The Grim Reaper Story
A New Zealand Original Since 1985
Grim Reaper Lures began in 1985 with a simple idea: build tough, reliable lures that perform in real New Zealand conditions.
Word spread fast. Fishers all over the country loved them - and the brand built a loyal following that still exists today.
Over the years, Grim Reaper has passed through a few owners, each adding their own touch while keeping the same core belief:
keep it NZ-made, keep it honest, and keep it effective.
The result?
A brand with nearly 40 years of history behind it - and a reputation for lures that consistently catch fish, from kahawai right through to kingfish and tuna.
Meet Dean - Keeping the Craft Alive
Now based in Matatā, Grim Reaper Lures is proudly run by Dean — a fisherman first, a lure-maker second, and the kind of bloke who won’t sell anything he wouldn’t use himself.
Dean hand pours the lead, shapes the bodies, paints every lure, rigs each hook, and tests new designs in the same waters he grew up fishing.
There’s no production line. No importing. No shortcuts.
Just one person making high-quality lures the old-fashioned way.
Every colour, hook setup, and lure design comes from real knowledge out on the water — not guesswork. And that’s what makes Grim Reaper Lures what they’ve always been:
strong, simple, NZ-made fishing gear that works.