contentSlug

type

ContentSlug_ContentQuery

slug

ContentPageContentQuery

content

trendingContent

query ContentSlug_ContentQuery(
  $contentSlug: String!
  $type: [ContentType!]
) {
  ...ContentPageContentQuery_13QmVO
}

fragment CompanyDetails_Content on Content {
  __isContent: __typename
  companies {
    name
    description
    pageUrl
    id
  }
}

fragment ContentBasicInfo on Content {
  __isContent: __typename
  id
  type
  title
  lang
  companies {
    viewerIsFollowing
    id
    name
    pageUrl
  }
  tags {
    viewerIsFollowing
    id
    name
    pageUrl
  }
  ...PublishingDetails
  ...Reactions
}

fragment ContentMetadata on Content {
  __isContent: __typename
  type
  title
  lang
  pageUrl
  alternatePageUrls: translations {
    __typename
    pageUrl
    lang
  }
  imgUrl
  description
  ... on Video {
    liveTime
    videoUrl
  }
  ... on Webcast {
    liveTime
    videoUrl
  }
}

fragment ContentPageContentQuery_13QmVO on Query {
  content(slug: $contentSlug, type: $type) {
    __typename
    id
    type
    title
    isPremium
    lang
    htmlBody
    summary
    companies {
      forum {
        latestPosts {
          ...ForumPosts
        }
      }
      name
      id
      viewerIsFollowing
      pageUrl
      defaultInstrument {
        isin
        id
        marketOpen
        marketClose
        marketplace {
          region
        }
        returns {
          total
        }
      }
    }
    tags {
      viewerIsFollowing
      id
      name
      pageUrl
    }
    createdAt
    ... on Video {
      liveTime
    }
    ... on Webcast {
      liveTime
    }
    slug
    ... on CompanyReport {
      reportUrl
      researchContentUrl
    }
    ... on ThirdPartyCompanyReport {
      reportUrl
    }
    ... on StockExchangeRelease {
      reportUrl
    }
    ...ContentBasicInfo
    ...ContentMetadata
    ...PriceAndRecommendation_Content
    ...CompanyDetails_Content
    ...ReportLink_Content
    ...KeyFigures_Content
  }
  ...TrendingContent_1jQ2Cn
}

fragment ForumPosts on ForumPost {
  text
  likesCount
  url
  author
  postedAt
  authorImgUrl
}

fragment KeyFigures_Content on Content {
  __isContent: __typename
  companies {
    defaultInstrument {
      estimateData {
        modelType
        reportingCurrency
      }
      snapshot {
        transaction {
          date
          actualized {
            year
            quarter
            revenue
            revenueGrowth
            ebitAdjusted
            ebitReported
            ebitda
            enterpriseValue
            epsAdjusted
            dividend
            dividendYield
            sharePrice
            nav
            navPerShare
            opexOfNav
            quarterlySharePrice
          }
          estimates {
            year
            quarter
            revenue
            revenueGrowth
            ebitAdjusted
            ebitReported
            ebitda
            enterpriseValue
            epsAdjusted
            dividend
            dividendYield
            sharePrice
            nav
            navPerShare
            opexOfNav
            quarterlySharePrice
          }
        }
      }
      id
    }
    id
  }
}

fragment PriceAndRecommendation_Content on Content {
  __isContent: __typename
  createdAt
  companies {
    name
    pageUrl
    defaultInstrument {
      priceData {
        tradeCurrency
      }
      snapshot {
        priceData {
          date
          lastPrice
          tradeCurrency
        }
        transaction {
          date
          recommendation
          targetPrice
        }
        prevTransaction {
          recommendation
        }
      }
      id
    }
    id
  }
}

fragment PublishingDetails on Content {
  __isContent: __typename
  createdAt
  publishers {
    name
    imgUrl
  }
  authors {
    __typename
    id
    name
    slug
    imgUrl
    jobTitle
  }
  ... on Video {
    liveTime
  }
  ... on Webcast {
    liveTime
  }
}

fragment Reactions on Content {
  __isContent: __typename
  id
  reactionGroups {
    reactionType
    reactionsCount
    viewerReacted
  }
}

fragment ReportLink_Content on Content {
  __isContent: __typename
  type
  isPremium
  ... on CompanyReport {
    reportUrl
  }
  ... on ThirdPartyCompanyReport {
    reportUrl
  }
  ... on StockExchangeRelease {
    reportUrl
  }
}

fragment TrendingContent_1jQ2Cn on Query {
  trendingContent(type: ARTICLE) {
    __typename
    id
    title
    lang
    pageUrl
    createdAt
    type
    imgUrl
    companies {
      squareLogoUrl
      name
      id
    }
    authors {
      __typename
      imgUrl
      id
    }
    publishers {
      imgUrl
    }
  }
}


__typename

title

isPremium

lang

htmlBody

summary

companies

createdAt

publishers

authors

reactionGroups

pageUrl

translations

imgUrl

description

Analyst

Olli Vilppo

Rapala VMC is a company focused on sport fishing products. The sale of fishing equipment takes place through the company’s distribution network and includes several brands. The product range includes lures as well as related gear such as rods, reels, hooks, and fishing knives. The company operateCorporations globally, with its largest markets in Europe and North America. The company’s headquarters is located in Helsinki, Finland

