This week, I would like to continue with our exploration into the history of some of the most famous brands in the fishing industry. Products that we take for granted at sports stores across the country have interesting and unique stories.
The giant corporations all started small. Some began in a garage.
Others made their debut as a last-ditch effort to save the business. And yet others took shape across the ocean.
Part of the fascination for me comes from how a name was derived. Most businesses pull in the founder’s alias in some form or another. This week’s spotlight focuses on Abu Garcia.
I have always found that particular brand fascinating. It has a distinct, European flair to it.
When an angler hears the name Abu Garcia, the most common thought flashes to the infamous Ambassadeur line of reels. Even if you have never held and fished one of these delights, you would probably recognize one.
The red metal baitcasters have filled garages since the 1950s, but before we get to that, we must travel across the big pond to the town of Svängsta, Sweden.
In 1921, Carl August Borgström, founded the AB Urfabriken company. It specialized in the manufacture of pocket watches, telephone timers, and taxi meters.
Carl was well-known for his precision work and microengineering. When World War II broke out, the demand for the company’s products dwindled. A change needed to be made.
The company, often referred to as ABU, decided to develop, manufacture, and sell fishing reels.
With a background in watchmaking, Carl and his son focused on precision equipment that would be considered the best of the best worldwide. In fact, his reputation for quality manufacturing earned the business the title, “Purveyor To The Royal Swedish Court.”
With the war firmly underway, the ABU Corp. introduced its first reel in 1941.
The ABU Record was the company’s mainstay until 1952 when the Ambassadeur was unveiled.
Two years later, the model 5000 version of that reel was displayed for all to see at the New York World’s Fair. This is where things get interesting, as far as the name is concerned.
During the same time period, the Charles Garcia Corp. was making a name for itself importing outdoor sports equipment.
The company was the national leader importing tackle, so it was a natural fit to bring in other fishing products.
In 1984, the Garcia company combined its name with ABU. The name Abu Garcia was born and a national phenomenon was underway.
As with many businesses, Abu Garcia went through some buyouts and brand restructuring over the years.
Currently, the brand is owned by the Pure Fishing Corp. With the marketing power of an industry leader, Abu Garcia has found a resurgence of innovative products and brand awareness.
The company continues to maintain a large portion of the market share as it continually forges forward with new products and industry breakthroughs.
With a boom in young angler participation in the competitive fishing industry, Abu is making waves with a new generation of fishermen as well.
I’m sure that if Carl August Borgström were alive today, he would be amazed at how far his little reel company has come.
The business that he started, and still carries the Abu name, is known by millions of people worldwide. No doubt that it will continue to be known for many more years to come.
I’m sure that each time someone casts one of his products and lands a fish, somewhere, somehow, Carl is smiling.