Flashmer

What Flashmer does

Flashmer is a French fishing tackle manufacturer and distributor founded in 1970 and headquartered in Granville, France (177 rue Jeanne JUGAN). The company operates both a house brand and a curated distribution portfolio of more than 50 international fishing tackle brands, with a particular emphasis on Japanese manufacturers (Owner, Yo-Zuri, Maruto, Explorer Tackle, Tailwalk, Fuji Toki) and US-style technical lure fishing brands (St. Croix Rods, Seviin, Booyah, BONIBAITS, Snag Proof, Lunker City, Freedom, X Zone Lure). Its product catalog spans rods, reels, lines, leaders, hard lures, soft lures, hooks, floats, rigging accessories, baits, and tackle storage, with retail prices ranging from under €1 for small accessories to €799 for premium rods. Flashmer invented the 'leurre à Bar' (sea bass lure) and continues to produce house-brand products alongside its distributed portfolio.

The business runs a hybrid B2C/B2B model: the consumer-facing flashmer.com storefront serves individual recreational and sport anglers across France with full catalog browsing, filtering, and direct purchase, while a dedicated B2B portal (pro.flashmer.com) serves professional retailers, distributors, and professional fishermen with wholesale access. Marketing channels are primarily the e-commerce site and a content blog publishing product news, new-release announcements, and technique articles (e.g., Owner STX hooks, Tailwalk Hi-Tide SSD rods, Yo-Zuri poppers). Revenue is generated through unit-priced sales across both B2C and B2B channels, with no subscription, marketplace, or platform-revenue mechanics disclosed. The company is privately held, has no disclosed external investors, no parent company, and no public listing; ownership structure is not disclosed in available sources.

Name

Flashmer

Legal name

Flashmer

Website

https://flashmer.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Flashmer is a French fishing tackle manufacturer and distributor founded in 1970, headquartered in Granville, selling house-brand and 50+ international brands (Owner, Yo-Zuri, St. Croix, etc.) to recreational anglers, professional fishermen, and B2B retailers via flashmer.com and pro.flashmer.com.

Ownership category

akta.pro rank

Product category

Fishing Tackle & Equipment

akta.pro primary industry

General Fishing Tackle & Bait Retail (CRAMALAA)

akta.pro secondary industries

Rods, Reels & Line Specialty Retail (CRAMALAI), Lures, Flies & Terminal Tackle Specialty Retail (CRAMALAJ), Saltwater & Offshore Fishing Specialty Retail (CRAMALAC)

Keywords

• Fishing tackle
• Fishing equipment
• Fishing lures
• Fishing rods
• Sporting goods

Headquarters

HQ city

Granville

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Pricing tiers

Distribution channels2 records

Marketing channels2 records

Core offering

Flashmer manufactures and distributes fishing tackle — rods, reels, lines, lures, hooks, floats, rigging accessories, bait, and related gear — under its own Flashmer house brand and through exclusive distribution of over 50 premium international brands (Owner, Yo-Zuri, St. Croix, Maruto, BONIBAITS, Booyah, Scratch Tackle, Explorer Tackle, and others). The company sells primarily to recreational and sport anglers in France via its B2C e-commerce site (flashmer.com), and to fishing tackle retailers and distributors via a dedicated B2B portal (pro.flashmer.com).

Product overview

Flashmer is a French fishing equipment manufacturer and distributor established in 1970, based in Granville, France. The company operates as a B2C/B2B e-commerce platform offering a comprehensive portfolio of fishing gear. The product range is structured around Flashmer's own house brand combined with numerous distributed international brands. Core product categories include fishing rods (Cannes) and reels (Moulinets) featuring St. Croix, Seviin, and Explorer Tackle brands; fishing lines and leaders (Fils/Tresses/Aciers, Lignes/Bas de Lignes); lures (Leurres) spanning hard lures, soft lures, jigs, and squid jigs from Yo-Zuri, BONIBAITS, Booyah, Freedom, and X Zone Lure; hooks (Hameçons) from Owner and Maruto; floats (Flotteurs) from Flashmer and Jet Bull; plus rigging accessories, tools, bait, clothing, and storage. Flashmer invented the famous 'leurre à Bar' (sea bass lure). The company distributes over 55 international brands including Owner (Japanese hooks), Yo-Zuri (Japanese lures), St. Croix Rods (US rods), Seviin (US reels), and several US bass fishing brands. New 2026/2027 products include Yo-Zuri SonicBoom SB Pop, BONIBAITS Happy Slim and Happy Hybrid, Tailwalk Hi-Tide SSD rods, and Owner STX triple hooks.

