FortNine Acquires Defender Industries, Bringing Modern E-Commerce to a Marine Mail-Order Icon

In February, Canadian online retailer FortNine announced the acquisition of Connecticut-based Defender Industries, a long-running supplier of boat gear, inflatables and outboard motors that has served boaters since 1938. At first glance the match may seem unusual—FortNine is best known as a top online source for motorcycle, dirt bike and ATV equipment—but the deal is built on a clear strategic fit: FortNine’s digital retail expertise and Defender’s position as a leading independent marine-supply firm in the U.S.

FortNine, founded in 2009 by an entrepreneur who set out to find affordable motorcycle helmets when local options were scarce, has grown into a sophisticated e-commerce operation with an emphasis on smart shopping tools, inventory management and customer experience. Those capabilities are expected to accelerate Defender’s move from a catalog-based business toward a modern omnichannel presence that improves product availability, shipping and delivery for boaters across the country.

For decades Defender relied primarily on its printed catalog, the marketing cornerstone devised by founder Sheldon Lance in 1960. The first catalog ran roughly 35 pages; the last printed annual edition, issued in 2019, listed tens of thousands of items. “Up until two years ago, other than that catalog mailing, we really didn’t do any marketing,” says Stephan Lance, son of the company’s founder and president of Defender. Today the company lists roughly 85,000 active SKUs and over a million special-order SKUs, and Lance says they will order virtually anything vendors can supply.

FortNine plans to combine Defender’s broad catalog of marine products with its own strengths in online merchandising, search, and fulfillment. According to Eric Cadorette, FortNine’s chief operating officer, the company intends to expand product selection available online, lower shipping charges and shorten delivery times for U.S. customers through targeted logistics investments. The goal is to give boaters easier access to affordable parts and equipment while retaining the value-oriented approach that has long defined Defender.

The company’s origin story reflects a resourceful, mail-order spirit. Sheldon Lance, a Brooklyn native, built Defender by repurposing surplus materials for recreational boat use—turning parachute fabric into covers and other items, contracting seamstresses to produce custom goods, and eventually adding vinyl, canvas and surplus inflatable boats to the product mix. That inventive approach helped the business grow into a well-known source for practical, budget-conscious boating solutions.

After Sheldon Lance’s death in 2011, Defender continued to operate under family leadership and expanded its product assortment across power and sail categories. The company’s offerings have long leaned toward economical solutions, helping boat owners find affordable options for everyday needs and repairs. “We’ve always had a bit of a bend toward sail because my family is all sailors,” Stephan Lance says. He adds that while he still loves sailing, his own boating time shifted toward power when he bought a Leopard 43 Powercat, reflecting how customer needs evolve.

Defender will continue to operate under its current management, with Stephan Lance remaining as president. The company employs about 120 full-time staff and operates from a 150,000-square-foot headquarters. For the first time in nearly a century, ownership will pass outside of the Lance family—a change Lance describes as both exciting and a little nerve-racking. He says he is eager to see how FortNine’s technology, marketing and fulfillment expertise can expand Defender’s reach while preserving the practical, value-focused product lineup that loyal customers expect.

The transaction illustrates a broader trend in marine retail: traditional catalog and specialty retailers are partnering with or being acquired by digitally native companies that bring inventory systems, data-driven merchandising and logistics improvements. When a deep inventory of marine parts and accessories meets modern e-commerce capabilities, boaters stand to gain faster access to tools, replacement parts, safety equipment and performance gear—often at lower cost and with improved delivery reliability.

As Defender and FortNine begin integrating their capabilities, boaters should expect a wider selection available online, clearer product information and a more streamlined ordering experience. The combination aims to preserve Defender’s historic strengths—affordability, breadth of inventory and customer-focused service—while adding the benefits of modern digital retail: smarter search, better product recommendations and more efficient fulfillment.

This article was originally published in the May 2022 issue.