We had already talked to you about ERM Pêche in 2020 since we had proposed the presentation of the Chinese high-end brand Maxel Fishing. ERM Pêche intends to continue its progression and it is in this purpose that Romain Arroniz decided to distribute other brands, coming from Japan this time. Brands that are not much imported in Europe but already enjoy a certain popularity in France among Japanese tackle enthusiasts.
A little history
ERM Pêche is initially a small French SME created in 2013 and specialized in the maintenance and repair of fishing reels, all brands included. In 2018, Romain Arroniz had the opportunity to take over the distribution of Maxel Fishing, a high-end brand specialized in the design, manufacture and marketing of sea fishing equipment and particularly renowned for its casting reels (our article on this brand is available HERE ).
From 2019, ERM Pêche takes part in various French national and regional fishing shows (Antibes, Solenzara, etc) with the aim of making the Maxel Fishing brand known to the French but it is especially its passage at the Nantes show in February 2020 which allowed to give a real visibility to the ERM Pêche company. From there, markets have quickly developed. France but also the Dom Tom, Algeria and an expansion of the market in Morocco is underway.
The arrival of Japanese brands
"A real pleasure to work with such high quality products"
In August 2020, ERM Pêche had the opportunity to negotiate the distribution of various Japanese brands to complete the range of Maxel Fishing products while remaining mainly on the high-end sea fishing segment. These brands are CB One, Studio Ocean Mark, Zeake, Mangrove Studio and Souls.
Zeake's Casting Jigs
Zeake is a brand mainly known and very famous for its casting jigs (metal jig for fishing in casting-ramming) and more particularly for its natural colors (anchovy, mug, sardine, etc). In the Zeake range we find casting jigs from 2-3g (for rockfishing) to 60g.
Reel customization by Studio Ocean Mark
Studio Ocean Mark is a brand whose 70% of activity corresponds to the development and production of custom parts for fishing reels. Fighting balls, handles for casting or spinning reels, spools for Shimano, Daiwa reels, etc.
Studio Ocean Mark also offers casting reels and is known for having released one of the very first high-end casting reels with 100% titanium gears. A brand that is very complementary to the Maxel brand in terms of expertise.
The handcrafted rods of Souls, CB One and Mangrove Studio
Souls, CB One and Mangrove Studio are Japanese designers of high-end artisanal fishing rods for exotic fishing. The particularity of Souls is to have widened its horizon by proposing also trout rods that Romain Arroniz decided not to import, preferring to concentrate on his field of expertise: sea fishing.
"I want to develop what I have mastered"
These 3 brands also develop a range of lures and jigs, also top of the range.
Overlapping of ranges on purpose
There may be some overlap in product ranges between these different brands, all of which are positioned in the high-end segment, but when asked about this point, Mr. Arronniz said: "It was necessary for all these brands to be represented at ERM Pêche because they do not produce large enough volumes individually, not enough to supply all the countries. So bringing these three brands together ensures that volume."
The ambitions of ERM Pêche for the future
Romain Arroniz is unequivocal on this point: "The objective of ERM Pêche is to grow and develop further on the markets where we are already present, namely France, the French overseas departments and territories, Algeria and Morocco. Also, a website is under construction and should be operational within a few months
The last word for Maxel Fishing
Romain Arroniz assures us that ERM Pêche continues to study the market and the specific needs of the most demanding fishermen and informs us that several series of Maxel rods are about to be released. "We are finalizing the development of a rod for slow trolling with lead keeper for the Corsican market. We have succeeded in producing a blank of 8-30lbs allowing, thanks to its very fine and flexible tip, to detect the touches of grey sea breams for example, but also to fight tuna thanks to its power of 30 lbs in the butt. I think it will become a reference rod on this technique in the years to come!"
A future French distributor of high-end Japanese equipment is being born, count on us to follow this closely!
