Pure Fishing, the global provider of fishing tackle brands such as Penn and Berkley, has acquired substantially all of the assets of Cutting Edge Lures, an Australian provider of tropical and freshwater fishing lures marketed under the Rob Gaden brand name. Based in the Australian town of Coffs Harbour, in New South Wales, Cutting Edge Lures was launched by Gaden in 2012. Gaden, a 35-year Aussie lure-making veteran, is responsible for designing and producing some of Australia's most famous barra, cod and bass lures. Other lures brands owned by Pure Fishing include Gulp soft baits and the Sebile range.

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