Genuine Dealz

What Genuine Dealz does

Genuine Dealz operates Custom Cable and Wire (also doing business as BoatWireLLC), an online direct-to-consumer wholesaler of marine grade wire and electrical products headquartered at a single warehouse location at 5880 New Jesup Highway, Brunswick, Georgia. Founded in 2004 and operating with 1-10 employees under a bootstrapped LLC structure with no institutional funding, the company sells exclusively through a Shopify-based e-commerce storefront (customcableusa.com) targeting individual boat owners and DIY consumers. Customer engagement is supported by phone (912-574-1769), a Gmail-based support email, Facebook and Instagram presence, and a free voltage drop calculator as a content-marketing tool.

The core product line centers on ABYC and USCG approved UL 1426 marine grade wire with 105C rating (BC5-W2), including marine primary wire, battery cable, flat duplex DC wire, flat triplex AC boat wire, bilge pump cable, marine grade speaker wire, and round multi-conductor boat cable. The catalog is broadened by a comprehensive marine electrical supply range — tinned copper lugs, heavy wall lugs, battery terminals, heat shrink terminals, butt splices, ANL fuses, fuse blocks, inline fuse holders, terminal blocks, switches, circuit breakers, braided sleeving, MIL-SPEC heat shrink, and clamps — sourced in part through a distribution relationship with NSPA. A custom fabrication line offers by-the-foot marine battery cable, trolling motor wiring kits, a Prius cable kit, and custom wire harnesses. A trolling motor repair service was recently added as a service-revenue layer. Target use cases extend beyond boats to golf carts/ATVs, solar power systems, automotive, RVs, trailers, and motorcycles, indicating a deliberate horizontal segmentation strategy.

The business model is unit-pricing direct-to-consumer e-commerce with same-day weekday fulfillment, free domestic shipping over $50, optional 2nd Day and Overnight shipping, and contact-based international shipping. Revenue is generated from one-time product purchases plus the new repair service, with no subscription tier, enterprise contract structure, or wholesale distribution channel apparent. The company holds ABYC, USCG, and UL 1426 certifications as its primary differentiators in a niche marine electrical segment.

Name

Genuine Dealz

Legal name

Custom Cable and Wire

Website

https://genuinedealz.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Genuine Dealz (Custom Cable and Wire / BoatWireLLC) is a bootstrapped DTC e-commerce wholesaler of ABYC/USCG-approved marine grade wire, battery cable, and electrical accessories, serving boat owners and DIY consumers across marine, RV, solar, automotive, and trailer applications from a single warehouse in Brunswick, Georgia.

Ownership category

akta.pro rank

Headquarters

HQ city

Brunswick

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Marine Wire & Cable Product Sales: Direct-to-consumer sales of marine grade primary wire, battery cable, multi-conductor wire, and electrical components through e-commerce storefront. Revenue generated from one-time product purchases with optional custom cable fabrication services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Genuine Dealz (operating as Custom Cable and Wire / BoatWireLLC) is an online e-commerce retailer and custom cable fabricator selling US-made ABYC and USCG approved UL 1426 marine grade wire, battery cable, multi-conductor wire, and a full line of marine electrical accessories (tinned copper lugs, terminals, fuses, heat shrink, switches, circuit breakers). The company also produces made-to-order custom cable assemblies and offers a trolling motor repair service.

Product overview

Genuine Dealz operates Custom Cable and Wire as a marine grade cable and wire products company offering a comprehensive portfolio of US-made ABYC and USCG approved UL 1426 marine wire products. The core product line centers on marine grade cables including Marine Battery Cable, Marine Primary Wire, Flat Duplex DC Marine Wire, Flat Triplex AC Boat Wire, Bilge Pump Cable, Speaker Wire Marine Grade, and Round Boat Cable. The company provides custom cable products including Custom Battery Cable Marine Grade (sold by the foot), Trolling Motor Custom Wiring Kit, Prius Custom Cable Kit, and Custom Wire Harness. Supporting accessories include wire connectors (tinned copper lugs, battery terminals, heat shrink terminals, butt splices), circuit protection (ANL fuses, fuse blocks, circuit breakers), and installation supplies (heat shrink tubing, braided sleeving, clamps, switches, terminal blocks). The company also offers a Trolling Motor Repair Service. Products are designed for marine applications including boats, solar installations, golf carts/ATVs, RVs, trailers, and automobiles.

