About us

Bay de Noc Lure Company started in 1955 in the “Walleye Capital of the World”. Little Bay de Noc, Gladstone, Michigan became the home of a lure that took the fishing world by storm, “The Swedish Pimple”.

Starting as a group of friends, the Nybergs and Apelgrens made lures to supply themselves by using popular designs from Sweden before finally receiving a registered trademark for their own design in 1957. The lure became an instant hit throughout the midwest and beyond.

The company has expanded with new lure designs and flashy patterns. No one who fishes goes without some Bay de Noc Lure products in their tacklebox. While used primarily for vertical jigging, many have found Swedish Pimple products like the Crushed Ice Pattern, becoming a 24-7 product.

What started out as a hobby among friends has turned into a full-fledged American made Icon! “The Swedish Pimple”