Luhr-Jensen

About Luhr-Jensen

For generations of freshwater and saltwater anglers, Luhr-Jensen has been synonymous with hard-working fishing tackle built for real fishing conditions. Founded in Hood River, Oregon, Luhr-Jensen earned its reputation on the cold, fast-moving rivers of the Pacific Northwest, where salmon and steelhead demand lures that perform with absolute consistency in heavy current and variable depths.

Among the brand's most iconic contributions to fishing is the Kwikfish, a wide-wobbling plug that has become a go-to presentation for salmon and steelhead anglers across North America. The Kwikfish's erratic, side-to-side action mimics a wounded baitfish in a way that triggers strikes from even the most lock-jawed fish — a testament to the engineering philosophy that has driven Luhr-Jensen's product development for decades.

Equally legendary is the Krocodile spoon, a heavy, hammered-metal casting and trolling spoon prized for its ability to reach depth quickly and flash with an irresistible wobble. Whether cast from shore into mountain lakes or trolled behind a downrigger for chinook salmon, the Krocodile remains one of the most versatile and effective metal lures ever designed. Alongside it, the Flutter Spoon and the Crippled Herring jig round out a lineup that covers virtually every depth and technique in a serious salmon or trout angler's playbook.

Luhr-Jensen's product range extends well beyond spoons and plugs. The brand has long produced a comprehensive selection of terminal tackle, attractors, and dodgers specifically engineered for trolling applications — gear that serious kokanee, lake trout, and salmon fishermen rely on to dial in their presentations at precise depths. Their Ford Fender and Jensen Dodger attractors have been staples in Pacific Northwest and Great Lakes trolling rigs for over half a century.

Today, Luhr-Jensen operates under the umbrella of Rapala VMC Corporation, one of the world's largest fishing tackle companies, ensuring that the brand's classic designs are backed by modern manufacturing standards and broad distribution. Despite this corporate evolution, the lures that made Luhr-Jensen famous remain true to the original specifications that productive anglers proved on the water — an uncommon commitment to heritage in an industry that often chases novelty over performance.

Whether you are a die-hard salmon guide running the Columbia River or a weekend angler chasing kokanee on a high-altitude reservoir, Luhr-Jensen offers a time-tested arsenal of lures and tackle that have earned their place in tackle boxes across North America and around the world.