About us

Since 1936, Rapala has been helping anglers catch more fish with products designed to perform in real fishing conditions. What began in Vääksy, Finland, with the ingenuity of fisherman Lauri Rapala has grown into one of the world's most recognized fishing brands. Today, Rapala products are trusted by recreational anglers, professional guides and tournament competitors in more than 140 countries.

The Rapala story began when Finnish fisherman Lauri Rapala noticed that predatory fish consistently targeted injured baitfish. Inspired by nature, he carved a wooden lure that perfectly mimicked the swimming action of a wounded minnow. The results were remarkable, and his invention became the foundation of the Rapala Original Floater®, a lure that remains one of the most iconic fishing lures ever created.

More than 90 years later, the same philosophy continues to guide everything we do: observe nature, innovate with purpose, and create products that help anglers fish with confidence.

Innovation has always been at the heart of Rapala. Every new lure is developed through extensive design, testing and real-world fishing experience to ensure it delivers reliable performance on the water.

Our legendary hard baits with a swimming lip are individually hand-tuned and tank-tested before packaging. This process ensures every lure delivers the distinctive Rapala swimming action straight out of the box.

Working closely with experienced anglers and our network of Pro Anglers around the world, we continuously refine our products to meet the demands of modern fishing techniques and changing conditions. By combining decades of craftsmanship with advanced manufacturing and product development, Rapala continues to set the standard for quality fishing equipment.

Whether you're fishing from shore, a boat or through the ice, Rapala offers high-quality fishing tackle designed for a wide variety of techniques and species.

Our range includes:

• Fishing lures including hard baits, crankbaits, jerkbaits, topwater lures and soft baits
• Fishing lines for different techniques and conditions
• Premium hooks designed for strength and reliable hooksets
• Fillet knives, outdoor knives and fishing tools
• Landing nets, pliers, scales and essential fishing accessories

Rapala products are trusted for freshwater and saltwater fishing alike. Whether you're targeting pike, perch, zander, trout, salmon, seabass or many other species, our products are designed to help you fish more effectively and confidently.

For generations, anglers have relied on Rapala products to create unforgettable fishing experiences. Today, Rapala products are available in more than 140 countries, making the brand one of the most recognized names in recreational fishing.

Our reputation has been built through decades of innovation, thousands of successful fishing trips, countless tournament victories and an impressive number of world-record catches. Just as importantly, our products are tested every day by anglers who expect dependable performance every time they head onto the water.

This close connection to the fishing community helps us continue developing products that meet the needs of anglers at every skill level—from beginners enjoying their first catch to experienced professionals pursuing trophy fish.

Healthy fisheries are essential to the future of angling. As part of Rapala VMC, we are committed to continuously improving the sustainability of our operations while producing durable, high-quality products built to last.

Our work includes reducing the environmental impact of packaging and production, improving material efficiency, and supporting responsible fishing practices that help protect waters and fish populations for future generations.

We believe that creating products with a long service life is one of the most important ways we can reduce waste while providing lasting value to anglers.

For more than nine decades, anglers have chosen Rapala because they know they can depend on our products when it matters most.

Our heritage is built on innovation inspired by nature, meticulous craftsmanship, uncompromising quality and a passion for fishing that continues to drive us forward. From legendary hand-tuned lures to trusted fishing tools and accessories, every product is designed with one goal in mind—to help anglers enjoy more successful and memorable days on the water.

Whether you're chasing your personal best, introducing someone to fishing for the first time, or simply enjoying a day outdoors, Rapala is proud to be part of your fishing journey.