A familiar name in the New Zealand marine industry is stepping into a new chapter. The company formerly known as Tenob has rebranded as Boatgear, a shift that reflects how significantly the business has grown and changed since its early days. Its product range and international brand partnerships have expanded well beyond the original offering, and the old name no longer captured the full picture.
"This is a strategic reimagining of our company to mark a new chapter in our continued growth amongst the evolving landscape of the marine industry," says Danny Bassi.
The thinking behind the new name is straightforward. Boatgear is direct, easy to remember, and communicates the business's purpose clearly to customers across international markets. The company specialises in quality marine equipment for professionals and boating enthusiasts alike, and the rebrand is designed to signal that focus wherever it is encountered.
"The name is simple, memorable, and clearly communicates what the business is all about across international markets. It is a fresh identity that aligns with the company's vision and positions it strongly for the future," Bassi adds.
What has changed is the name and identity, not the values underpinning them. The dedication to service, product quality, and customer support remains constant, and the marine industry relationships built over many years carry straight through into the Boatgear era.
"We remain wholesalers, and our relationship and loyalty to our customers will always be the core of our business. This rebrand is simply the next step in a long-standing commitment to delivering excellence across all areas of marine supply."
