Shimano has appointed Carl Sterner to build and lead a new sales organization for its fishing tackle products in Denmark, Sweden, Finland, and Norway. It will be based in Uppsala, Sweden. Sterner was previously responsible for the hunting and wilderness segment in Sweden at XXL, the big Nordic sporting goods retailer based in Norway. The appointment follows Shimano’s earlier decision to stop using Normark, a division of Rapala VMC, as its distributor for fishing tackle products in the region. One reason for the move is said to be a desire to develop a range of products that better fits the demand in the Nordic region. Shimano also wants to improve service levels for end user. The Japanese group also wants to make better use of synergies with its bike business in the future.