US company Huish Outdoors has acquired the Oceanic and Hollis diving equipment brands from American Underwater Products (AUP), the company formed 45 years ago by Bob Hollis.
The two brands are Huish Outdoors’ sixth and seventh acquisitions since 2011, and add to an existing dive-gear stable consisting of Atomic Aquatics, BARE, Liquivision, Sharkskin, Stahlsac and Zeagle. Huish also distributes Suunto computers in the USA.
Of the latest acquisitions, CEO Mike Huish said: “These two industry-leading brands round out our portfolio and allow us to offer a complete range of product categories and a full spectrum of price points to our retail partners, and build on our consumer choice strategy.
“Today’s consumers are demanding best in category choice in the retail environment – rather than a one-brand approach to buying all their gear. Pursuing our approach of brand selection at retail has been fundamental to our growth and we believe this trend will continue well into the future.”
Huish Outdoors has intimated to dealers that it intends to maintain the strengths of the existing brand names, to boost stock levels and to maintain price levels until at least the end of the year. It added that it would not be taking new orders for Hollis rebreathers at present.
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15-May-17
