Pure Fishing to Unify Global Supply Chain Planning with RELEX Solutions

Pure Fishing is unifying its global supply chain planning with RELEX Solutions. The Atlanta-based company selected RELEX to consolidate demand planning, master planning, and distribution planning across its manufacturing and distribution network. Pure Fishing oversees thousands of SKUs for brands including Abu Garcia, Berkley, Fenwick, Penn, Plano, Ugly Stik, and others across retail, e-commerce, and distribution partners.

RELEX will leverage point-of-sale data and AI to enable touchless planning and dynamic safety stock that adapts to seasonal demand. Establish, Inc. will support the implementation and change management, while RELEX executives say the project will mature Pure Fishing's S&OP process and scale with the business.