Differentiator

Problem solved

Functional benefit

Products and services

• TUNA STAR 5 (Explorer Tackle) Big game trolling lure from Explorer Tackle, designed for tuna and large pelagic species, distributed by Flashmer for the French market.
• PREDATOR SP FLASH ORANGE (Owner) Fishing lure from Owner (Japanese manufacturer) for predatory fish, distributed by Flashmer.
• Black Bass Spinning Rod (St. Croix) Premium US-made spinning rod from St. Croix for black bass fishing, part of Flashmer's Florida Fishing 2026 catalog.
• PLOMB MAQUEREAU (Flashmer house brand) Flashmer house-brand mackerel lead weight (leaded sinker) for shore and boat mackerel fishing.
• AMIEBI JISUN SABIKI PINK SKIN Sabiki rig with 8 golden hooks and natural fish skin, UV pink coloring, for mackerel and small pelagic bait fishing.
• SONIC COAT GEL (Spike-It) Garlic-flavored attractant gel from Spike-It (30ml) for enhancing lure appeal on predatory fish.
• Yo-Zuri SonicBoom SB Pop 120F Yo-Zuri surface popper lure, 120mm / 32g, floating, targeting sea bass, bonito, sea bream, meagre, and tuna.
• Happy Slim (BONIBAITS) Handmade artisanal slim-profile swimbait from BONIBAITS in three sizes (18–27cm), targeting sea bass, pike, perch, zander, catfish, pollock, and cod.
• Happy Hybrid (BONIBAITS) Handmade hybrid paddle + curly tail swimbait from BONIBAITS in three sizes (24–35cm), targeting sea bass, pike, pollock, cod, catfish, and carp.
• BABY BOO JIG (Booyah) Booyah mini finesse jig (5/16 oz) with Mustad black nickel forged hook, silicone Bio Flex skirt, and nylon weed guard for bass, pike, perch, zander, catfish, and trout.
• Fishing Rods (Cannes) Spinning and casting fishing rods for sea fishing, bass fishing, and freshwater fishing. Brands distributed include St. Croix, Explorer Tackle, and Tailwalk. Includes new Tailwalk Hi-Tide SSD rods for shore fishing.
• Fishing Reels (Moulinets) Fishing reels including spinning and casting reels. Seviin brand featured for both spinning and casting applications in the Florida Fishing 2026 catalog.
• Fishing Lines / Braids / Wires (Fils / Tresses / Aciers) Fishing lines including braided lines, nylon lines, and steel wires for various fishing techniques.
• Fishing Lures (Leurres) Wide range of lures including hard lures (poppers, swimbaits, jerkbaits, stickbaits), soft lures (shads, creatures, worms), jigs, spoons, spinners, and squid jigs for both sea and freshwater fishing. Brands include Yo-Zuri, Flashmer, Explorer Tackle, Scratch Tackle, X Zone Lure, Sea Squid, Lunker City, Booyah, Freedom, BONIBAITS, and Owner.
• Fishing Hooks (Hameçons) Fishing hooks including single hooks, treble hooks, assist hooks, rigged and non-rigged hooks. Owner (Japanese, chemically sharpened) and Maruto (Japanese) are the primary suppliers, with Flashmer, Explorer Tackle, Scratch Tackle, and ODZ completing the range. New 2025–2026 Owner STX and Triples Predator hooks.
• Fishing Floats (Flotteurs) Fishing floats including classic floats, luminous floats with Starlite, bombshells for lure fishing, and water bubbles. Flashmer brand (classic, luminous, bombshells) and Jet Bull (water bubbles).
• Lines / Leaders (Lignes / Bas de Lignes) Fishing lines and leaders including pre-rigged lines, sabikis, feathers, trolling lines, and longlines. Flashmer brand dominates with Owner, Ecoline, Explorer Tackle, and Sea Squid for specialized lines.
• Feathers / Sabikis / Lures (Plumes / Sabikis / Leurres) Traditional Breton and Mediterranean feathers, multi-hook sabikis for mackerel and horse mackerel fishing, made with natural fish skin and golden hooks.
• Longlines (Palangres) Heavy-duty longlines for big game fishing.
• Rigging Accessories (Accessoires de montage) Rigging accessories for fishing setups.
• Fishing Tools (Outillage) Fishing tools and equipment.
• Rod Holders (Supports de cannes) Rod holders and supports for boat and shore fishing.
• Fishing Baits (Appâts) Fishing baits including live baits, artificial baits, and attractants. SPIKE-IT brand attractants included (e.g., SONIC COAT GEL).
• Fisherman's Equipment (Equipements du pêcheur) Personal equipment for fishermen including clothing, sunglasses, and accessories.
• Fishing Clothing & Sunglasses (Habillement / Lunettes) Fishing clothing and sunglasses for anglers.
• Luggage / Storage (Bagagerie / Rangement) Luggage and storage solutions for fishing gear.
