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Manufacturers Oceanic and Hollis Sold to Huish Outdoors

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American scuba equipment manufacturers Oceanic and Hollis have been sold to the Huish Outdoors Group, which acquired the brands earlier in May from American Underwater Products (AUP)

American Underwater Products was founded in 1972 by Bob Hollis,originally splitting the business between the Hollis brand of technical diving gear, and Oceanic for recreational diving equipment, since when they have become two of the most recognisable names in both sectors of the global scuba diving market.

In a statement released on the Huish Outdoors website, CEO Mike Huish said: 'Adding Oceanic and Hollis to the family of Huish Outdoors brands is an important step for our company.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.

'While Oceanic and Hollis have been challenged over the years to maintain adequate inventory levels, retailers and consumers have been patient and loyal, and it’s most exciting for us to repay this loyalty with investments in inventory and a commitment to growing these brands with the help of our retail partners.'

'The Hollis family couldn’t be more excited to work with Huish Outdoors in the future growth of these brands under their new ownership' said Bob Hollis, who stepped down as CEO of AUP in 2013. 'We’re grateful to become a part of such 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 already impressive portfolio of the best brands in dive: Atomic Aquatics, BARE, Liquivision, Sharkskin, Stahlsac, Suunto (for whom Huish is the North American distributor) and Zeagle.

'We are extremely proud of the brands we own and distribute, and are committed to building them with our retail partnerships through a diversified and complimentary portfolio of products,' said Mike Huish, A Q&A page on the Huish website indicates that to all intents and purposes, rather like the recent sales of PADI and Aqualung, there will be no outward-facing changes to the brands, rather that they have simply changed hands. The Q&A states that all products from Hollis and Oceanic will still be availble, although it also says that they 'are not taking new rebreather orders at this time.'

 

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