Alliance Marine
Alliance Marine is a privately held French industrial group that distributes and manufactures marine equipment and safety-at-sea systems for the leisure boating, watersports, commercial marine, and yachting sectors across Europe through 12+ wholly-owned subsidiaries and 100+ brands.
- Company typePrivate
- Founded1993
- HeadquartersParis, France
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Alliance Marine does
Alliance Marine is a privately held French industrial group operating as a B2B distributor and own-brand manufacturer for the leisure boating, watersports, commercial marine, yachting, and adjacent industrial sectors. Headquartered in La Garde (with SAS registration in Paris) and operating across at least six European countries, the group runs more than twelve wholly-owned subsidiaries organized into three divisions: a Safety Division (Plastimo, Ocean Safety, Typhoon, ISP, Revere) producing and distributing home-branded safety-at-sea and rescue systems; a Paint and Maintenance Division (HDS-SOGERIC and VDM-REYA) serving professionals with paints and maintenance products; and an Equipment Division (ACCASTILLAGE DIFFUSION, COMSTEDT in Scandinavia, MARATHON LEISURE in the UK, 12 SEEMEILEN in Germany) distributing boating accessories. The portfolio spans over 100 key brands and 5,000+ SKUs, supported by warehouses totalling 1,300 m² across four sites at the paint division alone and a wider workforce of 251–500 (with '800+ crew worldwide' also referenced).
The group's go-to-market is a multi-brand, multi-subsidiary channel model: it sells through its own field technical sales teams (e.g., ten representatives plus a FROSIO expert at HDS-SOGERIC) and through its regional specialist subsidiaries, reaching both B2B professionals and B2C consumers. Revenue mechanics are based on one-time product sales (distribution and own-brand manufacture), with no recurring-software or subscription pricing disclosed. Marketing relies on Metstrade and other trade-show presence, a corporate website, email newsletter, and social sharing rather than performance marketing. Growth is driven primarily by M&A — eight disclosed acquisitions between 2018 and 2022 — supplemented by brand launches (Crosseven, unveiled at Metstrade 2024) and intra-group consolidation (HDS-SOGERIC merger effective January 2026). The group is founder-influenced: Jean-Paul Roche, who took over Vidal Diffusion Marine in 1993, transitioned the CEO role to Jérémy Tedguy (previously Deputy CEO Finance and Acquisitions) in July 2023, and Weinberg Capital Partners holds an investment dated October 2017.
The business is not technology-led in a software or AI sense; it is an industrial-distribution platform where value is created through brand ownership, regional channel coverage, catalogue breadth, and vertical integration into safety-equipment manufacturing. The strategic narrative emphasizes 'sustainable innovation, additional talents, enhanced service and digital agility' and 'significant international grounds,' but the underlying capability is scale distribution and brand-portfolio management rather than proprietary technology. Customer concentration is low given the fragmented dealer, shipyard, and end-consumer base across multiple European geographies.
Alliance Marine firmographics
Firmographics- Name
- Alliance Marine
- Legal name
- Alliance Marine
- Website
- https://alliancemarine.fr
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Alliance Marine is a privately held French industrial group that distributes and manufactures marine equipment and safety-at-sea systems for the leisure boating, watersports, commercial marine, and yachting sectors across Europe through 12+ wholly-owned subsidiaries and 100+ brands.
- Ownership category
- akta.pro rank
Alliance Marine industry classification
Industry- Product category
- Marine Equipment Distribution
- NAICS
- Ship Building and Repairing (336611), Support Activities for Water Transportation (4883)
- SIC
- Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting) (IMAJAIAG)
- akta.pro secondary industry
- Marine Outfitting & Interior Refurbishment (TLAKAKAL)
Keywords
Where Alliance Marine is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Alliance Marine business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Distribution of boating and marine equipment: Pioneer in the distribution of boating accessories serving the leisure boating, watersports activities, and commercial marine industry through multiple subsidiaries across Europe.
- B2B distribution of maintenance products and paints: Through HDS-SOGERIC subsidiary, distributes paints and maintenance products to professionals in nautical, marine, yachting and industrial sectors with €15 million in revenue.
