Penn Fishing Tackle

Name

Penn Fishing Tackle

Legal name

Penn Fishing

Website

https://pennfishing.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1–10 employees

Short description

Penn Fishing Tackle is a heritage 1932 saltwater fishing brand and subsidiary of Pure Fishing, Inc., designing and selling spinning, conventional, baitcast, and electric reels, rods, combos, tools, and apparel to recreational saltwater anglers via DTC e-commerce, dealers, and affiliates.

Ownership category

akta.pro rank

Product category

Saltwater Fishing Tackle & Equipment

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Rods, Reels & Line Specialty Retail (CRAMALAI)

akta.pro secondary industries

Saltwater & Offshore Fishing Specialty Retail (CRAMALAC), Boat Fishing Accessories & Rigging Retail (Downriggers, Trolling, Rod Holders) (CRAMALAM)

Keywords

• Saltwater fishing reels
• Fishing rods
• Rod and reel combos
• Fishing tackle equipment
• Electric fishing reels

Headquarters

HQ city

Spirit Lake

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fishing Tackle Hardware Sales: One-time sale of fishing reels, rods, combos, tools, accessories, and apparel. Products sold at various price points from entry-level to premium. No recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Penn Fishing Tackle designs, manufactures, and sells saltwater fishing gear including reels (spinning, conventional, baitcast, electric), fishing rods across multiple collections, pre-matched rod-and-reel combos, fishing tools, accessories, and apparel. The product portfolio is organized by fishing technique (inshore, offshore, nearshore, surf) and price tier from entry-level combos to premium International and Fathom Electric series priced above $1,000. Sales occur through the company's own e-commerce storefront, an authorized dealer network, and affiliate partners.

Differentiator

Problem solved

Functional benefit

Brands

• Fathom: Electric fishing reel featuring integrated lithium-ion battery and variable speed control
• Battle
• Clash
• Senator
• Slammer
• Spinfisher
• Squall
• Torque
• Wrath
• Authority
• Fierce
• International
• Pursuit
• Ally Collection
• Battalion Collection
• Carnage Collection
• Mariner Collection
• Prevail Collection
• Rampage Collection
• Squadron Collection

Products and services

• Fathom Electric Reel Kit Premium cordless electric fishing reel kit with integrated lithium-ion battery and variable speed control for offshore and big-game anglers; priced $949.95 - $1,069.95.
• Fathom II Lever Drag 2-Speed Conventional Reel Two-speed conventional reel with a lever drag system for offshore and heavy tackle applications; priced $299.95 - $409.95.
• Fathom II Level Wind Conventional Reel Level wind conventional reel with even line distribution for trolling applications; priced $299.95 - $349.95.
• International VISX Extreme Conventional Reel Premium extreme-duty conventional reel for international big-game fishing; available in two colors, priced $609.95 - $769.95.
• International VISW 2-Speed Wide Conventional Reel Wide-frame two-speed conventional reel for heavy offshore fishing; priced $719.95 - $1,019.95.
• Squall II Level Wind Conventional Reel Level wind conventional reel for mid-tier trolling applications; priced $179.95 - $209.95.
• Pursuit V Spinning Combo Fifth-generation entry-level spinning rod-and-reel combo for value-oriented anglers; priced $104.99 - $144.99.
• Pursuit V Travel Spinning Combo Portable travel version of the Pursuit V spinning combo with multi-piece design for anglers on the move; priced $144.99 - $164.99.
• Pursuit V LE Spinning Combo Limited edition Pursuit V spinning combo; priced $134.99 - $164.99.
• Squadron IV Surf Spinning Rod Fourth-generation surf spinning rod for beach and surf anglers targeting striped bass, redfish, and snook; priced $94.99 - $139.99.
• Rival II Level Wind Conventional Reel Second-generation Rival level wind conventional reel, a newly launched offering in the Penn product lineup.
• Warfare II Level Wind Conventional Reel Second-generation Warfare level wind conventional reel for mid-tier offshore anglers; priced $139.99 - $169.99.
• Penn Fishing Reel Lines (Spinning, Conventional, Baitcast, Electric) Complete line of branded reels by category: Spinning Reels (sizes 1000 to over 8000 covering inshore, offshore, nearshore, and surf), Conventional Reels (sizes under 10 to over 80 including IGFA-class models), Baitcast Reels for precision casting, and Electric Reels including cordless lithium-ion battery powered models.
• Penn Fishing Rod Collections (Ally, Battalion, Carnage, Mariner, Prevail, Rampage, Squadron) Complete line of fishing rods across seven collections covering boat rods, inshore rods, jigging rods, offshore rods, slow pitch rods, surf rods, casting rods, and spinning rods, with specialized electric rod options.
• Penn Fishing Rod-Reel Combo Series (Battle, Fierce, Pursuit, Rival, Senator, Spinfisher, Squall, Warfare, Wrath) Pre-matched rod-and-reel combinations spanning spinning combos, conventional combos, lever drag combos, level wind combos, live liner combos, star drag combos, and travel combos for complete fishing setups.
• Penn Fishing Tools and Accessories Branded fishing tools and accessories including pliers, crimps, filet knives, line winders, oil/grease/cleaner, rod and reel covers, rod butts, and electric reel accessories.
• Penn Fishing Apparel Branded fishing apparel including shirts, hoodies, performance wear/sun shirts, and hats, plus a collaborative Malosi x PENN collection.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Pure Fishing, Inc.parentOthersPenn Fishing is a brand owned and operated by Pure Fishing, Inc., a global fishing equipment company. Pure Fishing owns multiple fishing brands and handles corporate functions including careers/hr.

