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HomeScuba DivingHuish Outdoors Buys Oceanic, Hollis Brands From AUP

Huish Outdoors Buys Oceanic, Hollis Brands From AUP

Some big news coming out of the US this week.  Huish Outdoors LLC announced Monday it had bought the Oceanic and Hollis brands from American Underwater Products.

While the financial details weren’t released, Huish Outdoors 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.”

In a Q&A on the company website, Huish said it:

“will be ramping up inventory levels and there will be a dramatic impact on fulfillment rates. Our plan is to have a consistent 90+% fill rates by [the] end of [the] year.”

Bob Hollis said:

“The Hollis family couldn’t be more excited to work with Huish Outdoors in the future growth of these brands under their new ownership. 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.”

According to X-Ray Magazine, Oceanic and Hollis are the sixth and seventh purchases Huish Outdoors has made since 2011, joining Huish‘s other brands: Atomic Aquatics, BARE, Liquivision, Stahlsac, and Zeagle.  It also distributes in North America for Suunto and Sharkskin.

What do you think about the acquisition? Leave a comment below.

John Liang
John Liang
John Liang is the News Editor at He first got the diving bug while in High School in Cairo, Egypt, where he earned his PADI Open Water Diver certification in the Red Sea off the Sinai Peninsula. Since then, John has dived in a volcanic lake in Guatemala, among white-tipped sharks off the Pacific Coast of Costa Rica, and other places including a pool in Las Vegas helping to break the world record for the largest underwater press conference.