- Own-brand safety and rescue systems: Industrial group incorporating design and production of home-branded safety at sea and rescue systems under own brands including Plastimo, Ocean Safety, Typhoon, Jobe Sports, and Crosseven.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Alliance Marine product offering
Product offeringCore offering
Alliance Marine is a privately-held French industrial group that operates as a distributor of boating accessories and marine equipment for the leisure boating, watersports, and commercial marine sectors. Through more than a dozen wholly-owned subsidiaries across Europe, the company distributes paints, maintenance products, safety equipment, and nautical gear under its own home brands (Plastimo, Ocean Safety, Typhoon, Jobe Sports, Crosseven, ISP, Revere) and a catalog of over 100 key brands. The group also designs and produces its own-branded safety at sea and rescue systems.
Product overview
Alliance Marine is a B2B distribution group for the leisure boating, watersports activities, and commercial marine industry. The company operates as a platform of specialized brands organized into divisions: (1) a Safety Division including Ocean Safety, Typhoon, ISP, Revere, and Plastimo; (2) a Paint Division including HDS-SOGERIC, VDM-REYA serving nautical, marine, yachting and industrial professionals; and (3) an Equipment Division including ACCASTILLAGE DIFFUSION, COMSTEDT (Scandinavia), MARATHON LEISURE (UK), and 12 SEEMEILEN (Germany). The company also manufactures its own branded safety at sea and rescue systems. The portfolio includes over 100 key brands across 5,000+ products.
Differentiator
Problem solved
Functional benefit
Brands
- Plastimo: Safety and leisure boating brand
- Ocean Safety
- Typhoon
- Jobe Sports
- Crosseven
- ISP
- Revere
- HDS-SOGERIC
Products and services
- Plastimo
- Ocean Safety
- Typhoon
- Jobe Sports
- Crosseven
- HDS-SOGERIC
- VDM-REYA Paint division subsidiary offering professional paint and maintenance solutions for the marine industry, expanded through acquisition of SOGERIC.
- ISP (International Safety Products) UK-based marine safety equipment brand, part of the 3SI Group acquisition.
- Revere USA-based marine safety and rescue brand, part of the 3SI Group acquisition.
Quantifiable outcome
- 800+ crew members worldwide serving customers
- +3 more outcomes
Companies that use Alliance Marine
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Alliance Marine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alliance Marine partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- COMSTEDT (JAN COMSTEDT AB)minorAlliance Marine acquired COMSTEDT, a leader in Scandinavian distribution based near Gothenburg, significantly increasing positions in Northern Europe.
- MARATHON LEISUREminorAlliance Marine acquired MARATHON LEISURE, a British leader in nautical equipment distribution, consolidating positions in the United Kingdom.
- 12 SEEMEILENminorINTERMER, subsidiary of Alliance Marine Group operating as ACCASTILLAGE DIFFUSION (AD), acquired 12 SEEMEILEN, a company based in Cologne, Germany, counted among major specialists operating in B2C on the German nautical equipment market.
- DISMARINA MEDITERRANEAminorPLASTIMO, a subsidiary of Alliance Marine Group, acquired DISMARINA MEDITERRANEA based in Barcelona, accelerating export development.
- NAVINORDICminorPLASTIMO, a subsidiary of Alliance Marine Group, acquired NAVINORDIC based in Henån (South-West Sweden), reinforcing export positions.
- HDSminorHDS, based in Le Havre, specialist in paint distribution on the West coast (from Belgian border to Spain), joined Alliance Marine Group, complementing the paint division with VDM-Reya and SOGERIC.
- SOGERICminorSOGERIC, a paint specialist based at Marseille port, joined VDM-REYA, a subsidiary of Alliance Marine Group. Its team of renowned technicians continued SOGERIC's development and brought expanded expertise to VDM-REYA.
- 3Si Group (Ocean Safety, Typhoon, ISP, Revere)coreAlliance Marine Group acquired the 3SI Group comprising well-known brands Ocean Safety, Typhoon, ISP (UK), and Revere (USA), strengthening the Safety Division which is one of the pillars of the group's organic growth.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Alliance Marine competitors and assessment
Company assessmentBroad incumbents
- Johnson Outdoors: US-listed outdoor recreation company with marine electronics division (Minn Kota, Humminbird marine) and watersports segment. Comparable in the marine and watersports product space though more diversified across outdoor recreation categories.
