Abu Garcia

About the Abu Garcia Fishing Brand

Abu Garcia, a well-established Swedish brand in the European fishing realm, was founded by Carl August Borgstӧrm in 1921. Leveraging his expertise in light precision engineering from his tenure at the Halda watch factory, the company initially manufactured pocket watches, telephone timers, and taxi meters. However, the impact of the Second World War led to a decline in demand for these products, prompting the company to pivot towards fishing tackle. This strategic shift birthed a world-class fishing tackle enterprise, renowned for producing exceptional gear for predator angling and sea fishing.

A pivotal moment arrived in 1952, a decade after Abu's first fishing reel, with the launch of the Ambassadeur reel. This remarkable reel solidified their standing in angling circles. Still regarded as one of the most precise sea fishing reels ever manufactured, an upgraded version of the Ambassadeur featuring Carbon Matrix Drag technology remains available today, offering the market's most resilient drag system.

The Abu museum was inaugurated in Svangta, Sweden, in 1977, commemorating the brand's innovation. Their excellence led to the distinction of being named 'Purveyor to the Royal Swedish Court' in recognition of its consistent commitment to quality and craftsmanship. In 1984, a merger with the American distribution firm Garcia resulted in the adoption of the present name, Abu Garcia.

In 2006, the introduction of the Revo reel reshaped reel production once more. Regarded as their most refined and swiftest low-profile reel, the Revo continues to be a bestseller, earning the trust of countless anglers worldwide. All Revo reels are constructed with the industry-leading X-Craftic aluminium alloy, celebrated for its unmatched corrosion resistance.

Derived from the Revo, the Orra reel maintains the same technology while packaged in a sleek form that offers excellent value for money. In 2013, they released a 45 minute documentary titled 'For Life: the Abu Garcia Story,' chronicling the brand's history and introducing its new slogan. The documentary emphasizes fishing's egalitarian nature and features narratives from Henning Karlson, an employee since 1940. Karlson's dedication to the company is evidenced by his continued involvement at the Abu museum. The documentary, available on the companies YouTube channel, also showcases products demonstrated by the brand's team of experts.

They remain committed to producing the market's most precise and durable fishing tackle. With reels like the Ambassadeur, Orra, and Revo, alongside an extensive range of predator lures complementing their rods and reels, Abu Garcia consistently delivers on its mission.