About Flashmer

Worthy successors to the Blue Equille and Blue Shad, the Snak’Eel and Sub’Teel are two pre-rigged soft lures designed by renowned lure designer Nicolas Bianchini. Built from a new-generation, ultra-reactive and eco-responsible plastic (BPA- and phthalate-free), they swim even at very low retrieve speeds.

The Snak’Eel — a perfect sand eel imitation — is fished on the fly, winding or on a lift-and-drop retrieve thanks to a hyper-streamlined jig head that cuts through currents. The Sub’Teel, a shad with a vibrating tail, delivers powerful pulses while offering less drag. Available in a wide weight range, these two lures cover every technique, from the lightest to the heaviest setups.

Flashmer becomes the exclusive French distributor of Owner, a Japanese global benchmark in high-end fishing hooks. Renowned for the precision of its points, the strength of its shafts and the quality of its finish, Owner equips the most demanding anglers — from rockfishing to big-game exotic fishing.

A full range — from single to treble hooks and specialist rigging — is added to the Flashmer catalogue.

Florida Fishing joins the Flashmer group with its entire portfolio of brands, most of them North American, united around a single approach: technical lure fishing inspired by US practices. A major addition that significantly broadens the Flashmer catalogue, both in freshwater and saltwater.

For rods, St. Croix Rods — an American institution founded in 1948 in Park Falls, Wisconsin, where every rod is handbuilt through 32 steps — contributes its Legend Xtreme, Physyx, Rayfin, Victory and Mojo series. For reels, Seviin offers ultra-precise mechanics and premium finish for both spinning and casting.

The lure line-up covers a broad spectrum: X Zone Lures (Canadian competition-grade soft baits in an ultra-soft plastic), BONIbaits (in-house swimbaits), Snag Proof (the American inventor of the hollow-body weedless frog over 50 years ago), Scum Frog (specialist of heavy cover fishing), NetBait (creature baits and tubes trusted on US bass tournament circuits) and Freedom Tackle (patented jigheads with interchangeable hooks). BaitFuel complements the offer with a next-generation attractant based on a patented protein formula.

The full catalogue is available on floridafishing.fr.

Flashmer takes over the exclusive French distribution of Seaguar, the Japanese brand from the Kureha Group that literally invented fishing fluorocarbon in the 1970s. Ever since, Seaguar has remained the unchallenged world reference for this material that has become essential to modern fishing.

Seaguar’s superiority comes from its fully integrated manufacturing: polymer formulation, extrusion, stretching and quality control are all carried out in Japan by the founding group. The result — near-total invisibility underwater (refractive index close to that of water), exceptional abrasion resistance, direct bite sensitivity and a stiffness finely calibrated for energy transmission.

A full range is added to the Flashmer catalogue: thin fluorocarbons for finesse fishing, mid diameters for lure fishing, and reinforced leaders for big saltwater and exotic fishing. An obvious choice for any angler looking for the line that makes the difference in decisive moments.

Tailwalk, a Japanese brand recognised for the precision and quality of its manufacturing, joins the Flashmer catalogue. Born in the country where most modern lure-fishing techniques were invented, Tailwalk upholds an exacting approach — premium materials, tight tolerances, careful finishes — found as much on a light rod as on a trolling reel.

The offer covers a wide spectrum: rods dedicated to jigging, shore casting, rockfishing and freshwater lure fishing; spinning and casting reels designed for modern Japanese techniques; hard and soft lures developed with the brand’s team riders; and a selection of technical accessories (holders, pliers, bags).

Distributed by Flashmer in France, Tailwalk is aimed at anglers looking for millimetre-accurate gear for technical fishing — from light game to big fish — with the reliability and craftsmanship of a top-tier Japanese manufacturer.

The Meiji, Funa and Jidaï jigs from the brand-new Explorer Tackle range hit the market in 2018 — for casting, slow jigging and speed jigging. The range quickly expands with additional weights and colours, offering lures capable of targeting a vast diversity of species all around the world.