I think Rapala’s own clothing looks decent and I’ve been thinking about ordering some just to show support, even though I’m not really a fisherman.                   rapala.fi              Rapala® Fishing Club Jersey | Rapala® Suomi    Rapala Fishing Club unisex collegepaita on valmistettu 100 % luomupuuvillasta. Paidan etupuolla on brodeerattu ja selkäpuolella printattu valkoinen Rapala Fishing Club -logo.                                              rapala.fi              Rapala® Lure Beanie Red | Rapala® Suomi    Rapala Lure Beanie yhdistää lämmön ja tyylin. Pipon taitteessa on pieni viehekuvioinen etiketti. Pipo on valmistettu 100 % merinovillasta, joten se lämmin ja pehmeä, mutta pysyy kevyenä ja hengittävänä.                                              rapala.fi              Rapala® Staff Shirt | Rapala® Suomi    Rapala Staff Shirt on keskimittainen unisex-päällyspaita. Valmistettu 100 % kierrätetystä polyesterista. Etutaskuun on brodeerattu kaksi Original Floater -viehettä sekä Rapalan logo.                             Sizes are quite poorly available. I wonder if that indicates high demand or small stock quantities…

Unfortunately, the attempt falls a bit flat, or rather, the gear looks a bit stale. This is just my opinion, of course, but they should be able to do better.

Sometimes in the fall, there was a discussion on the forum about Rapala collaborating with higher-quality brands, for example, on clothing. In the USA, this has been happening for the second year now. Today, Rapala x UNRL clothing for the 2026 model year was released there with the UNRL clothing brand (a Minnesota-based sportswear brand that collaborates with, for example, NFL teams), 2025 was the first year of collaboration. The batches are small, of course, sold in about 10 stores through Scheels, on Scheels’ online store, and Rapala’s online store. However, in the important region of Minnesota, I believe the right kind of brand image is being created. Hopefully, now that the US leader has been promoted to the Group’s strategic brand director starting from 2026, a similar vision could be brought to Europe. Link to products: UNRL x Rapala

It was only a year ago that we got the first French CEO. It could also be that they got fed up with the blunders of the Finns/the one Swede. The previous Finnish CEO was perhaps a good salesman, but he boasted that this Frenchman handles the numbers better  And there has been headwinds otherwise too, Trump’s tariffs, the weak dollar, and Russia’s military campaign.

Unfortunately, those French people are incapable of fixing this company, and on the other hand, small investors are now stuck with Viellard. They are unlikely to sell their ownership, especially if the market value is poor, and on the other hand, they cannot make a profit or restructure.

Rapala’s share price dropped below one euro for the first time, unfortunately on the wrong side, placing it in the penny stock category. Its market value is less than 40 million euros. The 10-euro share price during the COVID-19 crisis is long gone.

I ski less than 200 km per year using the classic style. A few years ago, I bought new Peltonen skin skis from a department store where they were well-represented, and as a shareholder, I didn’t even consider other brands. My previous “Järvinens” were from the 90s. Last week in the Vuokatti region, I saw plenty of Peltonens on the trails, but the “problem” is likely that skiers like me don’t buy new skis even once a decade. In my case, my previous skis were still in good condition, but I wanted to see how those skin skis work (they do, especially since you can adjust the balance between grip and glide via the bindings). However, the binding standard had changed in the meantime, so I also had to buy new boots. That wasn’t a trivial matter because my foot is wider than average but narrow at the heel. The first step in the equipment upgrade was finding boots that fit (size 44-45). After visiting several stores in vain, I finally happened to find a single leftover pair from the previous season in exactly the right size. Without finding those boots, I wouldn’t have bought the skin skis. During a similar shopping trip back in the 90s, for example, size 47 Fischers (Fischer) didn’t fit me, and the situation hasn’t changed much, as finding suitable boots was just as difficult this time around.

Rapala VMC

Rapala's earnings growth has all preconditions to continue in the next few years despite the fishing boom slowing down as the journey to reach the full potential of the Rapala brand and the ...

<p>Rapala's earnings growth has all preconditions to continue in the next few years despite the fishing boom slowing down as the journey to reach the full potential of the Rapala brand and the rod &amp; reel category has only started. We lowered our estimates slightly after cutting them clearly for the Russian market, whose importance has been rather limited for Rapala in recent years. These changes slow down 2022 earnings growth, but the expected return remains attractive (20% p.a.) relative to the moderate risk profile especially in the longer-term. The acquisition option also provides support for Rapala’s valuation. </p> 

	2021	22e	23e
Revenue	294.3	291.7	298.9
growth-%	12.6 %	-0.9 %	2.5 %
EBIT (adj.)	32.7	30.5	32.5
EBIT-% (adj.)	11.1 %	10.4 %	10.9 %
EPS (adj.)	0.46	0.49	0.55
Dividend	0.15	0.20	0.30
Dividend %	1.7 %	20.3 %	30.5 %
P/E (adj.)	19.1	2.0	1.8
EV/EBITDA	9.0	2.4	2.2

Rapala VMC: Hooked on turnaround

Key Estimate Figures11.04.2022

Forum discussions