BoatU.S., which has succeeded in building its ranks to a record 535,000 dues-paying members, has entered into a long term, strategic alliance with West Marine, the world’s largest boating supplier. Under the strategic alliance, West Marine will promote BoatU.S. membership and its consumer services while acquiring the BoatU.S. retail equipment operation, including its 62 marine centers, mail-order and wholesale components.
In announcing the new partnership, BoatU.S. Founder and Chairman Richard Schwartz said, “This strategic alliance with West Marine will accelerate BoatU.S. membership growth and will allow BoatU.S. to concentrate its resources on what we do best - marine insurance, BoatU.S. Magazine, government representation, consumer advocacy, towing, boat financing - and working to make the waterways safer and cleaner for recreational boaters throughout the United States.”
By early spring 2003, BoatU.S. members will benefit from this alliance as they will be able to accrue more frequent buyer points, more conveniently, at 320 West Marine and BoatU.S. stores from coast to coast, including all 258 West Marine as well as the 62 BoatU.S. retail locations and mail order service. Specifically, BoatU.S. members will get an increase in future rewards points on purchases, making it the most rewarding frequent buyer program in the industry.
West Marine CEO John Edmondson applauded the alliance with BoatU.S. saying, “West Marine shares BoatU.S.’ commitment to service and representation for boaters. By partnering with BoatU.S. to generate more members, we can contribute to the power of their work and that’s a big plus for the boating community.” West Marine intends to continue operating BoatU.S. Marine Centers under the BoatU.S. name.
BoatU.S. was launched in 1966 without retail marine centers. It contracted with employee-owned Boat America Corporation in 1977 to open its first retail marine center in order to deliver marine gear at discount prices to its members who frequently had to pay full retail at small chandleries. “The market for marine gear has changed markedly in the past two decades,” noted Schwartz. “Discount marine outlets are now readily available and West Marine, whose primary focus is the sale and merchandising of boating supplies, has proven its ability to deliver quality merchandise at competitive prices while sustaining an impressive growth rate of stores around the country. The time is right for us to partner with West Marine and to serve the boating public to the best of our respective abilities,” he added.
Posted: 1-15-2003