In 2019, madai, tenya and fireball bait-lures appear with their signature crackled finishes (Kamou tenyas). Originally designed for sparids, they prove remarkably effective on almost every species — from pandora to shark, from grouper to flatfish. This is the golden era of multi-species fishing.

Scratch Tackle targets freshwater anglers with a wide range: spinnerbaits, jigs, vibrations, jig heads, weights, stingers, blades, landing nets, bags… Surfcasting enthusiasts enjoy the clever little accessories signed Pro Surf Equipment.

With the Pulse, the Yum brand generates strong excitement. Emitting powerful vibrations thanks to the ribs along its flanks, this soft lure wins over sea bass anglers in Brittany and along the Atlantic coast. In 2018, the range is extended with a 3.5″ little brother in the same colour palette.

Developed and tested for two full years, the Metal Spot jig makes its debut. Initially available from 7 to 28 g, its on-the-water results quickly build its reputation. Thanks to its broad colour and weight range, catches are varied: sea bass, dentex, bonito, pollack, meagre, mackerel and scad, and even smaller species targeted in rockfishing.

Every year since, a new size or colour is added to the range at the request of fishing shops relaying their customers’ demands.

In 2014, Flashmer takes over the exclusive French distribution of Maruto and ODZ hooks from the renowned Japanese firm Dohitomi. Founded by Tomitaro Dohi in 1892 in Tojo, Maruto is one of the oldest hook manufacturers in Japan — and the first ever to design an industrial hook-making machine, back in 1910.

Maruto’s philosophy: “Better hooks at lower cost”. Japanese quality, backed by over 120 years of experience, delivering outstanding hooks at a price accessible to every angler.

A perfect sand eel imitation — ultra-soft and swimming on its own in the current. Its hydrodynamic shape allows for a rapid dive, cuts through currents more easily and therefore requires less weight on the retrieve. Its tapered head, combined with its slim body and small tail, offers very little resistance to current.

Easier to fish than other shads and letting the angler go lighter, the Blue Equille is a must-have when sea bass are hunting sand eels. Its slender silhouette — close to that of a small needlefish — also makes it a devastating lure for dentex, pandora or amberjack.

As fishing techniques evolve, Flashmer creates an evolution of the Mega Shad: the Blue Shad, pre-rigged Texas style, fish-scented, making it possible to fish snag-free in the most cluttered environments. Extremely soft, it swims with a strong rolling action at the slightest current or animation.

Scented with a powerful Flash Attack attractant, its tender body — very close to real flesh — encourages the fish to hold on longer, allowing a better hook-set. Ideal for every modern shad technique (vertical, lift-and-drop, linear…) in both fresh and saltwater — ready to fish and 100 % effective.

This hardbait is a sure bet. Highly reactive, this jerkbait darts sideways at the slightest twitch. Suspending, it stays effective even at rest within the same water column. It handles every retrieve speed — equally attractive when cranked slowly in calm conditions or worked fast in white water.

Its track record speaks for itself: few lures hold as many record catches as the Mega Flash. Year after year, it remains one of anglers’ favourites.

Long before soft lures became mainstream in saltwater fishing, Flashmer designs the legendary Mega Shad. What makes it different? An uncanny ability to catch fish. With its soft, reactive and lively material, its tail holds up to the strongest currents without ever stalling and sends out powerful vibrations. A magnet for sea bass, pollack and freshwater predators.

Originally paired with its ultra-realistic Safety Head, it develops a strong rolling action. Thanks to its translucent body, the internal holographic film reflects highly attractive iridescent flashes. Used by many tournament anglers, it was later offered as a jointed version (Super Shad) and, in 2013, as the Blue Shad — jointed, scented and Texas-rigged.

For over 50 years, Yo-Zuri has kept pushing the envelope with groundbreaking concepts that have radically changed the very design of hardbaits. From the earliest technological revolutions like weight-transfer systems, to the latest patented innovations (Wave Motion, Color Change, 3D Prism Finish), Yo-Zuri’s R&D team crafts innovative lures of unmatched quality.

