Epic shareholders have sold a majority stake to Japanese outdoors company, Snow Peak.

As background, Tohru Yamai (Chair/CEO of Snow Peak) has been a private minority shareholder in Swift Fly Fishing for a while and remains a ~5% shareholder. Founder, Carl McNeil holds a ~25% holding, with Snow Peak acquiring the remaining 70% from existing stockholders.

The early read from Southflyfisher is that this means Epic will simply be able to do more and better.

Snow Peak has a strong distribution network for quality outdoor gear, as well as their own retail network. Epic will now be able to sell their rods, reels and Epic tackle into this global network. More orders & sales means more investment going into development of a wider range of rods & reels and new technology advancement, which is something Epic is renowned for.

Snow Peak has some pretty cool concept campgrounds that represent opportunities for fly fishing camps and the like, as these sites expand into new locations.

Snow Peak is not a private equity firm looking to cut staff and strip out profits - quite the opposite in our opinion. Expect to see new technology rods with offerings in sizes and weights not previously available to a small family company focused on the highest quality gear. Expect a wider range of reels. Snow Peak will want to deploy their design team into a wider range of angler-centric gear.

It appears that Epic Founder Carl McNeil remains boss of all things fly fishing but with more time to innovate, deeper pockets to invest to continue to reinvent epic gear, scale the range, and utilise global distribution & wholesale channels that will markedly lift sale volumes. Scale will allow innovation without lifting the price tag – there’s unlikely to be any price upside in the sale for owners or consumers, as pricing currently and accurately reflects the premium products with any profits expected to be reinvested into new technology and expanding the Epic product range plus, perhaps, a new service offering as per the below quote.

Of interest to readers is this quote from the below media release: “Beyond its premium products, Swift will also expand into experiential adventure tours that will blend travel, accommodation, dining, and fly fishing experiences in collaboration with elite fly fishing communities globally.”

Our view on this is for anglers to look out for travel collaborations from Epic in the future and expansion of fly fishing adventures using Epic gear in partnership with Snow Peak and their Campfield concept.

Media Release

September 12, 2024 - For Immediate Release.

Snow Peak Acquires Majority Stake in Swift Fly Fishing Company

Founded in 1958, Snow Peak has long been a pioneer in the outdoor industry, offering products and experiences that bring the outdoors into everyday life. With a deep commitment to enhancing human connections through nature, Snow Peak continues to expand its offerings, fostering a global community of campers and outdoor enthusiasts.
 
“We are thrilled to bring Swift Fly Fishing and the Epic Fly Rod brand into the Snow Peak family,”  said Tohru Yamai, Snow Peak CEO and Chairman of the Board. “This union beautifully blends our passion for camping with Swift’s artistry in fly fishing, further extending our mission to connect humans with nature’s rhythms. We look forward to the possibilities that lie ahead as we deepen our investment in the fly fishing market.”
 
Swift Fly Fishing, headquartered in Wanaka, New Zealand, is a leading innovator in the global fly fishing industry, best known for its Epic Fly Rods brand. The Epic brand has set a new standard in fly fishing gear with its use of advanced materials and innovative designs, including graphite, graphene, and Epics proprietary “FastGlass” composite material. Epic fly rods, reels, and accessories are celebrated for their superior design, strength, and precision, making them the top choice for discerning anglers around the world.

Beyond its premium products, Swift will also expand into experiential adventure tours that will blend travel, accommodation, dining, and fly fishing experiences in collaboration with elite fly fishing communities globally.
 
Founded by Carl McNeil and Jeanie Ackley, Swift has established itself as an innovator within the industry. “While we will remain heavily influenced by our New Zealand heritage, the new relationship with Snow Peak will allow us to extend our fly fishing offerings and expand globally” says McNeil. “New Zealand is the perfect laboratory to design and develop world class fly fishing equipment, we’re extremely excited about what's on the horizon”
 
Through the acquisition, Snow Peak aims to integrate the advanced technologies and superior quality of Swift’s “Epic” brand into its own offerings, creating unique outdoor activity experiences that combine the joys of camping and fly fishing. This partnership is expected to further Snow Peak’s goal of restoring human nature by deepening people’s connection to the natural world.

About Snow Peak.
Founded in Japan in 1958, Snow Peak is a camping brand serving customers in the USA for more than 20 years, with a mission to unite people and alleviate the stresses of modern life through time gathering outside. Its Japanese-designed, lifetime-guaranteed camping equipment serves as a catalyst for restorative experiences in nature. Focused on bringing people together, Snow Peak operates immersive retail locations in Portland and Brooklyn, as well as a Portland restaurant, Takibi, a PNW izakaya that brings to life the brand's belief that time spent sharing food and drink by the fire is the best way to connect with one another. snowpeak.com

About Swift Fly Fishing.
Founded in 2011 Swift Fly Fishing, based in Wanaka, New Zealand, is well known for its upstart brand Epic Fly Rods, producing premium fly fishing gear.
 
The company was founded by Carl McNeil and Jeanie Ackley, the filmmaking couple that produced the award winning fly fishing films Once in a Blue Moon, Casts that Catch Fish and Itu’s Bones.

Carl was one of the first FFI (Fly Fishers International) Certified Master Fly Casting Instructors in New Zealand and has taught hundreds of anglers how to fly cast both at home and abroad. The couples hugely popular fly casting DVD ‘Casts That Catch Fish’ remains one of the most popular fly casting films made.

He is a recipient of the FFI’s Presidents Pin award for services to fly casting, and is also the recipient of the FFI’s conservation award. McNeil has Fly Fished for New Zealand in the Jackson Hole One Fly.

Previously nominated for an Emmy for Outstanding Individual Achievement in a Craft: Cinematography, Jeanie is an internationally recognised documentary filmmaker, camera woman and marine biologist. Jeanie takes care of the day to day management and smooth running of the company.

For more information, please visit snowpeak.com and epicflyrods.com

Media Release from Snow Peak is here.