A.B.U Its Australian History

Very definitely

a work in progress

as more information

becomes available!

Vic McCristal and early (pephaps first) adopter of the fine technological innovations introduced by ABU, shows and tells what the Ambassaduer is capable of doing with our Barra!

Hank Newman's advertizement promotes Sportfishing, using the chosen reels made by ABU naturally, as early as the 1950's

I believe the first ABU items to appear in Australia, (before agents were set up to distribute reels, rods etc), were the lures which were imported by enthusiasts who always have their ear to the ground with respect to new developments. I have seen savy editorials from the early 50's promoting the fish catching gems of Sweden.

You may note some Heddon lures (notably the Tiny Tad and Sonic) which were in the early Napp och Nytt ABU catalogs of the 50's.
The Jitterbug was NOT part of the ABU stable at any time! Neither was the French Floppy lure!

I believe the first ABU reels that came into Australia was sent to my friend Mr Vic McCristal of Cardwell, North Queensland by Mr Eric Swan from ABU in Sweden. This was in 1963 and the reels were the Ambassadeur 6000 and the ABU 505.

My good friend Greg Worth of South Australia has access to some very old (over 50 years) print media advertizing, indicating we Aussies were aware of Swedish developments but items were not for sale here at this time. USA would have been the first major market for ABU to break into I suggest.

Below it appears the appetite is being whet again for what is not generally available in Australia despite being advertized!

Below the prices of other competing Multiplier reels in Australia are compared with the Record Reel (unsure which model)

Interestingly, this is the only paid advertizement that I have seen which promotes ABU (in this case the first Abumatic Model 60) but is not related back to a particular reseller. I suggest then it was placed by Donaldson's the registered importer of ABU equipment at this time. Source Australian Outdoors Magazine September 1958.

More to follow as found!

For more pricing and an indication how ABU was being accepted in Australia, look here to see the Outdoors and Fishing Annuals from the 70's.

My all time favourite ABU reel, the first Ambassadeur 7000 with brass bushes, was suited for all situations and was popular in Australia too. It was later superceded by the black "C" version with bearings! I would like to acquire one of these some day.

Links to other new sections of advertizing pages (comprising USA, Europe) Please advise if you have access to ads from other locations.

Although A.B.Urfabriken began as a watch making firm in Sweden so long ago, the build quality of its fishing equipment saw it sold right around the world!

I have a-massed a large number of advertisements linked elsewhere on this site but my favourites are the ABU Garcia USA advertizements which are so interesting , so attractive, even a non fisherman would stop to read the details and be encourages to purchase based on the details provided.

If you have any more of these early (50's and 60's) Australian advertizements that could be used here , I would appreciate hearing from you.