Yo-Zuri is one of the worldwide Japanese reference brands. Flashmer distributes its iconic models — Crystal Minnow, Pin’s, Surface Cruiser, Surface Bull — for exotic fishing. The Calmero and Gambas squid jigs are a hit with squid fishing addicts.

As cephalopod fishing becomes a craze first in Japan and then quickly across Europe, Flashmer broadens its catalogue with the first modern Japanese squid jigs. Quality models at moderate prices are designed and manufactured by Flashmer to suit every budget.

A new patent is filed with the invention of the Multigripp squid jig, fitted with dorsal crowns — an industry first. Bait-holding squid jigs follow: the Turlutte Cage and the Turlutte Aiguille, still on the market today and further improved with weights or phosphorescent coatings. Simple and remarkably effective, these products captivate anglers.

The release of the phosphorescent Asaki model, featuring a Starlite housing, is a game changer. Up to then, only vertical jigs such as the Spanish squid jig or the Japanese squid jig were available in France.

Creator of many patented squid jigs, Flashmer is also one of the first companies to import Bichi Bachi jigs to the French market. Yo-Zuri’s Egi Squids are arguably among the most advanced and technical squid jigs available. Flashmer also introduced techniques such as Tataki and Tako Eging. From the most traditional casts and retrieves to the most recent techniques, Flashmer offers one of the largest selections of cephalopod-fishing products in France.

The Leurre à Bar and the Cuiller Flashmer quickly become reference products for anglers. Following this success, Moïse Troprès and his wife officially found the “Flashmer” company with their two children, Fabrice and Flora.

Alongside its in-house products, Flashmer takes over the exclusive distribution of the iconic lures from Japanese giant Yo-Zuri Duel, then of the monofilaments from the Italian Asso brand (Gruppo DP) — nylon, then fluorocarbon, and later quality braids. Prestigious American brands join the catalogue over the years: Heddon, Lunker City, Bass Assassin, Booyah, Yum, Cotton Cordell, Creek Chub, Arbogast, Rebel… Year after year, Flashmer builds an extraordinarily broad range covering every current fishing technique.

To add weight to his rigs, Moïse Troprès keeps going and also designs, still in his garage, a wobbling spoon. Watching anglers scrape their lead lures with a knife to make them shinier, he gets the idea of gluing a holographic scale film onto the body. A patented anti-twist device is added at the head of the spoon to avoid tangles.

For each weight, several prototypes are built and tested until the desired action is achieved. Using a motor, he builds a testing rig where the spoon, tied to a line, taps against a rock submerged in a tank of seawater. After countless adjustments to the alloy percentage, he finally achieves the perfect wobbling action and durability. The colourless, odourless coating — tweaked many times as well — no longer turns white on contact with seawater and protects the scale film long-term.

Which angler hasn’t, at some point, used the famous “Leurre à Bar” Flashmer rigs? Few, however, know the origin of these deceptively simple yet effective products. In the 1970s and 1980s, only feathered rigs existed for catching mackerel, sea bass, pollack and similar species.

Moïse Troprès has the simple idea of replacing the traditional feathers with a skirt made of pearly-white synthetic filaments that turn blue-violet under sunlight. The lure’s appeal is strengthened by shiny fibres and a phosphorescent bead placed above the hook. A genuine revolution in the fishing world — effectiveness is remarkable, and success immediate.

Not being an angler himself, it is by watching and talking to fishermen at the port of Granville, struggling with tangled lines, that Moïse Troprès, Flashmer’s founder, devises a solution: “We need to keep the hooks away from the main line to prevent tangles caused by twist”.

Thanks to a rotating clip, the system allows snoods to be held perpendicular to the main line while staying clear of it. A genuine breakthrough: the clip is no longer fixed — it rotates around its axis and thereby prevents line twist. A patent is filed and small-scale manufacturing begins in the family garage, with the help of the whole family. The ROTOCLIP clip by Établissements Troprès is born.