Unfortunate, but unsurprising. Surprised it didn't happen sooner.
There's a big clearance sale today for those who are interested.
There's a big clearance sale today for those who are interested.
BRS parting ways with GHL, Hydros, etc
- Thread starter IOnceWasLegend
- Start date
fishy408
Supporting Member
I purchased a wave engine last week and was disappointed by the description on the BRS website as "discontinued". I initially thought it meant that my product was obsolete and a new version would be released soon. I was happy to hear that this wasn't the case but it was BRS no longer carrying the Hydros equipment. Marking it "discontinued" was not cool IMO.
Alexander1312
Supporting Member
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Being a sponsor does not absolve a vendor from poor behavior.
Coral reefer
Past President
Did coralvue “do wrong”?
tribbitt
Supporting Member
If someone is ordering I would like one too, in small. It actually looks pretty nice. Thank you
I can pay you at the swap even if it won’t arrive by then
SupraSaltyReefer
Supporting Member
Not surprised. If I was Home Depot would it be a smart business decision to sell Lowe’s made products?
derek_SR
Supporting Member
It seems BRS is giving up top line revenue to try and increase market share for aperture brands specifically.
It sucks for established reef customers that like having a wide selection, though. But for newbie reefers that don’t know any better, their target market….it makes sense.
Home Depot carries plenty of brands that are competitors with their house brands (Ryobi, etc). If they suddenly stopped selling all of that, they would lose a ton of professional and experienced DIY customers that don’t want to just buy Ryobi.
But all the hapless dads just hanging picture frames for their wives would continue shopping happily. Maybe they think that’s the future of our hobby, and why they think it’s the right business decision.
RandyC
Supporting Member
All about the margins. If you assume and read between the lines, BRS wanted more margin points and GHL didn’t want to (or couldn’t) give up. Margins were prolly razor thin and BRS wanted more from selling their parent owned stuff or manufacturers willing to give up some of their margins.
Announcement from GHL for North American customers: Ending Cooperation with Aperture (BRS)
Dear Customers and Partners, We wish to inform you that GHL and Aperture (BRS) have mutually decided to terminate our partnership effective immediately due to differences in company policies and visions. We understand under a business standpoint that Aperture aims to focus more on brands with...
www.reef2reef.com
SupraSaltyReefer
Supporting Member
Agreed, they just want to kill off the competition. That’s what happened to Marine Depot, from a e-commerce channel strategy is smart.
I read Aperture wanted to acquire Coralvue and Innovative Marine too but was unsuccessful that’s why there’s bad blood. Probably to kill off Hydros and to create their own branded BRS tanks. Which they now have started with the Hello Reef brand starter kits. Smart way of planting the seed for future new reefers.
Fun fact, I found recently out Ryobi is owned by the same parent company as Milwaukee. I’m more of a DeWalt guy tho. Can’t afford the Milwaukee premium lol
I stop buying from them for a year, I don't even watch their videos anymore, too much $$$ involve, i suspect their video is bias as well. any study can be skew to make certain things look good. and their prices are not the best either. Maybe will still buy from them once in a while(reef chili), that's it.
derek_SR
Supporting Member
Makita here….not out of any particular brand loyalty or anything, but because you get locked into the battery ecosystem!
This is how they got me.
That, and a friend going, "I have too many batteries. Want some?" while I was looking into power tools.
