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Lew's Holdings becomes Rather Outdoors

Lew's Holdings becomes Rather Outdoors

Lew’s Holdings Corporation came to be in 2017 with the merger of two of the most iconic fishing brands in the U.S., uniting the Lew’s and Strike King families. In 2019, the Lew’s Holdings portfolio grew again via the acquisition of Fox International and its family of renowned European brands, ushering the organization into a wider global marketplace.

In an effort to present a globally united front for the family of brands, CEO Ken Eubanks announced that for 2021, the organization will transition from Lew’s Holdings Corporation to Rather Outdoors.

“While we appreciate and want to continue to recognize the unique qualities of each of our storied brands, we also felt it important that we are represented to our industry partners and customers in the same manner in which we view ourselves, and that is as one family," Eubanks said. "The Rather Outdoors family of brands is proud of their individual histories and accomplishments, and excited about the future growth of the organization. While the name has changed, the combined dedication to providing anglers across the globe with innovative and reliable products remains a constant and focused priority."

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