Marine Companies Rebrand Under Waterfront Brands Umbrella

ShoreMaster, LLC, which merged with HydroHoist, LLC in 2019 and acquired Neptune Boat Lifts in 2020, announced that the portfolio has rebranded under the umbrella title Waterfront Brands. Collectively, Waterfront Brands offers a comprehensive suite of waterfront products, for both fresh- and salt-water. Invision Capital remains an equity partner as the portfolio looks to continue expansion into North American marine markets.

As part of the unification, Don Hurley, current president/CEO of ShoreMaster, will be named chief executive officer of Waterfront Brands. Hurley will oversee the portfolio’s executive team as well as the infrastructure for the portfolio’s brands.

“Together, under the Waterfront Brands umbrella, we will draw on decades of experience from our teams to continue to provide the industry’s highest quality products matched with unparalleled service and support,” said Don Hurley, CEO of Waterfront Brands. “In addition to assembling the most influential portfolio of waterfront products in the world, Waterfront Brands’ vertical operational platform has been designed for growth. This will enable expansion into new markets as well as provide further support and opportunities for our existing dealers, marine contractors, and marinas.”

The Waterfront Brands leadership team will be rounded out with an experienced team from within the existing brands. With strong representation and reputations in the market, most product lines, including ShoreMaster, HydroHoist, and Neptune Boat Lifts, will retain their brand names as part of the portfolio

Waterfront Brands is a manufacturer of waterfront equipment in North America, with offices in Fergus Falls, Minnesota; Claremore, Oklahoma; and Fort Lauderdale, Florida. The company has distribution facilities located in California, Oklahoma, Texas, Tennessee, Florida, and a dealer network to supply and support its customers. The company’s brands include Rhino Marine Systems, PolyDock Products, ShoreMaster Fabrics, RotoMold USA, and HyPower.