Fiiish
Fiiish is a French manufacturer of innovative soft and hard fishing lures and sport fishing accessories for predatory species, selling wholesale through professional retailers and an authorized distributor network spanning 15+ countries across Europe, the Americas, and the Middle East.
- Company typePrivate
- Founded2010
- HeadquartersGuipavas, France
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Fiiish does
Fiiish is a French manufacturer of innovative fishing lures and sport fishing accessories, founded in 2008 (per firmographic data; SIRET registration records align to 2010) and headquartered in Gouesnou, near Brest. The company designs and produces a portfolio of ~19 active products spanning soft lures (Black Minnow, Black Eel, Blaster Shad, Mud Digger, Crazy Paddle Tail, Crazy Sand Eel, Pit Swimmer, Master Shad), hard lures (Power Tail Shallow, BioTop Stick, Hypno Cast, Powertail EVO, Power Tail Saltwater, Power Tail Squid), and complementary accessories (Tresse Contact braided line, Perfect Link, Attractant, Original Quick Clip, The Glue). Technical differentiation rests on the patented HSV (High Swimming Vibration) swimming concept in the Crazy Sand Eel, proprietary attractant coatings, and UV/Glow phosphorescent color technologies. Products are designed for predatory species across freshwater and saltwater — bass, pike, zander, perch, trout, sea bream, sea bass, and cephalopods.
Fiiish operates a B2B wholesale model exclusively, selling through a dedicated pro.fiiish.com portal and email-based ordering to professional fishing tackle retailers, alongside an authorized international distributor network covering 15+ countries in Europe, the Americas, and the Middle East. The company maintains strict channel discipline, prohibiting unauthorized third-party marketplace sales to protect retailer margins and brand positioning. Pricing is set through annual order forms (publicly undisclosed), with 30-day end-of-month terms for established accounts, upfront payment for first orders, end-of-year RFA volume rebates, and a €150 HT free-shipping threshold within metropolitan France.
The company is a privately held SARL with €194,810 of registered capital, bootstrapped with no disclosed funding rounds, institutional investors, or parent company. Marketing is anchored by an ~11-person ambassador program of professional anglers producing fishing reports and YouTube technique videos, supplemented by technical guides, a newsletter, social media, and an annual product catalog. Fiiish is a member of GIFAP, the French industry association for fishing equipment manufacturers and suppliers. The business shows no material AI/ML, software, or platform components — it is a focused specialty consumer goods manufacturer whose assets are product IP, brand, and channel relationships.
Fiiish firmographics
Firmographics- Name
- Fiiish
- Legal name
- FIIISH SARL
- Website
- https://fiiish.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fiiish is a French manufacturer of innovative soft and hard fishing lures and sport fishing accessories for predatory species, selling wholesale through professional retailers and an authorized distributor network spanning 15+ countries across Europe, the Americas, and the Middle East.
- Ownership category
- akta.pro rank
Fiiish industry classification
Industry- Product category
- Sport Fishing Tackle
- akta.pro primary industry
- Lures, Flies & Terminal Tackle Specialty Retail (CRAMALAJ)
- akta.pro secondary industry
- General Fishing Tackle & Bait Retail (CRAMALAA)
Keywords
Where Fiiish is headquartered
LocationHeadquarters
- HQ city
- Guipavas
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Fiiish business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale B2B Lure Sales: Fiiish generates revenue through wholesale sales of its fishing lures and accessories to professional retailers and distributors. Products include soft lures (Black Minnow, Blaster Shad, Mud Digger, Crazy Paddle Tail, Crazy Sand Eel, Pit Swimmer, Master Shad, Black Eel), hard lures (Power Tail, BioTop Stick, Hypno Cast), and accessories (braided lines, connectors, attractants, clips, glue). Orders are processed through B2B website or email with pricing based on annual order forms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | B2B Wholesale Pricing - Annual Order Form |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Fiiish product offering
Product offeringCore offering
Fiiish designs, manufactures, and supplies innovative soft and hard fishing lures, along with complementary sport fishing accessories (braided lines, fluorocarbon leaders, attractant scents, clips, adhesive), for sport fishing targeting predatory fish species. Products are sold wholesale through a B2B model to professional fishing tackle retailers and exclusive regional distributors across Europe, North America, South America, and the Middle East. The range covers multiple techniques (linear retrieval, traction, vertical fishing, scraping, surface presentations) across freshwater and saltwater environments.
