Tagline
FOR LIFE™
ABU GARCIA is a fishing gear brand originating from AB Urfabriken, founded in 1921 in Svängsta, southern Sweden, by watchmaker Carl August Borgström. During World War II, the company shifted its business to fishing tackle and now offers reels as its main products, along with rods, lures, apparel, accessories, and more. Its flagship series is the Ambassadeur, introduced in 1952. The current brand name was established in 1984 following the integration of ABU and its U.S. sales company, Garcia. With precision engineering and innovation at its core, the brand provides products to anglers around the world.
Concept
Engineered to Remove Luck from the Equation