Grundéns believes that fishing feeds all of us physically and emotionally. It is our livelihood, but more importantly it's our passion.

OUR STORY

Born by Necessity

It began almost 100 years ago on the west coast of Sweden, in the small fishing village of Grundsund when Carl A. Grundén began producing waterproof oil skins to protect the fisherman of the North Sea from the demanding, harsh conditions of their job. Our next big step was opening our factory in Portugal in 1972. Today we continue to produce a significant number of our products within our own factory in Lisbon, Portugal allowing us to focus on the importance of construction and quality. This factory is an advanced ISO-9000 certified factory and product development center for us.

WHAT WE BELIEVE

We Are Fishing

The Grundéns family believes that fishing feeds us, all of us – physically and emotionally. It is our livelihood and our passion. Fishing is about the respect for nature and its elements, the thrill of the catch, as well as the greater journey and the stories we bring back. It is our collective responsibility to ensure that our children will have the opportunity to have a relationship with fishing.

Our Guiding Principals

We Depend on Nature

Simply put, without fish or the environments that support healthy fish populations, there is no fishing and likely no us.

We believe in harvesting fish as much as catching and releasing depending on the fishery. We also believe this can be done sustainably. This is part of the individual responsibility all of us appreciate (are given) as fisherman, the respect we as fisherman must hold ourselves accountable to, and the commitment we must have as a business. Fisheries and the environment are finite resources and we believe we can play an integral role in protecting them. We prioritize sustainability in our decisions because it is the right thing to do, not because it is a trend. We also define sustainability beyond just the environmental aspect, to include the sustainability of our business decisions, strategies, partners, customers, and we believe in long term commitments and behaviors over short term gains.

Earn Trust at Every Opportunity

Trust matters. Trust is the foundation of all human interactions. All of our actions build or detract from trust at a fundamental level with others. If it matters to you, it matters to me, and it matters to us.

We say what we are going to do, and do what we say, and we hold ourselves accountable to that.

Humility & Respect

Be Humble and Act with Humility - Cultivated from a healthy respect from the ocean, we understand how powerful nature can be, and the need to protect us from its forces.

We are not better than others or above them. We understand we can be wrong but seek to make right. We appreciate the viewpoints and perspectives of others.

Great Isn't Good Enough

We make gear that protects people.

We have relentlessly high standards many people may think these standards are unreasonably high. We are continually raising the bar and drive our teams to deliver high quality products, services and processes. We benchmark ourselves and our teams against the best.

Our Community

We make gear that protects people - because of that, we set relentlessly high standards to back our products by. We hold ourselves to those high standards as we continue building Grundéns as a leader and premium apparel provider in the sport fishing community.

Grundéns Guarantee

Grundéns has developed and manufactured high-quality rainwear and protective clothing for generations. The functionality of our waterproof clothing has been proven across the world in the toughest environments known to man – confirming our philosophy of providing guaranteed products.

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