Product overview
Fiiish is a manufacturer of innovative lures for sport fishing, operating as a product company rather than a software platform. The product portfolio consists of two main categories of fishing lures: soft lures (leurres souples) including Black Minnow, Black Eel, Crazy Paddle Tail, Crazy Sand Eel, Blaster Shad, Mud Digger, Master Shad, and Pit Swimmer; and hard lures (leurres durs) including Power Tail Shallow, BioTop Stick, Hypno Cast, Powertail EVO, Power Tail Saltwater, and Power Tail Squid. Additionally, Fiiish offers a range of accessories including Tresse CONTACT braided lines, Perfect Link fluorocarbon/braided lines, Attractant scents, Original Quick Clip connectors, and The Glue adhesive. The products are designed for targeting various predatory fish species including sea bass, pike, zander, pike-perch, trout, and cephalopods across both freshwater and saltwater environments.
Differentiator
Problem solved
Functional benefit
Products and services
- Black Minnow The flagship soft lure of Fiiish's range, designed for multiple predatory fish species including bass, pike, zander, and trout. Available in multiple sizes (90-200mm) with various weighted heads.
- Black Eel A soft lure designed for coastal sea bass fishing, featuring a Texas rigging system for fishing in depth around rocky areas and kelp beds.
- Crazy Sand Eel A sand eel imitation lure using the patented HSV (High Swimming Vibration) concept to replicate the swimming motion of a fleeing sand eel, developed for sea bass fishing.
- Crazy Paddle Tail A soft lure with an inverted paddle tail that creates vibrations detectable through the rod, designed for fishing around rocky shelves and structures.
- Blaster Shad A soft shad lure available in sizes 130mm, 160mm, and 200mm, popular for pike fishing. Known for its ease of use with simple cast-and-reel animations.
- Mud Digger A lure developed based on zander fishing research, combining several new innovations for exceptional efficiency and attractiveness.
- Master Shad A soft shad lure from Fiiish's product range.
- Pit Swimmer A complementary soft lure for various fishing techniques, featured as part of Fiiish's product lineup.
- Power Tail Shallow A hard lure designed for shallow water fishing.
- BioTop Stick A surface lure that can be animated using the 'walking the dog' technique, allowing for long casting distances.
- Hypno Cast A hard lure in Fiiish's product lineup.
- Powertail EVO An evolution of the Power Tail series.
- Power Tail Saltwater A hard lure designed for saltwater fishing, mounted in 'full wire' construction for enhanced durability when targeting large predators like tuna.
- Power Tail Squid A lure designed for cephalopod fishing, featuring a vibrating paddle that stimulates cephalopod aggressiveness.
- Tresse CONTACT Braided fishing line from Fiiish's accessory range.
- Perfect Link Fluorocarbon and braided line offering available in Light, Medium, and Strong variants, used as mainline and leader material.
- Attractant Scent attractant product for lures.
- Original Quick Clip Quick clip attachment accessory for rapid lure configurations and weight adjustments during fishing sessions.
- The Glue Adhesive product for lure maintenance and assembly.
Quantifiable outcome
- Products distributed across 15+ countries through international distributor network
Companies that use Fiiish
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Fiiish technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fiiish partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- El Pez RosacoreExclusive distributor for Spain, located in Almería. Handles distribution of Fiiish products throughout the Spanish market.
- Micro X - Importação e Comércio de Artigos de Pesca, Lda.coreAuthorized distributor for Portugal based in Figueira da Foz.
- OLD CAPTAINcoreAuthorized distributor for Italy based in Busto Arsizio (VA).
- Bass ExpresscoreAuthorized distributor for the Netherlands based in Kockengen.
- Mister Fish Malta / Hook & Line MaltacoreAuthorized distributor for Malta.
- K.N. Fishing Equipment LtdcoreAuthorized distributor for Cyprus and Greece based in Larnaca.
- TEAM FISHING ZONEcoreAuthorized distributor for Bulgaria based in Sofia.
- Fishtaco Inc.coreAuthorized distributor for Canada.
- NEVICOcoreAuthorized distributor for Croatia based in Zadar.
- SALT Dış Tic. Ltd.Şti.coreAuthorized distributor for Turkey based in Istanbul.
- SNF SPORT AND FISHING ELIAHU BEHAR LTDcoreAuthorized distributor for Israel based in Holon, operating gofishing.co.il.
- KIDDY WHOLESALEcoreAuthorized distributor for United Kingdom and Ireland based in Devon, Torquay.
- Caimi & AllencoreAuthorized distributor for Chile based in Concón.
- PESHKATARI-AL shpkcoreAuthorized distributor for Albania based in Tirana.
- ABOS RYBARSKE POTREBYcoreAuthorized distributor for Czech Republic based in Prague.
- GIFAPminorFiiish is a member of GIFAP (Groupement Interprofessionnel des Fabricants et Approvisionneurs de la Pêche), the French industry organization for fishing equipment manufacturers and suppliers.
