Fiiish, soft lure brand from Brest, France

2010: First Black Minnow lures on sale
Brest: Designed and assembled in Finistère
Texas rig: Snag-resistant rig of the Black Minnow

The story of the brand

From Matthieu Guennal's garage to the Black Minnow

The Fiiish story starts in a garage in Brest. Matthieu Guennal, a graphic designer and sea angler, made his own lures there. In 2007, he finished the first Black Minnow after long testing on the water. He fished very snaggy ground, which led to the idea of a pre-rigged Texas shad.

In 2008, he told his brother Pierre about his lures. Pierre had set up a sourcing company in China with Frédéric Orlach. The three men founded Fiiish and sold their first Black Minnow lures in August 2010. The lure then won the innovation award at the sea fishing show in Nantes.

Since 2017, Fiiish has been developing a biodegradable hard lure with support from Bpifrance and the Brittany region. This work led to the Biotop Stick. Around the Black Minnow, the brand has launched other soft lures, such as the Black Eel, the Crazy Sand Eel and the Crazy Paddle Tail.

Key dates

2007 First Black Minnow prototypes in a garage in Brest
2010 Fiiish is founded and the first Black Minnow goes on sale
2017 Start of the biodegradable lure project with Bpifrance

Fiiish lures84 références

Frequently Asked Questions

Everything about the brand

Who founded the Fiiish brand?

Fiiish was founded in Brest by Matthieu Guennal, his brother Pierre Guennal and Frédéric Orlach. Matthieu Guennal, a graphic designer and sea angler, designed his lures in his garage. Pierre Guennal and Frédéric Orlach had set up a sourcing company together in China.

The three partners pooled their skills. They put their first lure, the Black Minnow, on sale in August 2010.

Why is the Fiiish Black Minnow Texas rigged?

Matthieu Guennal fished very snaggy ground, among rocks and weed. So he designed a pre-rigged Texas shad, with the hook point hidden inside the body. This rig cuts down snags on the bottom and in cover. Fiiish now arms it with the Krog Premium hook, developed by VMC for its lures.

Where are Fiiish lures designed and assembled?

Fiiish designs its lures near Brest, in Finistère. Assembly, such as fitting hooks and packing, is carried out by ESAT sheltered workshops in the area. Since 2017, the brand has also been working on a biodegradable hard lure, with support from Bpifrance and the Brittany region.

Fiiish, a lure brand born in Brest

Fiiish is a French lure brand for sport fishing. It is based near Brest, in Finistère. It designs soft lures, jig heads and Texas rig hooks. Its starting point is the Black Minnow, a shad armed with a hidden hook. The brand built it for seabass, close to rocks and weed. Its lures are also used in fresh water, for predators.

The range then grew into other families. They include the Black Eel, the Crazy Sand Eel, the Crazy Paddle Tail, the Master Shad, the Pit Swimmer and the Power Tail. Each family follows the same logic. The soft body and the jig head are drawn to work as one.

How Fiiish works

Fiiish starts from hard fishing spots. The Texas rig hides the hook point inside the body of the lure. It cuts down snags on the bottom and in cover. The point comes free when a fish bites. This idea still guides the design of new models.

Jig heads drawn for each size of soft lure.
A Krog Premium Texas rig hook, made by VMC for Fiiish lures.
Assembly carried out by ESAT sheltered workshops in Finistère.
Work on a biodegradable hard lure, run with Bpifrance and the Brittany region.

The brand keeps the design and assembly of its lures in Brittany. Its three founders are anglers. Their own sea fishing is still the starting point of each new lure.

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Fiiish lures

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Fiiish: soft lures, jig heads and Texas rig hooks

From Matthieu Guennal's garage to the Black Minnow

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Products

Mud Digger

Heads Black Minnow 120

Heads Black Minnow 120

Lures Fiiish Black Minnow 120 by 3

Lures Fiiish Black Minnow 120 by 3

Lures Fiiish Master Shad 100 by 2

Lures Fiiish Master Shad 100 by 2

Lures Fiiish Master Shad 125 by 2

Lures Fiiish Master Shad 125 by 2

Heads Master Shad 100

Heads Master Shad 100

Heads Master Shad 125

Heads Master Shad 125

Lures Fiiish Master Shad 75 by 2

Lures Fiiish Master Shad 75 by 2

Heads Crazy 220XS