What Seachoice does

Seachoice is a marine parts and accessories manufacturer and distributor founded in 1988 and headquartered in Pompano Beach, Florida. The company offers more than 5,000 SKUs across 17 product categories spanning anchors and docking, hardware and fasteners, electrical and lighting, plumbing, watersports, safety equipment, engine parts, propellers, and general accessories such as coolers. It operates the Yachter's Choice sub-brand for lifestyle-oriented products including soft coolers and sandals. Products are distributed from 18 global warehouse locations through a multi-channel go-to-market model comprising authorized dealers and resellers, a dealer locator tool, and a direct-to-consumer Shopify e-commerce storefront. Each product is backed by a one-year no-hassle warranty.

The company targets individual recreational boaters — boat owners, fishing enthusiasts, and watersports participants — who maintain and outfit personal vessels for activities such as cruising, fishing, and water sports. Its customer segmentation is horizontal, addressing a broad base of boat maintenance and outfitting needs rather than a vertical specialty. Marketing channels include organic social on Facebook, Instagram, and YouTube (where the brand publishes DIY installation and maintenance videos), alongside technical content such as wiring diagrams that support mid-funnel buyer education.

Seachoice is a wholly-owned subsidiary of Brunswick Corporation (NYSE: BC), a publicly traded global leader in boats, engines, and marine technologies. The parent relationship provides corporate alignment with Brunswick's broader family of marine brands and access to shared corporate infrastructure, including cross-border data protection frameworks. Revenue is generated through hardware sales to consumers and dealers; pricing is not publicly disclosed and individual product prices display as "$0.00" on the public storefront, with actual pricing available through dealer networks. No public revenue figures, funding history, or standalone financial disclosures are available for Seachoice.

Name

Seachoice

Legal name

Seachoice

Website

https://seachoice.com

Company type

Private

Founded year

1988

Operating status

Operating

Short description

Seachoice is a marine parts and accessories manufacturer and distributor founded in 1988, offering 5,000+ products across 17 categories to recreational boaters through authorized dealers and direct e-commerce, operating as a subsidiary of Brunswick Corporation.

Ownership category

akta.pro rank

Product category

Marine Hardware and Accessories

NAICS

Boat Dealers (441222)

SIC

Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)

akta.pro secondary industry

Docking, Anchoring & Mooring Equipment Retail (CRAMAIAI)

Keywords

• Marine hardware parts
• Boat accessories
• Marine OEM replacement parts
• Boating safety equipment
• Marine electrical supplies

Headquarters

HQ city

Mattawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Marine Parts and Accessories Sales: Seachoice generates revenue through the sale of marine parts and accessories to boaters, fishing enthusiasts, and watersports participants. Products are sold through dealer networks, distributors, and direct-to-consumer e-commerce.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Seachoice manufactures and distributes marine hardware and OEM replacement parts for recreational boats, offering more than 5,000 products across 17 categories including anchors, cleats, hinges, lighting, safety gear, propellers, electrical components, plumbing, fasteners, watersports equipment, and boat maintenance supplies. The company sells through an authorized dealer network and a direct Shopify-powered e-commerce storefront, shipping from 18 global warehouse locations.

Product overview

Seachoice is a marine parts and accessories company offering over 5,000 products across 17 categories. The portfolio is organized around core marine product categories including: Anchor & Docking (541 products), Hardware & Fasteners (1,620 products), Electrical (811 products), Plumbing (357 products), Watersports (233 products), and Safety (93 products), among others. Featured products highlighted on the site include the Gold Premium A/O PSA Sheet Roll (an abrasive product), Deluxe General Purpose Life Vest (a personal flotation device), and Dock Cart (a utility transport cart). The company also offers branded accessories under the Yachter's Choice sub-brand, including soft coolers and sandals. Seachoice operates as an e-commerce storefront powered by Shopify, distributing through 18 global warehouse locations. The company is part of the Brunswick family of brands and has been serving boaters since 1988.

