Brunswick Corporation, which owns Mercury and numerous other marine brands, has added even more name

Brunswick Acquires BLA

BLA to continue operating under current name


BLA headquarters remain in Brisbane


Brunswick Corporation CEO Dustan E. McCoy positive about acquisition


US publically-listed Brunswick Corporation has acquired BLA, Australia’s largest wholesaler of “boating, lifestyle and adventure” product, to strengthen its marine parts and accessories presence in the Asia Pacific region.

Founded in 1974 by Bob and Denise Littler, BLA has an extensive dealer network throughout Australia and New Zealand representing original equipment manufacturers. Its brands include Attwood, BEP, Cannon, Humminbird, Lewmar, Mastervolt, Minnkota, SeaStar Solutions, Sierra and Whale.

BLA will continue to conduct business under its current name and will remain based in Brisbane. It also has operations in Melbourne, Perth and Auckland.

Illinois-based Brunswick, of course, lists Mercury Marine among its extensive marine assets, which include nearly 20 boat brands, including Rayglass, Sea Ray and Quicksilver. The BLA deal expands Brunswick’s presence in Australia.

“BLA bolsters the distribution arm of our marine P&A business by expanding our reach and customer responsiveness in the important Australian marine marketplace and this region of the world,” Brunswick Chairman and CEO Dustan E. McCoy said, announcing the acquisition.