About US
Brand Story
Svivlo is a Swedish fishing reel brand owned by Brillianze Sweden AB, founded by father and son Sten-Thore and Patrik Zander.
Sten-Thore spent his career as a watchmaker, working with small, precise mechanical systems where consistency and behavior over time matter more than raw force. Although not an angler himself, he became fascinated by a recurring problem in baitcasting reels: instability when conditions change, often leading to line overrun and backlash.
What followed was years of focused development, prototyping, and real-world testing. The result was CastGuard™ – a patented mechanical system designed to help a reel behave more consistently when the line loses tension during a cast.
Svivlo was built around this idea: applying mechanical understanding from outside the fishing industry to rethink how baitcasting reels behave under real fishing conditions.
What does Svivlo mean?
The name Svivlo comes from Old Norse, meaning “to spin”, and is also linked to “Svirvel”, a traditional tin fishing lure.
The name reflects both motion and heritage – a natural fit for a brand focused on how reels behave in motion, rather than how they look on paper.
The Svivlo Logo
The Svivlo logo is inspired by a sail – a symbol of movement, direction, and adaptation.
Historically, sails allowed Viking ships to adjust to changing wind and conditions rather than fight against them. In the same way, Svivlo designs reels to adapt to changing fishing conditions instead of relying on constant manual correction.
The sail represents progress through understanding, not resistance.
Our Mission
Fishing should feel intuitive and reliable, not demanding or fragile.
Svivlo designs baitcasting reels to reduce unnecessary interruptions caused by changing conditions, so anglers can focus more on fishing and less on managing their equipment.
Our goal is not to simplify fishing through shortcuts, but to design reels that behave more consistently once you’re on the water.
Our Values
Innovation
We challenge established assumptions in reel design by focusing on behavior rather than settings. Every Svivlo reel is built around the CastGuard™ system, developed and integrated in Sweden.
Quality
Our reels are sourced from trusted manufacturing partners and assembled with CastGuard™ in Sweden. Each reel undergoes quality control to ensure consistent function before reaching anglers worldwide.
Sustainability
We prioritize durability and long product life as a way to reduce waste. Building reels that last longer helps minimize environmental impact and protects the waters we fish.
Community
Fishing is not defined by skill level. Svivlo designs equipment meant to support anglers across different styles and experience levels, without framing usability as something that must be earned.
