Reeds Marine

What Reeds Marine does

Reed's Marine is a third-generation, family-owned marine dealership headquartered in Delavan, Wisconsin, operating two physical locations: a sales showroom at 174 WI-50 and a full-service repair facility at 6140 Mound Rd. Founded in the 1950s by Harold and Betty Reed and now led by brothers Jason and Marc Shallcross, the business sells new boats and pontoons from authorized OEM brands including Chaparral, Viaggio, Manitou, Harris, Monterey, Alera Marine Group, Tracker Boats, and Yamaha, alongside certified pre-owned inventory priced between roughly $4,000 and $83,000. New units range from approximately $43,699 to $154,527. The dealership holds Mercury Platinum Dealer status and CSI Service Award certification, and has been recognized 14 times as a Boating Industry Top 100 Dealer.

The business operates as a full-service marine center rather than a pure retailer. Revenue is generated across multiple streams: new and pre-owned boat sales (transactional), service and repair performed by certified technicians with named specializations including fiberglass repair (professional services), parts and accessories with over $200,000 in inventory (hardware), summer and winter storage with shrink-wrap (managed services), trade-in appraisals and consignment (transaction fee), and financing referrals and insurance through partner P1 Financial Resources (affiliate). A four-person haul-and-launch crew provides valet delivery and pickup across Walworth County lakes, including Delavan Lake, Geneva Lake, Lake Como, Whitewater Lake, Lauderdale Lakes, and Lake Beulah, with mobile on-water service available.

Customer segments are predominantly recreational consumers and SMB buyers in Southern Wisconsin and Northern Illinois, with occasional government and commercial accounts (e.g., a police department). GTM is sales-led and consultative, anchored by owner-led selling, third-party marketplace presence on Boat Trader, organic Google My Business discovery, and word-of-mouth referrals supported by documented testimonials. Pricing is unit-level and disclosed on individual inventory listings with MSRP reductions of $10,000-$41,000 on featured new units. Reed's Marine is a private corporation with no external investors, no subsidiaries, no funding history, and no disclosed M&A activity.

Name

Reeds Marine

Legal name

Reed's Marine, Inc.

Website

https://boatreeds.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

11–50 employees

Short description

Reed's Marine is a third-generation, family-owned marine dealership in Delavan, Wisconsin, selling new and pre-owned boats and pontoons while providing service, parts, storage, and financing for recreational boaters across Southern Wisconsin and Northern Illinois.

Ownership category

akta.pro rank

Product category

Marine Dealership

NAICS

Boat Dealers (441222), Ship Building and Repairing (336611), Marinas (713930)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)

akta.pro secondary industry

Marine & Boat Finance (FSAKADAH)

Keywords

• Boat dealership
• Marine service
• Pontoon sales
• Boat financing
• Marine repair

Headquarters

HQ city

Delavan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Boat Sales: Sale of new boats and pontoons from brands including Chaparral, Viaggio, Manitou, Alera Marine Group, and Harris. Prices range from approximately $43,699 to $154,527 for new inventory.
2. Pre-Owned Boat Sales: Certified pre-loved boats with Pre-Loved Boat Certified Inspection and 50/50 Warranty. Pre-owned inventory ranges from $4,225 to $82,999.
3. Service & Repairs: Full-service marine repair facility with certified technicians. Services include engine repair, boat lift repair, fiberglass repair, trailer maintenance, towing, and mobile service. Over $200,000 in parts inventory in stock.
4. Parts & Accessories: Parts sales for Chaparral, Manitou, Viaggio, Mercruiser/Mercury, Evinrude and Suzuki watercraft. Also offers boat lifts and trailers.
5. Storage Services: Summer storage and winter storage with shrink-wrapping services.
6. Trade-In & Consignment: Boat trade-in appraisals and hassle-free consignment services where boats are sold on behalf of owners.
7. Financing Services: Boat financing facilitation through P1 Financial Resources partner. Extended service contracts and boat insurance also offered.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Reeds Marine is a marine dealership that sells new boats and pontoons from multiple manufacturers (Chaparral, Viaggio, Manitou, Harris, Monterey, Alera Marine Group) alongside certified pre-owned boats. The business also operates a full-service marine repair facility, sells parts and accessories, offers summer and winter storage, and facilitates boat financing, trade-in, and consignment services for customers in Southern Wisconsin and Northern Illinois.

Product overview

Reeds Marine is a 3rd-generation family-owned marine dealership offering a comprehensive portfolio of boating products and services. Their core offerings include new boats and pontoons from brands like Chaparral, Viaggio, Harris, Manitou, Alera Marine Group, and Monterey, alongside certified pre-owned vessels. The business operates as a full-service marine center providing professional repair, parts, financing, trade-in, and consignment services. They also sell boat lifts and trailers, serving the Southern Wisconsin and Northern Illinois boating community for over 73 years.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Customer satisfaction reflected in testimonials praising buying experience, service quality, and staff professionalism
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• OneWater Marine: A large publicly traded boat dealer (NASDAQ: ONEW) operating over 90 locations across the eastern and southern US. Comparable business model (multi-OEM new/used sales, service, parts, F&I) at materially larger scale; less direct overlap in the upper Midwest but sets competitive context.
• MarineMax: The largest publicly traded recreational boat retailer in the US (NYSE: HZO), operating ~130 locations nationwide. Sells many of the same OEM brands as Reed's and represents the scaled-incumbent counterpart against which regional dealers benchmark; their footprint and capital access dwarf an independent dealer.
• HMY Yacht Sales: An established independent boat dealer with locations across the US Southeast and Gulf Coast. Sells new and brokerage boats, service, and F&I — directly comparable dealership economics and OEM brand relationships, though focused on coastal markets.
• Galati Yacht Sales: Large family-owned yacht and boat dealer with multiple locations along the US Gulf Coast and East Coast. Comparable independent family-led model, broader portfolio, and Top-100 caliber reputation; offers insight into scaling an independent boat retail brand.

Direct peers

• SkipperBud's: A family-owned multi-location boat dealership concentrated in the upper Midwest (Wisconsin, Michigan, Illinois, Ohio). Operates the same full-service dealership model — new/used sales, service, storage, and parts — and competes with Reed's on Chaparral and Mercury brand lines in overlapping lake geographies.
• Bosun's Marine: Independent full-service boat dealer group with locations in the Midwest and Southeast offering new/used sales, service, storage, and parts. Comparable independent, multi-store operation with overlapping OEM partnerships and a similar dealership flywheel.

Others

• Boat Trader: The largest US online boat marketplace, explicitly referenced in Reed's testimonials as a top-of-funnel discovery channel for pre-owned inventory. Functions as both a customer-acquisition channel and a competitive threat — competing dealers and private sellers reach the same buyer pool here.
• Spader Business Management / NCM 20 Group: Marine dealership 20-group benchmarking consortium of which Reed's has been a 25+ year member. Peer set here are the other 100-200 Top-100 caliber independent dealers that share operating benchmarks, OEM best practices, and group-purchasing economics.
• P1 Financial Resources: Reed's exclusive marine financing partner — a specialized marine-finance originator. Comparable lending/financing entities in the marine space (e.g., TruStage Marine, LightStream) compete for the F&I wallet share attached to every boat sale.

Regional players

• Lakeside Marina & Yacht Club competitors (regional independent dealers): Several similarly sized independent boat dealers operate around the major Midwest lakes (Geneva, Delavan, Chain O' Lakes, Lake of the Ozarks); they share customer demographics, OEM brands, and seasonal demand patterns with Reed's, but typically do not overlap Reed's immediate Walworth County footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/reeds-marine

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Reeds Marine