Hoffmann acquires Naples-based Pure Florida maritime tourism business

Pure Florida, a longtime maritime tourism business in Naples, has been acquired by the Hoffmann Family of Companies. 

Focused on hospitality, adventure and relaxation, Pure Florida provides water-based attractions for both residents and seasonal visitors in Naples. Founded in 2009 by father-and-son captains Lance and Harry Julian, Pure Florida comprises five generations of maritime expertise and more than 25 years of industry experience.  

“The Julians have built an exceptional business in Southwest Florida, and we’re excited to carry their legacy forward. We look forward to working alongside their incredible team and welcoming Pure Florida into the Hoffmann family,” said Jenny Gezella, president of Hoffmann Marine, in a news release. 

Operating out of historic Tin City in Old Naples, Pure Florida’s fleet includes M/V Double Sunshine and M/V Naples Explorer, which offer sightseeing, dolphin-watching and sunset cruises. The company also operates M/V Sea Flight, M/V Sea Flight II and M/V Sea Flight III for deep-sea, backwater and calm bay fishing trips, along with deck boat and Jet Ski rentals. 

“After 16 rewarding years of building the Pure Florida family, with the support of an incredible crew and vibrant Tin City community, the time has come to hand over the helm,” said Capt. Harry Julian. “I am proud of what the team has accomplished together and am grateful for the relationships we've built along the way. With strong leadership in place and new ownership stepping in, I’m confident Pure Florida will continue to grow, offering fresh experiences while delivering the high level of service our valuable customers expect and enjoy.” 

This acquisition strengthens Hoffmann’s growing presence in the region’s tourism and hospitality sector. Pure Florida joins a portfolio of Naples-based marine, hospitality and entertainment businesses that includes Everglades Excursions, Marco Island Water Sports, Miss Naples, Naples Beach Water Sports, Naples eBike Tours, Naples Princess, Naples Transportation & Tours, Naples Trolley Tours, Port O Call Marina, Port O Call Rentals, Regency Watersports and Segway of Naples Tours. 

The latest acquisition follows the Hoffmanns’ recent reentry into the Fifth Avenue South real estate market through the expansion of Augusta Clothing Co., a fashion boutique originally founded by family matriarch Jerri Hoffmann. Other notable Hoffmann acquisitions include Hertz Arena, the Florida Everblades, Old Collier Golf Club and Old Corkscrew Golf Course. 

The Hoffmann Family of Companies’ multivertical, family-owned private equity firm includes more than 120 global brands and employs 17,000 employees with businesses located in 30 countries and 400 locations around the world, Hoffmann reports.