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

DMA 2014 Kicks Off Under New Management

DMA 2014 Kicks Off Under New Management

Thomas Benton and Jane Berzan will preside over an event indicative of an association serving a wider array of industry segments.

De Quinto Tapped as Coke's Next CMO

De Quinto Tapped as Coke's Next CMO

The president of the company's Iberia Business Unit will take over from Joe Tripodi upon his retirement in February.

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.