ABU Garcia

ABU Garcia, originally AB Urfabriken, then ABU Svängsta, is a fishing reel and fishing equipment company from Svängsta, Sweden, and is best known the manufacturer of the famous Ambassadeur bait casting (overhead) reel.

Early history

Still one of the most recognizable names in fishing technology, AB Urfabriken began at a factory located near the Mörrum River, in Blekinge, Sweden. The company, founded in 1921, originally manufactured watches, telephone timers and taximeters. However, the founder's son, Göte Borgström, a fishing enthusiast, soon redirected its focus towards fishing reels during World War II, when demand for those products grew scarce. The reigning outdoor sports participant distributing and manufacturing firm THE GARCIA CORPORATION USA 1947-1978 was the largest fishing tackle company of its time, formerly known under the earlier name Charles Garcia & Company New York. The Garcia Corporation started importing and marketing ABU's many reels in the 1950s, including the famous Ambassadeur reels. Garcia was already the leader in fishing tackle importing, marketing and distributing the famous Mitchell 300 spinning reel from France since 1947. Garcia Tackle Company 1979-1980 was a short-lived partnership between ABU and MITCHELL S.A. of France and in 1980, ABU AB acquired New Jersey based Garcia Tackle Company and changed their name to Abu Garcia. Mitchell S.A. would go their own way, but the two brands would join together again under the Pure Fishing banner only again to be sold to the Jarden Corporation in 2007.