FortNine Acquires Defender Industries, Beginning a New Chapter for the Longtime Marine Supplier

Defender Industries, a family-owned marine supply business that has served boaters for more than eight decades, is entering a new phase after being acquired by FortNine in partnership with private equity firm Novacap. The Waterford, Connecticut-based company built a reputation on dependable customer service, broad product selection and competitive pricing, and the acquisition positions Defender to expand its reach while maintaining the values that made it a trusted name in the boating community.

A family business with deep roots in boating

Founded in 1938 by Sheldon Lance, Defender set out with a clear mission: to make boating more accessible by offering quality equipment at fair prices. Over the decades the company grew steadily and remained family-owned and operated. Today, under the leadership of Stephan Lance, Defender has grown into the largest independent marine supply firm in the United States, offering roughly 85,000 products from major marine manufacturers. The company is also recognized as the largest single-location dealer of inflatable boats in North America.

About FortNine and the acquisition

FortNine, a Canadian e-commerce retailer known for selling motorbikes, dirt bikes, ATVs and snowmobiles, announced the acquisition of Defender in partnership with Novacap. FortNine has built its business around a passionate customer base, strong product knowledge and digital commerce expertise. The companies say they share similar values and a commitment to helping enthusiasts find the right gear, which makes the pairing a strategic fit for both customer audiences.

What the acquisition means for customers and the marine market

The combination of Defender’s extensive marine inventory, decades of customer trust, and FortNine’s online retail experience is likely to create opportunities to enhance the customer experience through improved digital offerings, expanded product visibility and operational efficiencies. While Defender’s established reputation rests on knowledgeable staff and in-person service, FortNine’s e-commerce capabilities can help broaden Defender’s reach to boaters who prefer to shop online without sacrificing the brand’s service standards.

Both companies emphasize that they serve passionate sports and outdoor enthusiasts. “We both have a very loyal customer base who trust our knowledge and experience to outfit them with the equipment they need,” said FortNine President Amin Sawaf. “It is truly a privilege to acquire a company with such a stellar reputation and we look forward to bringing our unique go-to-market expertise to the marine industry.”

Defender’s leadership echoed that sentiment about shared values and continuity. “In FortNine, we believe we have found the perfect match in shared values,” said Defender President Stephen Lance. “We are a marine outfitter staffed by passionate boaters, and those people enable us to deliver great customer service. We are proud to unite with FortNine’s team of enthusiasts to drive Defender into its next stage of expansion.”

Preserving legacy while pursuing growth

The transaction appears aimed at preserving Defender’s legacy as a trusted marine outfitter while giving the company resources and capabilities to grow. For longtime Defender customers, the key considerations will be whether the company retains its product breadth, maintains its knowledgeable support staff, and continues to offer competitive pricing. For FortNine, the acquisition offers entry into the boating market and aligns with its broader mission of serving sports enthusiasts through a combination of product expertise and modern retailing techniques.

Looking ahead

As Defender transitions into this new ownership structure, boaters and marine retailers will be watching how the companies integrate operations and maintain Defender’s customer-first approach. With Defender’s deep inventory and FortNine’s e-commerce experience, the partnership has the potential to strengthen Defender’s capabilities while preserving the values that have sustained the company for generations.