ice fishing specific products including ice jigs, ice spoons, tip-ups (Beaver Dam), and ice rod/reel combos for winter hard-water fishing.
• FFS Pole Mounts and Kits Forward-facing sonar pole mounting systems and kits for boats including rail mount kits, track mount kits, pontoon mount kits, ice fishing kits, transducer mounts, and additional mounting components for Garmin, Lowrance, and Humminbird sonar systems.
• Fishing Rods Fishing rods across multiple brands and series (Elliott Rods, 2B FISHING, Beaver Dam) covering spinning, casting, trolling, muskie, and ice rod configurations with prices ranging from $109.99 to $415.
• Branded Apparel Branded apparel including hats, sweatshirts, t-shirts, and sunshirts across multiple brands (2B FISHING, Acme, Beaver Dam, Elliott Rods, Kalin's, Moonshine, Reef Runner, and Uncle Josh) priced from $25 to $42.

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• GarmincoreTechnology or Integration · 5 February 2025Brew City Marine pole mount systems are specifically designed and engineered to work with Garmin Live Scope sonar technology. The pole systems provide secure mounting solutions for Garmin's live imaging sonar equipment on various watercraft.
• LowrancecoreTechnology or Integration · 5 February 2025Brew City Marine pole mount systems are designed for Lowrance ActiveTarget sonar systems, providing compatible mounting solutions for Lowrance's forward-facing sonar technology.
• HumminbirdcoreTechnology or Integration · 5 February 2025Brew City Marine products are designed for Humminbird Mega Live and Mega 360 sonar units, offering mounting compatibility with Humminbird's live imaging products.
• Brew City MarinecoreChannel Partner/ Reseller/ Distributor · 5 February 2025Brew City Marine partners with Acme Tackle Company for growth and expanded distribution. Brew City Marine is a manufacturer of heavy-duty low profile pole mount systems for live sonar. Acme distributes Brew City products through their e-commerce platform and retail relationships, expanding market reach for Brew City.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pure Fishing: Multi-brand fishing tackle conglomerate owning Abu Garcia, Berkley, Penn, Fenwick, and Shakespeare across lures, rods, reels, and line. Closest analog to Acme's multi-brand portfolio strategy at significantly larger scale, with both direct e-commerce and broad wholesale distribution.
• Bass Pro Shops: Massive U.S. outdoor retailer with extensive fishing tackle assortment across lures, rods, and accessories. Comparable as a multi-channel fishing tackle retailer (DTC + retail) and a competitor for premium-AOV customers that Acme's premium-brand shipping exclusions may push to Bass Pro's free-ship assortment.
• PRADCO Outdoor Brands: Holding company for fishing lure brands including Bobby Garland, Heddon, Rebel, Smithwick, and LIVETARGET. Multi-brand fishing tackle model comparable to Acme's portfolio, with overlap specifically in crankbaits (Rebel/Reef Runner) and spoons (Heddon/Moonshine).
• Rapala VMC Corporation: Global fishing lure and tackle manufacturer with brands including Rapala, VMC, Storm, Luhr Jensen, and Blue Fox. Directly comparable to Acme's lure-centric product mix (Kastmaster, Moonshine spoons, Reef Runner crankbaits) with much larger international distribution.
• Shimano North America Fishing: Dominant fishing tackle and reel manufacturer with broad product portfolio across rods, reels, lures, and accessories. Overlaps with Acme's rod offerings (Elliott, 2B) and represents the scale incumbent Acme competes against in premium fishing equipment.

Direct peers

• Lew's Fishing: Fishing rod and reel manufacturer with multi-brand portfolio including Lew's, Quantum, and Fin-Tech. Comparable to Acme's rod portfolio (Elliott, 2B) at overlapping mid-to-premium price tiers, particularly in bass and multi-species segments.
• G. Loomis: Premium U.S.-made fishing rod manufacturer specializing in high-modulus graphite rods for bass, walleye, muskie, and salmon. Direct competitor to Elliott Rods IDENTITY Series at the $300-$500+ premium tier with strong tournament and pro-angler positioning.
• Strike King Lure Company: Specialty bass fishing lure manufacturer offering crankbaits, jigs, soft plastics, and terminal tackle. Direct competitor to Acme's hard baits (Reef Runner) and Kalin's soft plastics portfolios, with strong tournament-angler brand recognition.
• St. Croix Rods: Premium U.S.-made fishing rod manufacturer offering spinning, casting, muskie, and ice rods with similar technique-specific segmentation. Direct competitor to Elliott Rods and 2B FISHING at the premium-price tier ($200-$500+ rods).

Others

• Moose Knuckles (outdoor apparel adjacency): Not a direct tackle competitor but illustrative of branded outdoor apparel expansion strategy. Acme's branded apparel line ($25-$42 t-shirts, hoodies, sunshirts) across all 11+ brands represents an emerging high-margin adjacency that benefits from the same heritage-brand equity that premium outdoor apparel companies leverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@acmetacklecompany
• Facebookfacebook.com/acmetackle
• Instagraminstagram.com/acmetackle
• Xx.com/AcmeTackle
• LinkedInlinkedin.com/company/acme-tackle-company

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Acme Tackle Company