Livingston Lures – the brand behind the innovative EBS baitfish sound technology – is going great guns in Europe. Erick Arnoldson (below, left), its VP of Operations, reveals the secrets of its success and how you can get on board.
Why do European distributors love Livingston Lures?
EA: Livingston Lures has earned its reputation as one of the most innovative brands in the US fishing market thanks to cutting-edge technology, relentless product testing and a laser-focus on helping anglers succeed. Our patented Electronic Baitfish Sound (EBS™) Technology is only the beginning – Livingston consistently delivers lures that push boundaries and produce real results season after season. In North America our success is proven: major tournament wins, best-in-class reviews and retail sell-through from iconic lures like the Titan, Magnus and Howeller DMC. But over the past two years, ambitious European distributors have uncovered a powerful truth: Livingston isn’t just exporting innovation, we’re building it specifically for Europe.
What is your strategy for Europe?
We didn’t just ship US models and hoped they would work. We invested time on the water across Europe, working closely with distributors and anglers to ensure Livingston lures are tuned for local species, techniques and conditions. Here’s how we’ve adapted for Europe:
- Custom colour patterns for European predators like pike, zander and perch;
- Adjusted hardware and hooks to meet regional rigging preferences;
- Refined actions – such as tighter wobbles and slower sink rates – to better match European waters;
- Long-term in-field testing with top European pro-anglers on venues such as the pike lakes of the Netherlands and Spanish reservoirs.
These changes weren’t afterthoughts. They were part of a deliberate, collaborative process with our distribution partners – and now, new Europe-exclusive products are on the way. Livingston has made long-term investments to ensure success in Europe:
- Regular presence at major shows like EFTTEX and Angling International LIVE;
- A commitment to listening to and supporting distributors, not just selling to them;
- Strategic partnerships with Kanal Gratis (YouTube content production for Europe), YPC Boat & Bank tournaments (for brand visibility) and Pecheur.com’s online tournament series (for digital engagement and reach).
Why have you targeted Europe? Why Now?
The European fishing market is one of the most exciting growth opportunities in the world. Anglers here are tech-savvy, quality-driven and eager for innovation. Livingston is built to meet that demand – not by repackaging US products, but by delivering custom solutions backed by real support. As trends globalise and anglers share techniques across borders, Livingston helps European distributors tap into US-style innovation, while preserving the regional focus necessary for sustainable success.
What has been the reaction of your partners since joining forces with Livingston Lures?
Here are just a few testimonials:
Bait Zone: “We are very pleased with the progress we’re making in Bulgaria and the surrounding territories. We’ve just placed our third order and are excited about the continued growth of Livingston Lures in our region.”
Hecht & Barsch: “We are excited to have recently come on board and look forward to seeing how Livingston Lures performs in the German market.”
ESMA Group: “We’ve been considering Livingston for a few years now and finally decided to bring the brand in about two weeks ago. We’ve introduced it to the Latvian market through our retail store and are also distributing it across neighbouring countries. We’re confident that Livingston Lures will perform well throughout Europe.”
And what do you bring to these partnerships as VP of Operations?
I lead the expansion of Livingston Lures in Europe. I am a seasoned sales professional with deep technical knowledge and a passion for international growth. I have met face-to-face with dozens of European distributors and I know what truly matters: reliable supply, clear communication and products that drive sales. I have a growing support team to ensure that every European partner receives full backing – from logistics and training to marketing and account support.