• Espace Pro B2B Wholesale Portal Dedicated B2B professional portal (pro.flashmer.com) for fishing tackle retailers, distributors, and professional customers requiring wholesale access to Flashmer's catalog with B2B-specific ordering systems and wholesale pricing.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• OwnercoreChannel Partner/ Reseller/ DistributorOwner (Japan, since 1968) is a leading Japanese hook manufacturer. Flashmer distributes Owner's full range of chemically-sharpened hooks, treble hooks, assist hooks, and jig heads throughout France. Owner products represent a significant portion of Flashmer's hook catalog.
• Yo-ZuricoreChannel Partner/ Reseller/ DistributorJapanese lure manufacturer known for high-quality hard lures, poppers, and squid jigs (turluttes). Flashmer distributes Yo-Zuri products including the Aurie-Q, SonicBoom SB Pop, and EGI series.
• MarutocoreChannel Partner/ Reseller/ DistributorJapanese hook manufacturer specializing in high-quality hooks for various fishing techniques. Flashmer distributes Maruto hooks including the 1050, 1092, and 1094 series.
• Explorer TackleminorChannel Partner/ Reseller/ DistributorFlashmer distributes Explorer Tackle products including specialized jig heads, assist hooks, and trolling lures. Products include TUNA STAR series for big game fishing.
• Scratch TackleminorChannel Partner/ Reseller/ DistributorFrench manufacturer of jig heads and specialized freshwater fishing tackle. Flashmer distributes Scratch Tackle products for the French market.
• Sea SquidminorChannel Partner/ Reseller/ DistributorSpecialized manufacturer of squid jigs and cephalopod fishing tackle. Flashmer distributes Sea Squid products for the French market.
• St. Croix RodsminorChannel Partner/ Reseller/ DistributorAmerican premium rod manufacturer. Flashmer distributes St. Croix rods including the Avid Trek Spinning and Black Bass Spinning series, marketed as part of the 'Florida Fishing' US-style lure fishing concept.
• BooyahminorChannel Partner/ Reseller/ DistributorAmerican lure manufacturer known for spinnerbaits, chatterbaits, and rubber jigs. Flashmer distributes Booyah products including the Counter Strike, Melee, Baby Boo Jig, and Pad Crasher series.
• BonibaitsminorChannel Partner/ Reseller/ DistributorManufacturer of artisanal soft swimbaits. Flashmer distributes Bonibaits products including the Happy, Happy Slim, and Happy Hybrid series of handcrafted soft lures.
• Freedom (Lures)minorChannel Partner/ Reseller/ DistributorLure manufacturer producing jigs, blade baits, spinnerbaits, and buzzbaits. Flashmer distributes Freedom products including Flash Turnback, Blade Bait, Swing Buzz, and swim jigs.
• Lunker CityminorChannel Partner/ Reseller/ DistributorAmerican soft lure manufacturer known for finesse plastics and shads. Flashmer distributes Lunker City products in France.
• X Zone LureminorChannel Partner/ Reseller/ DistributorSoft lure manufacturer. Flashmer distributes X Zone Lure products including Ned Rig heads, Ned Zone, Blitz Worm, Punisher Craw, and SNAK'EEL series.
• Snag ProofminorChannel Partner/ Reseller/ DistributorFrog and creature lure manufacturer. Flashmer distributes Snag Proof products including Zoo Prop and Zoo Kick topwater frogs.
• TailwalkminorChannel Partner/ Reseller/ DistributorJapanese fishing gear manufacturer. Flashmer distributes Tailwalk products including Hi-Tide SSD rods for shore fishing, marketed through the 'Florida Fishing' concept.
• Trefle CreationminorChannel Partner/ Reseller/ DistributorFrench artisanal lure manufacturer. Flashmer distributes Trefle Creation products including RAFALEA JT series of articulated minnows for trout fishing.
• SeviinminorChannel Partner/ Reseller/ DistributorReel manufacturer marketed as part of the US-style 'Florida Fishing' concept, providing quality spinning and casting reels complementary to St. Croix rods.
• Jet BullminorChannel Partner/ Reseller/ DistributorFloat and bubble manufacturer. Flashmer distributes Jet Bull products including spherical and oval floats in various colors and lead configurations.
• Fuji TokiminorChannel Partner/ Reseller/ DistributorJapanese manufacturer of floats and accessories. Flashmer distributes Fuji Toki products including specialized float components.
• Spike ItminorChannel Partner/ Reseller/ DistributorAttractant and scent manufacturer. Flashmer distributes Spike It products including Sonic Coat Gel attractant in various flavors.

