Australian underwater lighting manufacturer Aqualuma has announced it is to begin marketing its products in the US rather than relying on mass retailers. The company says it is strengthening relationships with distributors, beginning with the appointment of new master US distributor CWR Wholesale Distribution and, in California, Western Marine Marketing (WMM).

“Mass retailers, like West Marine, certainly play an important role in our industry for a wide range of boating products,” Alexandra Bader, Aqualuma head of sales for North and South America, explains. “However, Aqualuma customers deserve the level of technical expertise and support from CWR, WMM and other qualified distributors that mass retailers simply cannot provide.”

CWR Wholesale Distribution is a full-service wholesale-only distributor of over 250 brands in the recreational and commercial marine, outdoor, and consumer products markets. Scott Jacobus, director of purchasing and sales, says the new relationship with Aqualuma means CWR will now stock the entire Aqualuma lighting range, making available to thousands of dealers in the US.

Aqualuma has also expanded the distribution of its products in southern California with the appointment of WMM as a stocking distributor. WMM has been representing Aqualuma since 2005 and other leading marine equipment and accessories manufacturers on the west coast since 1982.

Aqualuma makes LED marine lighting from its base on Australia's Gold Coast. The company has offices in Australia, Europe and the US.