Scale indicators1 record

Direct peers

• Shimano: Shimano is the global leader in fishing tackle (including saltwater spinning and conventional reels) and is the most direct competitor to Penn across reel types. Both companies serve serious saltwater anglers with premium-priced, durable reel/rod systems and compete for the same offshore/deep-sea buyer.
• Daiwa: Daiwa is a Japanese tackle manufacturer with extensive saltwater spinning, conventional, and electric reel lines that directly overlap Penn's product portfolio. Both brands target saltwater anglers seeking durability and drag performance at premium price points.
• Abu Garcia: Abu Garcia is a sibling brand under Pure Fishing with overlapping reel categories (spinning, conventional, baitcast) targeting similar freshwater and saltwater anglers. As a portfolio cousin, it represents both an internal resource-sharing peer and a direct competitive overlap.
• Okuma Fishing: Okuma manufactures saltwater and freshwater reels and rods at competitive mid-tier price points, directly overlapping Penn's conventional and spinning reel categories. Both serve offshore and surf anglers with comparable product positioning.
• Lew's: Lew's is a U.S. tackle maker known for conventional and baitcast reels that directly compete with Penn's lever-drag and level-wind product lines. Both brands emphasize durability and American angler heritage.

Emerging players

• 13 Fishing: 13 Fishing is a younger U.S. tackle brand with patented innovations (e.g., freefall systems) that overlap Penn's baitcast and spinning categories. It represents a newer entrant challenging established players like Penn with modern design and direct-to-consumer positioning.
• Avet Reels: Avet Reels is a U.S. manufacturer specializing in high-end saltwater conventional and lever drag reels, directly competing with Penn's International and Fathom lines for offshore big game anglers.
• Accurate Fishing: Accurate Fishing produces premium two-speed conventional reels targeting the same offshore tuna/marlin anglers that buy Penn's International VISX/VISW series, competing at the high-end price tier.
• Maxel: Maxel is a specialty electric reel manufacturer whose products directly compete with Penn's Fathom Electric Reel in the cordless, lithium-powered offshore reel category — a battleground that Penn is trying to own with its 2024 product launch.

Broad incumbents

• Rapala: Rapala is a globally diversified fishing tackle brand with broader product breadth (lures, rods, reels) including saltwater offerings. While freshwater-skewed, it competes with Penn at the brand and channel level in multi-category tackle retail.

Market position

Customer concentration

• YouTubeyoutube.com/user/PENNfishing
• Facebookfacebook.com/pennfishing
• Instagraminstagram.com/pennfishing
• LinkedInlinkedin.com/company/penn-reel-co

Revenue estimate

Valuation estimate

Number of profiles

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 Penn Fishing Tackle