Boatsystem Group rebrands as BSG

Boatsystem Group announces the launch of its new visual identity, brand name, and website. As of today, the company presents itself as BSG, a name that reflects both simplicity and a broader strategic direction. The new website brings together all product brands and the company’s vision on one streamlined platform.

Why rebrand?

The rebrand is rooted in two key ambitions:

• Expanding our reach. BSG remains firmly rooted in our core business within the marine market, while recognizing that similar needs and passionate customers exist across various leisure segments, all of whom value high quality, excellent functionality, and good design.
• Clearer communication. The name BSG is shorter, more distinctive, and helps reduce confusion with our product brand Båtsystem.

“BSG is more than a name change – it signals our continued growth and evolving role in the leisure market,” says Mattias Svensson, CEO of BSG. “With a clearer identity, we’re better equipped to serve a wider audience with products that enable a easier, more enjoyable leisure life – whether at sea or on land”.

The life we love, made easier

The mission remains the same: to offer products that make leisure life more accessible, enjoyable, and effortless, under the guiding principle: “The life we love, made easier”.

Learn more about BSG at: www.boatsystemgroup.com