Sierra Brand, a new pivotal brand for the Dometic Group
The Swedish group Dometic has unveiled its intention to develop the Sierra brand as the umbrella identity for its aftermarket equipment business, both in boating and land-based leisure vehicles. Founded in 1966, the Sierra brand is well known in the boating industry. It is known for its extensive offering of marine engine parts, filtration and boat steering systems. It will now be joined by, among others, Shiels brand hoses or Moeller brand tanks, as well as various items from the Dometic Marine catalog for outdoor energy.
A new visual identity was presented at the Miami International Boat Show 2022.
Strengthen Dometic's position in aftermarket and services
The reorganization is part of the strategy announced several months ago by the Dometic Group, and visible in its recent acquisitions, to diversify its activity in the field of aftermarket products to be less dependent on new constructions. "Our goal is to create a global brand that brings together diverse marine product lines under a new Euro identity while simultaneously promoting its growth beyond the marine market." explains Eric Fetchko, president of Dometic Marine.
In its communication, the group implies in particular its will to go beyond the supply of spare parts by Sierra to offer services to its customers. We can therefore expect other announcements from the group.
