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At least for now, all the money from sales is going back into inventory, he said. The company is placing new orders with the factory in China every month to keep up with demand and is in the process of setting up a second factory, Roberts said.
"We are fishing for fishermen, but long term success relies on how good your product works and what's in that package being quality," Roberts said. "Our rigs are very good products."
"The trick has been keeping up with demand as far as Omega Seamaster Professional Chronometer 300m 1000ft
Until the company is in a position to pour money into advertising, it's making full use of social media. Logic Lures' Facebook page is up to more than 55,000 "likes." Customers from around the world post photos of fish they've caught using Logic Lures' products, while the company itself regularly posts fishing photos along with promotional and instructional videos.
"Once you start that train of thinking in your mind how do I improve this, how do I make it better it almost becomes like a disease," Roberts said. "We've managed to come up with some other really cool ideas. There's definitely going to be a lot to look out for in the near future from Logic Lures."
Company hasn't hit limit yet in tackle market
Co owner Branden Roberts started the company with Capt. Allen Salinas in 2005. The pair spent almost a decade in research and development before launching their products. The company's rocketing success is due largely to its patented Wiggly Jiggly tungsten jig head, featuring a swiveled hook under the weight rather than the usual straight shank. The result is that plastic lures "swim" much more convincingly.
Logic Lures has been picked up by several wholesale distributors, including Maurice Sporting Goods, the world's largest sporting goods distributor.
The swivel is a simple but substantial improvement to the conventional jig head, he said, crediting Salinas with the idea. Close behind the Wiggly Jiggly in terms of sales is Logic Lures' Scented Tandem Rig, which features the swivel hook and two lures in tandem. The rig in action is remarkably like schooling fish. Judging from sales, it's very popular with fish and fishermen alike.
"Right now our focus is on saltwater inshore and the bass market," Roberts said. "The freshwater market is 20 times the saltwater inshore market. The freshwater market does $20 billion a year. The saltwater market does $2 billion."
He believes the key to maintaining growth is diversification. The freshwater fishing market, for example, could be very lucrative.
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Maurice has put the company's products into Argentina, Brazil, Colombia and Venezuela. Logic Lures is also expanding into Australia and Canada.
"With old Omega Seamaster Aqua Terra Green school jig heads, they're all made one way: It's a hook with a weight," Roberts said. "Your action is limited to the tail because the hook doesn't move. But fish don't swim with just the tail. They swim from the neck back."
The company also makes and sells its own Plastix Artificial Intelligence plastic lures in maybe 30 different colors as well as Google Eyez bait clips, which keep the lure from slipping while giving it Omega Silver Watch
products has been "crazy beyond what we would have expected," Roberts added, noting that sales have been growing between 500 percent and 700 percent a month.
"We're kind of on the cutting edge in the fishing industry," Roberts said. "We've got the second largest social media following in the industry, second only to Berkley Fishing."
Today, the South Padre Island based company's products can be found at hundreds of independent dealers across the country, 70 Academy sports locations, 45 Cabela's stores, about 100 Wal Marts and online through those chains.
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the product goes and having it stocked," Roberts said. "That's definitely been the hard part because we're having to forecast out based upon nothing. It's all new, so we really don't know."
To maintain the momentum, Logic Lures plans to introduce one or two products a year for the next five years. Roberts said the goal is for the new items to be as innovatively "out of the box" as Wiggly Jiggly and the Scented Tandem Rig. The company has already begun offering its tungsten swivel hooks by themselves, marketed as the "Texas Twister Pack."
What's driving the company's success more than anything else, though, is that fishermen love to experiment with "new stuff," he said. Judging from the explosive growth, Logic Lures catch more than fish.
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