The courage and vision of Hans Mustad transforms the company

In the 1880s, however, trade restrictions in Norway placed strong barriers to the company’s expansion from its home base, and it was largely thanks to the courage and vision of Hans Mustad, the third generation owner, that the company became firmly set on its way to internationalization. From beginning of the 1890s to the 1920s he and his sons acquired over 300 competitors throughout Europe. Modern entire pre-fabricated Mustad factories were constructed in each major market. And by the mid 1920s the Mustad group led the European horse nail market with some 8000 people making nails on automatic machines in 13 different countries. By the same time the hook business was flourishing on a worldwide scale, with new models being added almost daily and new markets conquered almost every month. The Mustad “fish hook sales force” traveled throughout the five continents, to the most remote corners of the globe. The only other salesmen the would encounter in upper Amazon or on the Congo river, in China or Tasmania were colleagues form Primus selling kerosene-stoves of from Singer selling sewing-machines. At its zenith, the Mustad product portfolio contained over 105’000 different types and sized of hooks, to satisfy even the most demanding customer.

Company structure that has stood the test of time
During the early years of expansion the group defined its basic structure, one that has remained almost intact until today: unique brands managed by strong entrepreneurial managers in day-to-day business. All products can be produced at an optimal economic scale