In 1944, Mr. Alexis COUTOU created SERT, a company specialized in the recovery of materials. SERT quickly diversified into importing Japanese bamboo.
In 1972, the arrival of Francis COUTOU marked the beginning of the import and distribution of fishing tackle by SERT.
In 1989, relocating to a 4500m² warehouse in Blanquefort on the outskirts of Bordeaux gave the company a new lease of life.
SERT has acquired new headquarters and modern logistic systems in Blanquefort near Bordeaux. SERT has increasingly gained a market share over the years with products technically endorsed by the biggest names in the fishing industry.
In 2004, SERT has created the brands PROWESS for carp and feeder fishing as well as SAKURA for predator fishing with lures.
In 2011, SERT joined the French group managed by Mr. Arnaud VAN ROBAIS, alongside RIVOLIER. RIVOLIER is a company based near Saint Etienne (France), currently ranked number 1 in hunting equipment in France and leader of security of the French armed forces.
Same year- 2011, the brand KATUSHA was created, specialized in catfish and big game fishing.
In 2012, SUNSET became a brand, specialized in sea and ocean fishing tackle.
GARBOLINO -one of the prestigious French brands joined the SERT's group in 2012 as well.
Same year-the distribution of the BATEAUX AMORCEURS ANATEC started all over Europe.
Two years later- in early 2014, BIWAA is also distributed by SERT across Europe.
With 5 premium brands specialized in different types of fishing:
- 1. GARBOLINO for coarse fishing, trout fishing and predators fishing,
- 2. SAKURA for predators fishing in seawater or freshwater,
- 3. KATUSHA for catfish and big game fish,
- 4. PROWESS for carp and feeder style fishing,
- 5. SUNSET for ocean and sea- from the shore/piers/boat fishing
- 6. SERT for recreational “no-frills” fishing
and with its 2 leading European distribution brands, the ANATEC bait delivery boats and the well-known lures from BIWAA, SERT has become the undisputed leader in recreational fishing in France and Europe thanks to top quality products backed by a high-quality marketing, service and logistic systems.