Skip to main content

Iconic Fishing Brand Zebco Acquired by Rather Outdoors

The company has been making fishing rods, reels, accessories since 1949.

Iconic Fishing Brand Zebco Acquired by Rather Outdoors

Zebco has a strong reputation for introducing young anglers to fishing. (Shutterstock image)

Citing Zebco's strength in the European fishing market, Rather Outdoors announced it has acquired the well-known fishing-tackle maker this week.

Rather is also the parent company of popular brands Lew’s and Strike King, and now Zebco subsidiary Quantum.

"We are thrilled to welcome Zebco to the Rather family of brands," CEO Ken Eubanks said in a news release. "From a company perspective, this business represents robust growth potential for Rather Outdoors and enables us to continue building a complementary offering for our most important partner, our consumers in the fishing community."

Tulsa, Okla.-based Zebco has been in business since 1949, making a variety of rods, reels and accessories for anglers of all ages. Rather says the fishing equipment space has seen a consistent upward trajectory in consumer participation, particularly among of youth and new anglers, areas where the Zebco excels.


"This bold acquisition positions Rather Outdoors to take full advantage of the sport's growth and momentum," Eubanks said.


Rather Outdoors now has an even deeper portfolio of fishing-gear companies. Along with Lew’s, Strike King, Quantum, and Zebco, it owns European brands Fox, Fox Rage, Matrix, Preston Innovations and Salmo. Learn more about these companies.

Zebco
Zebco has been making fishing gear for more than 70 years.

It was Zebco's positioning in Europe that attracted Rather, according to the news release. Zebco's strong portfolio in Europe includes Telford, England-based Preston Innovations and Zebco Europe, located in Tostedt, Germany. Preston, a leading UK match-fishing brand, has an established presence in the coarse, carp and bait segments of the European market. Zebco Europe distributes the namesake Zebco brand, but also has a strong share of Europe's predator fishing with Quantum, which originally launched in the U.S. in 1984.

"What the Zebco acquisition means for our retail partners is of utmost importance to Rather," Eubanks said. "A strong partnership between Rather and our retailers is in this company's DNA. We believe this deal will enhance consumer engagement and provide retail customers with a full complement to our heritage brands."

Added Steve Smits, president and COO of Zebco: "The team here at Zebco is proud of our past and the strong traditions of our brands. We believe that the leadership of Rather Outdoors remains committed to delivering the highest quality products to the loyal consumers of Zebco Brands."




About Rather Outdoors

Rather Outdoors is a global Outdoors corporation uniting some of the most recognizable names in the fishing space. With historic and iconic brands such as Lew's, Strike King, Salmo, and Fox, Rather Outdoors provides a wide assortment of fishing products worldwide in an effort to enhance anglers' success and the enjoyment of outdoor pursuits. To learn more about the Rather Outdoors brands, visit ratheroutdoors.com.

Get Your Fish On.

Plan your next fishing and boating adventure here.

GET THE NEWSLETTER Join the List and Never Miss a Thing.

Recommended Articles

See More Recommendations

Popular Videos

A Bolt Action from Benelli?

A Bolt Action from Benelli?

We know what you're thinking: Isn't Benelli a shotgun company? Of course it is, but decades of shotgun manufacturing actually put Benelli in a unique position to redefine what a hunting rifle should be. Episode 1 reviews some company history to explain how this all came about.

New for 2021: Bear Redemption EKO, Legit RTH Compound Bows

New for 2021: Bear Redemption EKO, Legit RTH Compound Bows

Bear Archery's newest bows - Redemption EKO and Legit RTH - are light, adjustable and fast.

New for 2021: Elite Archery Bows, Slick Trick Broadheads and CBE Sight

New for 2021: Elite Archery Bows, Slick Trick Broadheads and CBE Sight

Learn more about two new Elite Archery bows, the Enkore and Remedy, two new broadhead from Slick Trick and a new site from Custom Bow Equipment (CBE).

