Pure Fishing to unify supply chain planning with RELEX Solutions

ATLANTA – RELEX Solutions Inc. today announced its AI platform for intelligent decision-making and automation has been selected by Pure Fishing Inc., a Columbia, S.C.-based supplier of fishing tackle and equipment.

Pure Fishing, owner of fishing brands including Abu Garcia, Berkley, Fenwick, Penn, Plano, and Ugly Stik, is choosing RELEX to unify planning across its global manufacturing and distribution network.

Pure Fishing manages its retail SKUs across a global manufacturing network, reaching anglers worldwide through retail, e-commerce, and distribution partners. The company said it has been relying on mixed legacy technologies and spreadsheet-based processes to manage planning.

“Our products have long lead times, so when demand changes, our ability to react is limited,” said Jay Schroeder, vice president of supply chain at Pure Fishing. “RELEX's demand planning capabilities stood out. A more precise demand signal will make a meaningful difference in how we manage supply and serve our customers.”

 RELEX Solutions, a subsidiary of Helsinki, Finland-based Retail Logistics Excellence (RELEX), provides an AI platform for intelligent decision-making and automation across complex operational environments.

RELEX will help Pure Fishing generate more precise demand signals by incorporating point-of-sale data from key retail partners and leveraging advanced AI capabilities to enable touchless planning, reduce manual effort, and apply dynamic safety stock that adapts to seasonal demand patterns. 

Establish Inc. will support the implementation while helping Pure Fishing design new S&OP processes and manage organizational change.

“Pure Fishing is building the foundation for a genuinely mature S&OP process,” said Stefano Scandelli, general manager, manufacturing at Atlanta-based RELEX Solutions. “The teams managing supply decisions across thousands of retail SKUs deserve systems that unlock greater value and insight. Touchless planning and a unified demand signal will give their teams the daily support they need, reducing manual efforts and giving them valuable time back.”