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Carlsquare advised Fishing-King and Afinum on the aquisition of the fishing tackle retailer Stollenwerk Group

With its acquisition of the renowned fishing tackle retailer Fachversand Stollenwerk, Afinum-backed Fishing-King is expanding its product and service offering for passionate anglers and angling beginners. The acquisition marks the first step in the joint strategy to leverage Fishing-King’s status as the angling community’s leading platform and brand to expand into adjacent business areas.

Fishing-King is the undisputed market leader in online courses and fishing license tests, both a mandatory requirement to legally fish in the GSA-region. In working together with associations and clubs, Fishing-King educates anglers about fishing and conservation. As the first-mover in online fishing courses, Fishing-King and its founder Hubertus Massong have built up a strong community on social media and reputation in the overall fishing sphere with over 110,000 successful participants to date.

“True to the saying that ‘when it is most beautiful, you should stop’, Angelika (Stollenwerk) and I have decided to merge with an ambitious pioneer in the fishing sector as part of the company’s succession. On one hand we look forward to spending more time fishing and finally having more time with friends and family. On the other, the Group has been our life for 28 years and our team, our suppliers and business partners are very important to us. They have made our success possible.”
Joachim Stollenwerk, Founder

Fachversand Stollenwerk has been founded as a pure mail order company in 1994, opening a flagship store in Plochingen, near Stuttgart, in 2001. Today it operates an established online shop for tackle and fishing equipment with an extensive product portfolio for various types of fish or angling with a focus on spinning, catfish and sea fishing gear. Multiple awards and its brand recognition in the industry underline its leading position.

With this merger, customers can be offered a holistic service and new digital content in the future. By combining the two complementary business models, the group will in future serve its customers along the entire value chain: from their first interest in fishing, to training and further education, to choosing the right fishing tackle.

“Our goal is to be the interface between anglers, associations and suppliers to educate and equip the next generation of conservation anglers and water wardens. In order to get closer to our vision, we will jointly promote the development of sustainable fishing tackle in 2023. With a motivated team, many years of experience and modern technology, we are perfectly positioned for this.”
Erik Walter, CMO of the group and Managing Director of Stollenwerk

The companies have agreed not to disclose details about the transaction. Carlsquare acted as the exclusive financial advisor to Fishing-King and Afinum.

Daniel Garlipp
Daniel Garlipp LinkedIn
Managing Partner
Maurice Hinrichs
Maurice Hinrichs LinkedIn
Vice President