Huish buys AUP

[Wookie]

American Underwater Products has announced that effective today - Monday 1 May 2017 - Oceanic® and Hollis® have been acquired by Huish Outdoors LLC.

Entrepreneur and scuba pioneer Bob Hollis founded American Underwater Products in 1972.

Hollis’ love of diving and his mechanical aptitude allowed him to create his own specialised dive equipment. 45 years on he has grown his business into a multi-brand company that includes Oceanic and Hollis – two recreational and technical diving brands recognised through the world.

“Adding Oceanic and Hollis to the family of Huish Outdoors brands is an important step for our company,” said Mike Huish, CEO of Huish Outdoors. “These two industry brands allow us to offer a complete range of product categories. We understand that our customers demand the best equipment, rather than a one-brand approach to buying all their gear.”

“The Hollis family are excited to work with Huish Outdoors,” stated Bob Hollis. “We are pleased to be part of a progressive company that believes in driving industry participation through product innovation, an approach that I’ve taken since I first started making dive equipment.”

Oceanic and Hollis represent Huish Outdoors’ sixth and seventh acquisition since 2011, and add to an impressive portfolio of premier brands in dive equipment; Atomic Aquatics, BARE, Liquivision, Sharkskin, Stahlsac, Suunto and Zeagle.

 

[kelemvor]

Wow! Sooner or later, someone might have to make a list in order to keep track of scuba brands not owned by huish.

 

[Wookie]

I personally like consolidation in the industry.

 

[kelemvor]

I guess it can potentially help alleviate one of my oldest gripes in scuba. That is, you don't get to compare multiple brands of products without driving all over the place (or shopping online). I'm guessing a "huish shop" would be able to sell all of those huish brands so you could at least compare them in one place. A lot of those brands make dive computers; I wonder if there will be any product line consolidation in the future.

 

[mdb]

Huish, now the most powerful brand(s) in SCUBA.

 

[sbijou]

I personally like consolidation in the industry.

But what happens to innovation? I think time and time again, as with Aqualung,
Scubapro and Huish as they buy out smaller companies , the pipeline of new products tend to diminish. The identity of the bought out companies disappears and the output of products generated simply becomes "mainstream."

 

[The Chairman]

Wow... good move on Huish's part.

 

[sbijou]

But what happens to innovation? I think time and time again, as with Aqualung,
Scubapro and Huish as they buy out smaller companies , the pipeline of new products tend to diminish. The identity of the bought out companies disappears and the output of products generated simply becomes "mainstream."

For example , what would happen if Johnson Outdoors purchased Shearwater? Would the diving community be better off served? Uwatec and Seabear were absorbed and did we see new exciting products?

 

[Akimbo]

But what happens to innovation?

What innovation? I haven't seen enough to matter in decades. Applying new technology/innovations developed in other industries will happen if there is demand and there are more than two companies in the market. Even if you only buy Brand-A, they need to provide a motivation for you to replace what they sold you already.

 

[Jak Crow]

Oceanic and Hollis Acquisition Q & A - Huish Outdoors


Consolidation of a market like this could easily lead to higher prices. I have my concerns.