- West Marine: Largest US marine equipment retailer and distributor with broad product assortment for boating and watersports. Comparable as a marine equipment distribution platform, though retail-focused rather than the wholesale/manufacturing hybrid model Alliance Marine operates.
- Attwood (Brunswick Corporation): Marine accessories brand owned by Brunswick Corporation, producing marine hardware, fuel systems, and boat parts. Comparable in marine equipment manufacturing, though operating within a much larger parent (Brunswick) focused on boats and marine propulsion.
Direct peers
- Wichard: French manufacturer of marine safety hardware (snap shackles, carabiners, padeyes) for sailing and commercial marine. Direct peer in marine safety equipment manufacturing serving similar professional and leisure customers across Europe.
- Ronstan International: Australian manufacturer of sailing hardware, blocks, and deck equipment serving global marine markets. Comparable as a branded marine equipment manufacturer with overlapping product categories (deck hardware, sail handling) for sailing and leisure marine applications.
- Imtra: US marine equipment distributor specializing in deck hardware, lighting, propulsion, and safety equipment for recreational and commercial marine. Comparable B2B distribution model with similar product breadth and focus on branded marine equipment.
- Harken: US-based manufacturer and distributor of sailing hardware, winches, and blocks serving the global marine industry. Comparable as a branded manufacturer-distributor of performance marine equipment with similar product categories (sailing hardware, safety gear).
- Navimo: French marine equipment manufacturer and distributor (Plastimo's historical parent until rebranding) specializing in safety, navigation, and deck hardware. Direct peer with overlapping brand portfolio (Plastimo, Lofrans, C-Quip) and similar European distribution model.
- Osculati: Italian marine equipment distributor and manufacturer with over 12,000 products serving the nautical sector. Highly comparable as a Southern European-based marine equipment specialist serving B2B and B2C markets with own-brand and third-party brands.
Regional players
- Acquapro / SVB (Sailing Yachten Boats): German B2C and B2B marine equipment retailer/distributor (SVB) serving the German-speaking European market with over 100,000 SKUs. Comparable as a European marine equipment distribution specialist, though primarily operating as a direct-to-consumer mail-order business rather than multi-brand wholesale platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Alliance Marine social profiles
Digital presenceAlliance Marine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alliance Marine leadership team
Management profileNumber of profiles
Profiles2 records
Alliance Marine subsidiaries and ownership
Company hierarchySubsidiaries11 records
Alliance Marine funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alliance Marine M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alliance Marine
What does Alliance Marine do?
Alliance Marine is a privately-held French industrial group that operates as a distributor of boating accessories and marine equipment for the leisure boating, watersports, and commercial marine sectors. Through more than a dozen wholly-owned subsidiaries across Europe, the company distributes paints, maintenance products, safety equipment, and nautical gear under its own home brands (Plastimo, Ocean Safety, Typhoon, Jobe Sports, Crosseven, ISP, Revere) and a catalog of over 100 key brands. The group also designs and produces its own-branded safety at sea and rescue systems.
Is Alliance Marine a public or private company?
Alliance Marine is a private company. It is classified as private equity controlled and is currently operating.
When was Alliance Marine founded?
Alliance Marine was founded in 1993. It employs 251 to 500 people.
Where is Alliance Marine based?
Alliance Marine is headquartered in Paris, France, in the Europe region.
How does Alliance Marine make money?
Three revenue lines are on record. Distribution of boating and marine equipment is the primary driver. The others are B2B distribution of maintenance products and paints and own-brand safety and rescue systems.
Who are Alliance Marine's main competitors?
Broad incumbents on record are Johnson Outdoors, West Marine and Attwood (Brunswick Corporation). Direct peers are Wichard, Ronstan International, Imtra, Harken, Navimo and Osculati. Acquapro / SVB (Sailing Yachten Boats) is listed as a regional player.
Does Alliance Marine have an API?
No public API is recorded for Alliance Marine.
What industry is Alliance Marine in?
Alliance Marine's product category is Marine Equipment Distribution. Its primary akta.pro industry code is IMAJAIAG, Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting), with a secondary code of TLAKAKAL, Marine Outfitting & Interior Refurbishment. Its NAICS code is 336611 and its SIC code is 3730.