Differentiator

Problem solved

Functional benefit

Brands

• Yachter's Choice: A sub-brand of Seachoice offering soft coolers and outdoor accessories for boaters, including cooler bags, sandals, and related products.

Products and services

• Anchor & Docking Marine anchoring and mooring equipment including anchors, dock lines, fenders, shackles, and mooring accessories, comprising 541 products designed to secure boats in any conditions.
• Trailering & Towing Transportation Boat trailering and transportation equipment including hitches, jacks, trailer wiring, RV transport tires, and trailering hardware, covering 308 products.
• Propellers & Propeller Accessories Marine propellers and propeller accessories including aluminum and stainless steel propellers, hub kits, and propeller wrenches across 22 products.
• Electrical & Lighting Marine electrical products including batteries, breakers, fuses, switches, wire, cable, connectors, and LED and conventional marine lighting, spanning 811 products.
• Engine & Fuel Systems Engine parts, fuel systems, oil filters, and fuel filters for marine engines, comprising 102 products in this category (with related engine consumables spanning an additional 139 products).
• Hardware, Fasteners & Maintenance Marine hardware, fasteners, cleats, hinges, hasps, and maintenance supplies, representing the largest category with 1,620 products.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• BrunswickcoreOthersSeachoice is a subsidiary of Brunswick Corporation, a global leader in boats, engines, marine technologies and services. Brunswick operates as the parent company, providing corporate oversight and alignment with the broader Brunswick Family of Brands.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Imtra: Marine products distributor offering hardware, lighting, plumbing, and steering components to boatbuilders, dealers, and consumers. Direct competitor to Seachoice in selected marine parts categories with multi-channel distribution.
• Jamestown Distributors: Specialty marine products retailer/distributor with a strong focus on boatbuilding, repair, and restoration supplies including fasteners, hardware, and finishes. Comparable to Seachoice's Hardware & Fasteners and Service Supplies & Repair categories serving DIY and repair boaters.
• Overton's: Marine and watersports accessories retailer selling hardware, watersports equipment, safety gear, and boat covers direct to consumers. Overlaps with Seachoice on the watersports, safety, and accessories side of the catalog.
• Defender Marine: Long-running marine parts and accessories retailer/distributor serving recreational boaters via catalog and e-commerce. Competes with Seachoice in the same aftermarket marine hardware, electrical, and safety categories across the U.S. customer base.
• West Marine: The largest specialty retailer of marine parts, accessories, and supplies in North America, with both a strong DTC e-commerce site and a large physical store footprint. Directly comparable to Seachoice across marine hardware, electrical, anchoring, safety, and watersports SKUs serving recreational boaters.
• Wholesale Marine: Online marine parts and accessories retailer offering anchoring, dock, electrical, and hardware products to recreational boaters. Directly comparable to Seachoice in catalog structure and DTC-led distribution model.
• Fisheries Supply: Marine products distributor and retailer based in the Pacific Northwest, offering a broad marine parts catalog to both commercial and recreational boaters. Overlaps with Seachoice in hardware, electrical, anchoring, plumbing, and safety categories.
• Boat Outfitters: Online retailer of marine accessories, hardware, and boat outfitting products. Comparable to Seachoice's aftermarket and accessory SKUs serving the recreational boat owner DIY segment.

Broad incumbents

• Attwood Corporation: Established marine hardware and accessories brand and OEM supplier (anchors, lights, pumps, hardware) — operates as a manufacturer/supplier across categories where Seachoice is a retailer/distributor, making it an adjacent incumbent rather than direct competitor.
• Bass Pro Shops / Cabela's: Large outdoor recreation retailer carrying marine hardware, watersports, and fishing accessories alongside broader outdoor categories. Adjacent incumbent that competes with Seachoice on a portion of its watersports, fishing, and accessories SKUs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCl6SW4NHutQ-SmNv5c3pSnw
• Facebookfacebook.com/seachoiceproducts
• Instagraminstagram.com/seachoiceproducts

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Seachoice