About Lipper: Lipper is most known for introducing the tool that took on the Boga grip. The Lipper tool has grown in popularity since it was first introduced, and the 2006 improvements in build quality and ergonomic design is a statement that the company isn’t done improving their offerings yet. While the company continues to gain momentum in the landing tool niche market their latest endeavor is the introduction of a brand new lineup of fishing rods. These Lipper branded rods fall into three separate series, the Evolution for freshwater and inshore, the Evolution GT for offshore, and the Evolution IM7 telescopic flipping sticks. What sets these rods apart from everything else out there? Unlike most rods these new products make use of solid carbon construction to deliver some very distinctive characteristics.

Impressions: Is there room for another rod manufacturer? This hotly contested segment is among the most competitive in the tackle industry. The key to success is no longer making a rod for everybody, but making the right rod to match specific angling applications. This is more prevalent in bass circles than any other type of fishing. Gone are the days when bass anglers can make due with just one or two rods for all the varying techniques. This trend is becoming the norm in saltwater tackle as well, just take a look at the Shimano Trevala rod, designed exclusively to fish a certain type of jig.

Is a branded rod a surprise move for Lipper? Yes and No. Yes, because the company has been in the landing tool business up till now, and No, because the company is no stranger to intense competition. The Lipper took on the Boga grip and has only grown in esteem, proving they have what it takes to compete. In fact the Lipper is so good that every editor on TackleTour has shelved our previous landing tools in favor of the more feature rich Lipper. Can the company make the same headway into the rod market? Richard Wieder, owner and CEO of Lipper thinks so.