Recent moves5 records

Expansion highlights4 records

Others

• Shimano: Global Japanese tackle manufacturer and one of the dominant players in rods, reels, and components. Comparable to Flashmer as an upstream supplier/ecosystem participant whose products Flashmer distributes, and as a benchmark for what a vertically integrated tackle company looks like.
• Daiwa: Major Japanese fishing tackle manufacturer with global distribution of rods, reels, and accessories. Comparable to Flashmer in terms of the tackle category served; an upstream brand whose products compete with those Flashmer distributes (e.g., Owner, Yo-Zuri) and that defines category expectations.
• Au Vieux Campeur: French outdoor/mountain sports retailer with a fishing section. Adjacent peer to Flashmer as a France-based specialty outdoor retailer whose tackle assortment competes for some of the same end customers, though its primary focus is broader outdoor sports.

Direct peers

• Pêche Mania: French online fishing tackle specialist with a broad catalog of rods, reels, lures, and accessories. Closely comparable to Flashmer in being a France-based specialty e-tailer carrying multiple premium brands for recreational anglers.
• Henri Gold: Long-established French fishing tackle retailer with both store presence and e-commerce. Comparable to Flashmer as a France-based specialty multi-brand fishing tackle distributor with a long operating history.
• Pacific Pêche: One of the largest French specialty fishing tackle retailers, operating both physical stores and a strong e-commerce channel. Directly comparable to Flashmer as a multi-brand fishing tackle distributor targeting French recreational anglers with a similar product mix (rods, reels, lures, hooks).

Regional players

• Tackle Direct: US-based specialist fishing tackle e-tailer carrying a broad range of rods, reels, lures, and accessories. Comparable to Flashmer in pure-play e-commerce specialty tackle distribution model, though serving the North American market.
• Angling Direct: UK-based specialist fishing tackle retailer with both e-commerce and a network of physical stores. Comparable to Flashmer in business model (specialty multi-brand tackle retailer serving recreational anglers), though operating in a different geography.

Broad incumbents

• Decathlon: Global sporting goods retailer headquartered in France with a substantial fishing tackle category alongside broader outdoor sports. Comparable to Flashmer as a competing channel for French fishing tackle buyers, though Decathlon's portfolio spans many sports and its tackle assortment skews entry-level.
• Rapala VMC: Finnish global fishing tackle group with a broad lures, hooks, and tools portfolio distributed worldwide. Comparable to Flashmer as a multi-brand tackle supplier/distributor with both proprietary brands and acquired labels competing for shelf space at specialty retailers like Flashmer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FlashmerPeche
• Facebookfacebook.com/flashmer
• LinkedInlinkedin.com/company/flashmer

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 Flashmer