Giants of The Industry: Abu Garcia

Legendary reel maker Abu Garcia has earned many accolades for their precision made products, but the one accolade you will not find anywhere else pertains to that royal looking coat of arms on the products and packaging, the reason it looks royal is because it is. This symbol and its associated text are strictly protected under Swedish law. The Abu Garcia brand is the only fishing brand to carry the “Purveyor To The Royal Swedish Court,” this is only awarded to those manufacturers that exceed standards of excellence.

In 1921 Carl Agustus Borgstrom founded A B Urfabriken a manufacturing company making watches, taxi meters and telephone timers. Like many manufacturers World War II brought a change of focus. With a family history of light machines and an interest in fishing in 1941 their first fishing reel was born, the Record. By 1952 they brought out the now legendary Ambassadeur line. Followed by the ABU 444 spinning reel the next year and the ABUmatic soon after that.

The Garcia Company started marketing the ABU reels in the early 50’s. After many years of cooperation they finally made it permanent and merged in 1984. Abu Garcia started towards another peak with joining the outdoor marketing experts of Pure Fishing. Pure fishing now being part of the Jarden Corporation, these outdoor products giants just makes their future brighter.

Abu Garcia though always important in the industry is probably more relevant today than ever before. With new products like the Revo reels and the V series rods being used by professional anglers as well as amateurs alike, the Abu Garcia brand is still on the way up. Quality innovative products with great marketing seem to be working for Abu. Royally endorsed but available to all, Abu Garcia is showing no sign of stopping now.

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3 comments

  1. Great write up! I love my Vendetta rods and Revo SX!

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