- LH Fishing AssociationminorFiiish partnered with LH Fishing Association as sponsor for the Open du Havre street fishing competition, a catch-and-release fishing event held in Le Havre harbor basins.
- Fish à l'afficheminorFish à l'affiche is a fishing media content creator that produces videos featuring Fiiish products. They documented catches of sea bream (pagres) and sea bass (lieus) using Fiiish Black Minnow and Crazy Sand Eel lures from kayak fishing sessions.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Fiiish competitors and assessment
Company assessmentBroad incumbents
- Rapala VMC Corporation: Global leader in fishing lures, hard baits, and fishing tackle with an extensive international distribution network. Highly comparable product portfolio (soft baits, hard baits, accessories) targeting the same predatory-fish segments as Fiiish, but at vastly larger scale across many more geographies.
- Berkley (Pure Fishing): Mass-market fishing tackle brand owned by Pure Fishing, offering an extensive portfolio of soft plastics, hard baits, lines and accessories. Overlaps with Fiiish across multiple predatory-fish segments at much larger scale and broader retail penetration.
- Penn Fishing (Pure Fishing): Iconic saltwater tackle brand under Pure Fishing covering rods, reels and terminal tackle. Tangentially comparable through its saltwater-lure and accessory offering and broad European retail footprint where Fiiish also competes.
- Decathlon (Tackle brands: Caperlan, etc.): French sporting-goods retailer with its own fishing tackle brand (Caperlan) selling soft and hard lures at value price points through a global store network. Squeezes shelf space and price points across the same European markets where Fiiish operates.
Direct peers
- Savage Gear: European sport-fishing brand (Denmark) specializing in innovative soft and hard lures for pike, perch, zander and sea bass. Closest direct competitor to Fiiish with overlapping species focus, proprietary 3D scanning/design technology, and similar B2B sales-led model through tackle retailers.
- Westin Fishing: Swedish lure manufacturer focused on premium pike, perch, zander and sea trout fishing lures. Comparable product philosophy (innovation-led, species-specific designs) and distribution through European tackle retailers, making it a strong peer for Fiiish.
- Illex: French lure manufacturer producing soft and hard baits for predators (black bass, pike, perch, sea bass). Similar geographic origin and B2B distribution approach, with overlapping product portfolio targeting French and European recreational anglers.
- Megabass: Japanese premium lure brand known for patented swimming-action technologies (similar in spirit to Fiiish's HSV concept). Comparable technology-led positioning in soft and hard lure categories targeting bass, sea bass and other predatory species.
- Keitech: Japanese manufacturer specializing in soft-plastic swimbaits and shads. Direct overlap with Fiiish's soft-lure range (Black Minnow, Blaster Shad class), competing for the same European/anglers targeting bass, pike and sea bass.
- ZMAN Fishing Products: US-based soft-plastic lure manufacturer known for durable ElaZtech formulations. Comparable focus on premium soft baits for predator fishing with proprietary material technology, distributed through tackle retailers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Fiiish social profiles
Digital presenceFiiish financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fiiish leadership team
Management profileNumber of profiles
Profiles1 record
Fiiish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fiiish M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fiiish
What does Fiiish do?
Fiiish designs, manufactures, and supplies innovative soft and hard fishing lures, along with complementary sport fishing accessories (braided lines, fluorocarbon leaders, attractant scents, clips, adhesive), for sport fishing targeting predatory fish species. Products are sold wholesale through a B2B model to professional fishing tackle retailers and exclusive regional distributors across Europe, North America, South America, and the Middle East. The range covers multiple techniques (linear retrieval, traction, vertical fishing, scraping, surface presentations) across freshwater and saltwater environments.
Is Fiiish a public or private company?
Fiiish is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fiiish founded?
Fiiish was founded in 2010. It employs 11 to 50 people.
Where is Fiiish based?
Fiiish is headquartered in Guipavas, France, in the Europe region.
How does Fiiish make money?
One revenue line is on record: wholesale B2B Lure Sales.
Who are Fiiish's main competitors?
Broad incumbents on record are Rapala VMC Corporation, Berkley (Pure Fishing), Penn Fishing (Pure Fishing) and Decathlon (Tackle brands: Caperlan, etc.). Direct peers are Savage Gear, Westin Fishing, Illex, Megabass, Keitech and ZMAN Fishing Products.
Does Fiiish have an API?
No public API is recorded for Fiiish.
What industry is Fiiish in?
Fiiish's product category is Sport Fishing Tackle. Its primary akta.pro industry code is CRAMALAJ, Lures, Flies & Terminal Tackle Specialty Retail, with a secondary code of CRAMALAA, General Fishing Tackle & Bait Retail.