Direct Focus to Become The Nautilus Group

Share this article:
Direct Focus Inc., a major direct response marketer of fitness equipment, on Friday made public plans to change its name to The Nautilus Group Inc. as part of an effort to reflect its multichannel nature.


The Vancouver, WA, company also struck a blow to the Nasdaq National Market, saying that it would switch to trading its shares on the New York Stock Exchange under the NLS symbol.


Both changes take effect May 21. The corporate Web site is at dfxi.com.


The changes come three years after Direct Focus acquired Nautilus, known for its Nautilus Sleep Systems. In September, it entered the consumer cardiovascular products segment with the assets purchase of Schwinn Fitness. StairMaster was added to the portfolio a few months ago.


With these brands, and its own Bowflex line of home-training equipment, Direct Focus aims to expand its share of the fitness market. The company offers products through direct response television commercials and infomercials, e-commerce and retail stores.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in News

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.