Power Products LLC

What Power Products LLC does

Power Products LLC, headquartered in Menomonee Falls, Wisconsin, is a global, diversified electrical products platform organized around three end markets: marine, recreational vehicles (RV), and specialty/industrial vehicles. Founded in 2013 and operating with 501-1,000 employees, the company functions as Navico Group, a division of Brunswick Corporation, and reaches customers through a portfolio of 19+ brands that includes Ancor, Attwood, B&G, BEP, Blue Sea Systems, C-MAP, CZONE, Fathom, Lenco, Lowrance, Marinco, Mastervolt, Navico Connect, Progressive Industries, ProMariner, RELiON, Simrad, and Whale.

The platform's core technology centers on integrated power and digital systems with plug-and-play connectivity. Products span marine electronics (chartplotters, fish finders, sonar, radar, autopilots, C-MAP cartography), power management (batteries from RELiON, inverters and chargers from Mastervolt and ProMariner, distribution and monitoring from BEP and Blue Sea Systems, shore power from Marinco, surge protection from Progressive Industries, wiring from Ancor), digital control and monitoring (CZONE for centralized switching), performance components (Attwood lighting, Garelick hardware, Lenco trim tabs, Whale pumps and plumbing), and the Navico Connect mobile application for remote monitoring and control. The architectural objective is bow-to-stern or end-to-end integration within each vessel or RV, with shared interfaces across the brand portfolio.

Power Products LLC operates a B2B and B2B2C hardware-led revenue model. Revenue is generated across three streams — marine power and digital systems, RV power and digital systems, and industrial/specialty vehicle power solutions — all materially classified as hardware sales. Distribution is omnichannel and global: brand-specific websites, direct ecommerce/customer portal, product catalogs, and an extensive dealer and installer network for OEM and aftermarket customers. Customer segments include marine/boat owners and operators (recreational and professional), RV owners and operators, and industrial/specialty vehicle manufacturers (golf carts, emergency vehicles). Leadership discloses Herman Mitchell as President & CTO and Denise Atchison as Vice President of Human Resources. Historic growth has been acquisition-driven, including Progressive Industries (2017), Bergen Industries (2017), and King Innovation (2018), supported by financing rounds led by Norwest Mezzanine Partners (2014) and Genstar Capital (2017).

Name

Power Products LLC

Website

https://powerprodllc.com

Company type

Private

Founded year

2013

Headcount range

501–1,000 employees

Short description

Power Products LLC is a global diversified electrical products platform operating as Navico Group under Brunswick Corporation, selling integrated power, digital, and connected-systems solutions through 19+ brands to marine, RV, and specialty-vehicle markets worldwide.

Ownership category

akta.pro rank

Product category

Marine and RV Electrical Systems

NAICS

Switchgear and Switchboard Apparatus Manufacturing (335313), Power, Distribution, and Specialty Transformer Manufacturing (335311)

SIC

Switchgear & Switchboard Apparatus (3613), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Low-Voltage Switchboards & Panelboards (LV distribution panels, MCCs, switchboards) (IMAGAEAA)

Keywords

• Marine electrical products
• RV power systems
• Marine electronics
• Specialty vehicle power
• Integrated power solutions

Headquarters

HQ city

Menomonee Falls

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Marine Power and Digital Systems: Revenue generated from power systems (batteries, chargers, inverters, switches), digital systems (chartplotters, fish finders, navigation), fishing systems, and performance components for marine applications
2. RV Power and Digital Systems: Complete digital control, monitoring, and power systems for recreational vehicles including power distribution, battery management, and digital switching solutions
3. Industrial Specialty Vehicle Power Solutions: Power solutions for specialty industries including golf carts and emergency vehicles, featuring smart connected products and energy sources

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Power Products LLC, through its Navico Group division, manufactures and distributes integrated power, digital, and connectivity systems for marine, RV, and specialty vehicle applications. The company offers bow-to-stern solutions across a portfolio of 19+ brands covering batteries, chargers, inverters, chartplotters, fish finders, navigation systems, digital switching, power distribution, and performance components for boats, recreational vehicles, golf carts, and emergency vehicles.

Product overview

Power Products LLC operates as part of Navico Group, a unified portfolio of industry-leading marine, RV, and specialty vehicle brands offering integrated, plug-and-play solutions. The product portfolio comprises three interconnected solution categories: Marine Solutions (spanning Digital Systems with B&G, C-MAP, CZONE, and Simrad; Fishing Systems with Lowrance, MotorGuide, and Simrad; Power Systems with Ancor, BEP, Blue Sea Systems, Marinco, Mastervolt, Progressive Industries, ProMariner, and RELiON; and Performance Components with Attwood, Garelick, Lenco, and Whale); RV Solutions (including Digital Systems via CZONE and Whale, Power Systems with BEP, Blue Sea Systems, Marinco, Mastervolt, Progressive Industries, ProMariner, and RELiON, plus Performance Components); and Industrial Power Solutions for specialty vehicles using similar power system brands. This architecture enables seamless, integrated connections across the portfolio, with Navico Connect providing mobile app connectivity for remote monitoring and control.

Differentiator

Problem solved

Functional benefit

Products and services

• Marine Power Systems

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Garmin: Garmin is the leading marine electronics competitor, offering chartplotters, fish finders, radar, and navigation systems that directly overlap with Power Products' Lowrance, Simrad, and B&G brands across the same marine and RV customer base.
• Dometic: Dometic supplies RV and marine systems including power, climate, sanitation, and plumbing — directly overlapping Power Products' RV Power Systems (Mastervolt, BEP, Whale) and Performance Components portfolios in the same OEM and aftermarket channels.
• Victron Energy: Victron is a direct competitor in marine and RV power systems (inverters, chargers, batteries, monitoring), targeting the same customer set as Mastervolt, Blue Sea Systems, and RELiON with comparable integrated-system positioning.
• Xantrex (Schneider Electric): Xantrex supplies inverters, chargers, and power management for marine and RV markets under Schneider Electric — directly competing with Mastervolt and ProMariner across the same OEM and aftermarket customers.
• Raymarine (Teledyne FLIR): Raymarine offers marine electronics including chartplotters, sonar, radar, and integrated multifunction displays — directly overlapping Power Products' Simrad, Lowrance, and B&G lines for recreational and light-commercial boaters.
• Battle Born Batteries: Battle Born is a fast-growing lithium deep-cycle battery brand targeting the same marine, RV, and specialty vehicle customers as RELiON, putting direct pressure on pricing and channel share in the lithium battery category.
• Trojan Battery Company: Trojan is a long-standing deep-cycle battery manufacturer (lead-acid and lithium) serving marine, RV, golf, and floor-cleaning markets — overlapping directly with RELiON's industrial and specialty vehicle battery business.

Broad incumbents

• Cummins Onan: Cummins Onan is a major incumbent in RV and marine generators and power systems. While broader in scope than Power Products, it competes for the same RV OEM and aftermarket customers in on-board power generation.

Emerging players

• Balmar: Balmar specializes in marine and RV alternator-based charging systems and battery management, addressing the same power-conversion needs as ProMariner and Mastervolt for cruising and live-aboard customers.
• Sterling Power Products: Sterling designs battery-to-battery chargers, alternator-to-battery managers, and inverters for marine and RV markets — directly competing with Power Products' power management brands (Mastervolt, BEP, ProMariner) in the European and global specialty channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/3560920

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Power Products LLC