Key Takeaways
The collaboration of ShoreMaster, HydroHoist, and Neptune under Waterfront Brands brings together decades of specialized expertise in docks, boat lifts, and marine solutions, offering broader, more versatile product options.
This brand unity expands access to industry-leading designs, from patented hydro‑pneumatic lifts to modular docks and saltwater‑ready solutions that meet diverse waterfront needs.
Combining strengths from each legacy brand enhances dealer support, product innovation, and comprehensive solutions tailored to individual boat owners and waterfront professionals alike.
Vertically Integrated Company will be the Largest Portfolio of Waterfront Equipment in the Industry; Group Uniquely Positioned to Redefine the Future of the Waterfront Industry
Fergus Falls, Minn. – ShoreMaster, LLC, which merged with HydroHoist, LLC in 2019 and acquired Neptune Boat Lifts in 2020, announced today that the portfolio has rebranded under the umbrella title Waterfront Brands. Collectively, Waterfront Brands offers the most comprehensive suite of waterfront products, for both fresh- and salt-water, in North America. Invision Capital remains an equity partner as the portfolio looks to continue expansion into North American marine markets.
As part of the unification, Don Hurley, current President/CEO of ShoreMaster, will be named Chief Executive Officer of Waterfront Brands. Hurley will oversee the portfolio’s executive team as well as the infrastructure for all of the portfolio’s brands.
Robert Castillo, Managing Director of Invision Capital, states, “Don is an incredibly passionate champion of the waterfront equipment industry and these brands. His work in leading change and assembling an experienced and knowledgeable team has resulted in tremendous growth and continued opportunity for the portfolio as a whole.”
“Together, under the Waterfront Brands umbrella, we will draw on decades of experience from our teams to continue to provide the industry’s highest quality products matched with unparalleled service and support,” said Don Hurley, CEO of Waterfront Brands. “In addition to assembling the most influential portfolio of waterfront products in the world, Waterfront Brands’ vertical operational platform has been designed for growth. This will enable expansion into new markets as well as provide further support and opportunities for our existing dealers, marine contractors, and marinas.”
The Waterfront Brands leadership team will be rounded out with an experienced team from within the existing brands. With strong representation and reputations in the market, most product lines, including ShoreMaster, HydroHoist, and Neptune Boat Lifts, will retain their brand names as part of the portfolio.
Learn more about the HydroHoist boat lift systems and who they are as a boat lift manufacturer.
FAQs
Why did HydroHoist, ShoreMaster, and Neptune team up under Waterfront Brands?
The brands joined under Waterfront Brands to offer more complete waterfront solutions—pairing HydroHoist lift expertise with ShoreMaster docking and Neptune’s saltwater focus.
How does this brand integration benefit boat owners?
Customers benefit from broader product options and coordinated dealer support—making it easier to choose lifts, docks, and accessories that fit their waterfront conditions.
Will products from these brands still be specialized?
Yes. Each brand maintains its specialty while being supported within the larger portfolio.
