General Atlantic to Acquire Permira’s Boats Group in $2.8B Deal

General Atlantic has agreed to purchase Permira’s Boats Group in a $2.8 billion all-cash transaction, according to market sources. The acquisition includes a portfolio of premium boat brands, including well-known names such as Sea Ray, Boston Whaler, and Regal, which collectively generate over $1.2 billion in annual revenue. The transaction is expected to close in the first quarter of 2026, pending regulatory approvals. The deal reflects a strategic shift in private equity toward durable consumer franchises with strong brand equity and recurring customer engagement. Boats Group’s brands are distributed across North America, Europe, and Asia-Pacific, with a retail footprint exceeding 650 dealerships. The company’s annual production capacity stands at approximately 35,000 units, with a significant portion focused on luxury and performance boats catering to high-net-worth individuals. The move follows a broader trend of PE firms targeting lifestyle and discretionary spending sectors with resilient demand. General Atlantic’s investment will support expansion in electric boat development, digital customer platforms, and sustainability initiatives, with plans to allocate $300 million over three years toward innovation and dealer network modernization. Market participants expect the acquisition to strengthen General Atlantic’s presence in the marine and outdoor recreation segment, while potentially reshaping competition among boat manufacturers. Dealers and suppliers are monitoring the transition closely, as integration could influence pricing, product availability, and service standards across key markets.