New for 2021: Mathews V3 27 & 31 Bows

New for 2021: Mathews V3 27 & 31 Bows

Bowhunter Editor Curt Wells had an exciting visit with Mark Hayes, design engineer for Mathews, as the pair looked at the new V3 27 and V3 31 bows.

See More Popular Videos

Trending Articles

When it comes to fishing baits, you won't find a more unusual variety than the strange brews of smelly ingredients often used to catch catfish. How To Make Your Own Catfish Dough Bait Catfish

How To Make Your Own Catfish Dough Bait

Keith Sutton - August 04, 2015

When it comes to fishing baits, you won't find a more unusual variety than the strange brews...

HyperFlite arrows improve accuracy, penetration.Barnett's Breakthrough Small-Diameter Crossbow Arrow Crossbows

Barnett's Breakthrough Small-Diameter Crossbow Arrow

Game and Fish Staff - December 09, 2020

HyperFlite arrows improve accuracy, penetration.

Here's a look at the latest shotguns, loads, calls, clothing and more.Great New Gear for Ducks & Geese 2021 SHOT Show

Great New Gear for Ducks & Geese 2021

Game and Fish Staff - January 12, 2021

Here's a look at the latest shotguns, loads, calls, clothing and more.

Get ready to braise ground venison with all the traditional chili ingredients, directly on the grill, for a smokin' hot take on this comfort food classic.Smoked Venison Chili Recipe Wild Game

Smoked Venison Chili Recipe

Eva Shockey - October 16, 2020

Get ready to braise ground venison with all the traditional chili ingredients, directly on the...

See More Trending Articles

More News

Listed as endangered just half a century ago, the American alligator now thrives across the South and represents one of our great conservation success stories.Once Endangered, the American Alligator Survived Potential Disaster Thanks to Conservation Efforts News

Once Endangered, the American Alligator Survived Potential Disaster Thanks to Conservation Efforts

Carolee Anita Boyles - September 21, 2020

Listed as endangered just half a century ago, the American alligator now thrives across the...

The record hickory shad is the first record of 2021 in Georgia.Angler Targets Crappie, Breaks 25-Year-Old Shad Record Records

Angler Targets Crappie, Breaks 25-Year-Old Shad Record

Game & Fish Staff - February 09, 2021

The record hickory shad is the first record of 2021 in Georgia.

On heels of historic winter weather, O.H. Ivie becomes hottest bass lake in Texas.Texas Follows Deep Freeze With Big-Bass Hot Streak News

Texas Follows Deep Freeze With Big-Bass Hot Streak

Lynn Burkhead - February 26, 2021

On heels of historic winter weather, O.H. Ivie becomes hottest bass lake in Texas.

In-Fisherman legend, 86, changed the sport of fishing like few others have.Fishing Pioneer, Hall-of-Famer Ron Lindner Passes Away News

Fishing Pioneer, Hall-of-Famer Ron Lindner Passes Away

Lynn Burkhead - December 01, 2020

In-Fisherman legend, 86, changed the sport of fishing like few others have.

See More News

Magazine Cover

GET THE MAGAZINE Subscribe & Save

Digital Now Included!

SUBSCRIBE NOW

Give a Gift   |   Subscriber Services

PREVIEW THIS MONTH'S ISSUE Arrow

Buy Digital Single Issues

Don't miss an issue.
Buy single digital issue for your phone or tablet.

Buy Single Digital Issue on the Game & Fish App

Other Magazines

Special Interest Magazines

See All Special Interest Magazines

GET THE NEWSLETTER Join the List and Never Miss a Thing.

Phone Icon

Get Digital Access.

All Game & Fish subscribers now have digital access to their magazine content. This means you have the option to read your magazine on most popular phones and tablets.

To get started, click the link below to visit mymagnow.com and learn how to access your digital magazine.

Get Digital Access

Not a Subscriber?
Subscribe Now