White River Marine Group to buy Legend Boats

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Seigo Saito
The 2017 GEICO Bassmaster Classic champion, Jordan Lee, with his Legend boat.

This week White River Marine Group, the Bass Pro Shops organization that owns Ranger, Triton, Nitro, Stratos and Tracker boats, announced it is adding Legend Marine to its stable of brands. In a letter to dealers dated Aug. 9, Legend founder and president Randy Qualls said the 15-year-old, Arkansas-based manufacturer is excited to make the move.

White River Marine Group is the world’s largest builder of fishing and recreation boats by volume. Bassmaster Elite Series pros who run Legend boats include Jordan and Matt Lee, Chris Lane, Jacob Wheeler, Fred Roumbanis, Fletcher Shryock and Stetson Blaylock.

Here is text from Qualls’ letter to Legend dealers:

From humble beginnings in a small Texas facility back in 2002, Legend has matured into one of the world's premium fiberglass bass boat brands. As we look to the future, our focus has always been considering how to best serve our customer base and maintain our high standard of quality. This led us to consider an exciting opportunity to establish the next chapter for Legend Marine.

I'm thrilled to share Legend is joining the White River Marine Group family, one of the premier manufacturers and marketers of boats in the world. Under the leadership of founder Johnny Morris, the company emphasizes performance, innovation, and world-class service with an unparalleled range of industry-leading brands. White River has a strong history in the boating business with a deep understanding of how to help develop and support independent retailers in growing strong profitable brands within our highly competitive industry.

Johnny and his team are committed to maintaining the values and standards that define our brand and products. I'm confident that joining White River will greatly benefit Legend thanks to well-established industry expertise and highly sophisticated marketing strategy and support.

Attached is a letter from Johnny and Les Crawford, President of White River Marine Group, outlining what this exciting new chapter looks like and how it will impact you. I am excited and proud to watch this future unfold - thank you for helping us accomplish this milestone.

Sincerely,
Randy Qualls
Founder and President, Legend Marine

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