For more than five decades, the name BLA has been synonymous with marine accessories and innovation in Australia. What began as a small family business, Bob Littler Agencies, has evolved into one of the region’s most influential marine distributors, now operating under the global umbrella of Brunswick Corporation. This is the story of how an Australian family business became a key part of the international marine supply chain.
The origins of BLA trace back to the early 1970s, when founder Bob Littler established a company dedicated to importing high-quality marine equipment into the Australian market. Bob and Denise started the business in 1974, with Bob’s son Scott Littler joining in 1980.
In 2009, the Littler’s celebrated Brian Rhodes’ 30 year anniversary with BLA. L to R – Scott and Denise Littler, Brian Rhodes and Bob Littler
At the time, Australian boaters faced limited access to the advanced products and systems available in the US and Europe. Littler recognised a significant gap in the local boating scene and set out to bridge it. Starting with a modest range of hardware and chandlery products, Bob Littler Agencies gradually built strong partnerships with leading international brands, ensuring Australian retailers and boatbuilders could access the latest in marine technology. The vision was clear from the beginning: to make world-class boating products readily available to Australian customers and to back those products with reliable service and technical knowledge.
Through the 1980s and 1990s, Bob Littler Agencies experienced steady and strategic growth, quickly establishing itself as one of the most trusted names in the boating industry. This success was driven by more than just importing products. The company differentiated itself by offering comprehensive technical support, after-sales service, and a commitment to reliability that earned the confidence of retailers and boatbuilders nationwide. By focusing on these core values, Bob Littler Agencies became the go-to distributor for an extensive range of marine products, spanning from anchoring systems and electronics to plumbing, lighting, and electrical components. As the company’s reputation grew, so too did its network of exclusive brand partnerships. Bob Littler Agencies became synonymous with quality and innovation, supplying products from some of the most respected marine manufacturers in the world. This approach allowed the company to set the standard for wholesale marine distribution in Australia.
By the early 2000s, Bob Littler Agencies had reached a position of dominance within the marine industry. It had evolved into a highly efficient logistics and distribution business, with large-scale warehousing operations, advanced inventory systems, and a strong technical team capable of supporting both retail outlets and OEM boatbuilders. The company’s influence extended beyond simply supplying products; it played a pivotal role in professionalising the marine accessories sector and raising the standard of service expected across the industry. These achievements positioned the business as an attractive acquisition target for global marine corporations seeking a foothold in the Australian and New Zealand markets.
The most significant milestone in the company’s history occurred around 2015, when the Brunswick Corporation acquired Bob Littler Agencies. Brunswick, a global leader in marine engines, boats, and parts and accessories, recognised the strength and market position that Bob Littler Agencies held in the region. This acquisition aligned perfectly with Brunswick’s strategic vision to expand its Parts & Accessories division, complementing its world-renowned brands such as Dometic, Humminbird, Minn Kota and others. For Bob Littler Agencies, the acquisition marked the beginning of a new era, opening the door to unprecedented resources, technology, and innovation while retaining its deep-rooted connections with the Australian marine community.
Following the acquisition, the company was rebranded as BLA, Boating Lifestyle Adventure. The new name reflected an evolution from a traditional wholesale distributor into a lifestyle-driven organisation, committed to enhancing the entire boating experience.
This rebranding was more than cosmetic; it signalled the company’s integration into a global network, while maintaining its local expertise and service ethos. Under Brunswick’s ownership, BLA gained access to advanced supply chain infrastructure, new product categories, and increased investment in technology. The company’s expanded portfolio included cutting-edge marine electronics, electrical systems, plumbing solutions, anchoring equipment, and a growing range of adventure and lifestyle accessories designed to enrich life on the water. BLA’s reach extended beyond Australia to include New Zealand and the APAC REGION, reinforcing its position as a regional leader in marine distribution.
Today, BLA stands as a powerhouse within the marine industry, serving thousands of retailers, boatbuilders, and service operators across the region. Its product offering encompasses everything from high-tech navigation systems and lighting solutions to essential plumbing components and lifestyle gear for boating enthusiasts. As part of the Brunswick Group, BLA is well positioned to lead the industry into the future, embracing trends such as smart boat technology, integrated power systems, and environmentally responsible solutions. Despite its growth and global integration, BLA has retained the customer-first philosophy that defined Bob Littler Agencies. The company continues to focus on delivering exceptional value through quality products, strong technical support, and efficient distribution, ensuring that retailers and OEMs can rely on timely supply and expert advice.
The impact of BLA on the Australian marine industry cannot be overstated. From its humble beginnings in1974, the company has helped shape the modern boating experience by making advanced products accessible to local consumers and by supporting the businesses that serve them. Its evolution from a family-owned agency to a global distribution leader exemplifies how vision, innovation, and strategic partnerships can transform a niche operation into an industry cornerstone. This journey also reflects the broader changes within the marine sector, where technology, lifestyle trends, and globalisation have redefined the way companies operate and compete.
Brunswick’s acquisition of Bob Littler Agencies was not merely a business transaction; it was a recognition of the strength and potential that the Australian market holds for marine innovation. For Brunswick, BLA provided an established distribution network and deep customer relationships.
For BLA, Brunswick offered global resources, world-leading brands, and a platform for future growth. Together, they have created a synergy that benefits retailers, boatbuilders, and consumers alike.
Brunswick’s acquisition of Bob Littler Agencies was not merely a business transaction; it was a recognition of the strength and potential that the Australian market holds for marine innovation. For Brunswick, BLA provided an established distribution network and deep customer relationships. For BLA, Brunswick offered global resources, world-leading brands, and a platform for future growth. Together, they have created a synergy that benefits retailers, boatbuilders, and consumers alike.
Looking back, it is remarkable to see how one man’s vision to improve the boating experience in Australia laid the foundation for a company that now operates at the forefront of a global industry. Bob Littler’s commitment to quality and service remains evident in BLA’s operations today. While the scale and sophistication of the business have grown exponentially, the underlying mission, to make boating safer, easier, and more enjoyable, remains unchanged. This continuity of purpose, combined with the backing of a global powerhouse, ensures that BLA will continue to play a leading role in shaping the future of boating in Australia, New Zealand, and beyond.
The BLA Warehouse and head office in the Brisbane suburb of Murarrie.
From a family-owned importer to a global marine distribution leader, BLA’s story is one of resilience, adaptability, and ambition. It is a story that speaks to the enduring passion Australians have for boating and the businesses that make that passion possible. As BLA looks ahead, it does so from a position of strength, with the resources to embrace new technologies, the vision to anticipate changing consumer needs, and the heritage to maintain the trust it has built over nearly half a century. The future promises to be as dynamic and exciting as the journey that brought the company to where it is today.
To see their extensive range of products, or to find out more about BLA visit their website HERE