Differentiator

Problem solved

Functional benefit

Products and services

• Marine Battery Cable Marine grade battery cable with tinned copper construction for corrosion resistance, sold for boat and marine battery applications. Targets individual boat owners and marine DIY installers.
• Marine Primary Wire ABYC and USCG approved UL 1426 marine grade primary wire with 105C rating (BC5-W2) for marine electrical systems.
• Flat Duplex DC Marine Wire Flat duplex DC marine wire for DC power distribution in boat and marine applications.
• Flat Triplex AC Boat Wire Flat triplex AC boat wire for AC power distribution in marine vessels.
• Bilge Pump Cable Tinned copper bilge pump cable sold by the foot for bilge pump installations in boats.
• Speaker Wire Marine Grade Marine grade speaker wire for audio installations in boats and marine vessels.
• Round Boat Cable Round multi-conductor boat cable with 4 conductors for marine electrical installations.
• Custom Battery Cable Marine Grade (By The Foot) Custom marine grade battery cable sold by the foot, made to customer specifications.
• Trolling Motor Custom Wiring Kit Custom wiring kit specifically designed for trolling motor installations.
• Prius Custom Cable Kit Custom cable kit designed for Prius vehicle applications.
• Custom Wire Harness Custom wire harness built to customer specifications, pricing available by phone or email request.
• Trolling Motor Repair Service Newly introduced trolling motor repair service for boat owners; inquiries by phone at 912-574-1769.
• Wire Connectors & Lugs Marine grade wire connector and lug assortment including NSPA tinned copper battery lugs, heavy wall lugs, battery terminals, heat shrink terminals, multi-wire crimps, butt splices, terminal boots, and solder pellets and flux for corrosion-resistant marine electrical connections.
• Circuit Protection (Fuses, Fuse Blocks, Circuit Breakers) Marine circuit protection components including ANL fuses, fuse blocks, inline fuse holders, and circuit breakers for marine electrical system protection.
• Switches, Terminal Blocks, Buss Bars & Power Distribution Marine electrical switching and power distribution components including battery switches, terminal blocks, switches, buss bars, and power distribution studs.
• Heat Shrink Tubing & Installation Supplies Marine installation supplies including dual wall adhesive heat shrink tubing assortment, MIL-SPEC heavy wall adhesive heat shrink tubing, expandable braided sleeving, and wire and hose clamps.
• Quick Connect Plugs Quick connect plugs for easy wire connections in marine applications.

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• West Marine: Largest US marine retailer carrying marine wire, cable, and electrical accessories alongside thousands of other boating SKUs. Comparable as a marine-electrical channel, but operates at much larger scale across retail stores, web, and pro services.
• Blue Sea Systems': Marine and mobile electrical systems manufacturer specializing in circuit protection, distribution, and battery management. Comparable product overlap (fuses, breakers, switches, terminal blocks) and serves the same boat-owner and marine installer customer base.
• Defender Marine: Long-standing marine retailer (catalog and e-commerce) selling marine wire, electrical components, and a wide boating assortment. Comparable overlap on marine electrical SKUs and DIY boat-owner target market.
• Fisheries Supply: Marine and commercial fishing supply distributor in the Pacific Northwest carrying wire, electrical, and a broad boat-owner catalog. Comparable channel model and customer base to Genuine Dealz, but with broader product breadth and regional physical retail.
• Ancor Marine (Dometic): Marine-grade wire and electrical brand owned by Dometic, sold through marine retailers and distributors. Comparable because it supplies the same ABYC/USCG-compliant primary wire, battery cable, and terminals that Genuine Dealz distributes, but at significantly larger scale and broader distribution.

Direct peers

• Wholesale Marine: Online marine retailer offering discounted marine hardware, electrical, and accessories. Closely comparable business model — online-first marine supplies specialist targeting boat owners with similar SKU categories including wire and electrical components.
• Jamestown Distributors: Marine supplies distributor selling wood, hardware, electrical wire, and accessories to boatbuilders and DIY customers. Comparable as a specialty marine e-commerce distributor serving overlapping customer segments and use cases.
• Pacer Group: Specialty manufacturer and distributor of marine electrical wire, cable, and battery components. Highly comparable to Genuine Dealz as a marine-electrical specialist serving boatbuilders, OEMs, and DIY installers with similar ABYC/USCG-compliant SKUs.

Regional players

• Hamilton Marine: Maine-based marine retailer with physical stores and e-commerce selling marine hardware, electrical, and accessories. Comparable marine-electrical assortment and DIY/professional customer overlap, but with a primarily Northeast US footprint.

Emerging players

• BEP Marine (Navico): Manufacturer of marine electrical panels, switches, and battery management systems (now part of Navico/Brunswick). Comparable product overlap on switches, circuit protection, and battery distribution sold into the same boat-builder and DIY segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Genuinedealz
• Instagraminstagram.com/boatwirellc
• Xx.com/Genuinedealz
• LinkedInlinkedin.com/company/genuinedealz-inc.

Compliance3 records

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 Genuine Dealz