History

1954 The birth of a dream

Aluminum emerged as a preferred material for boat manufacturing, and Princecraft^® was founded in Princeville, Quebec, by Lionel Baril and his two brothers, Roger and Sarto. At the time, the company operated under the name Aluminum Boats & Canoes and produced aluminum boats under the Princecraft^® brand.

In the years that followed, Aluminum Boats & Canoes expanded its product offering to include fiberglass and wooden boats, notably through the acquisition of Ontario-based Peterborough Boats in 1965. Innovative for its time, the product line stood out and was distributed across Canada.

1968 A new chapter in leadership

Following its growth in the 1960s, Aluminum Boats & Canoes came under the ownership of the Brillant family, from the Bas-Saint-Laurent region of eastern Quebec. This transition marked a significant milestone in the company’s evolution, with a clear focus on consolidating operations, strengthening the Princecraft^® brand presence across Canada, and continuing to develop products tailored to the needs of local boating enthusiasts.

1970 A new chapter in the company’s evolution

In the late 1960s, Aluminum Boats & Canoes continued to grow and attracted the interest of international investors. The company was acquired by Giffen Enterprise, a Los Angeles-based firm, marking a significant turning point in Princecraft^®’s history. This acquisition aimed to streamline operations and strengthen the brand’s presence in the North American market.

Under new ownership, the company was renamed Canadian Boat Manufacturing, reflecting a renewed industrial focus and broader ambitions. While the corporate name changed, the Princecraft^® brand remained central to the company’s offering, continuing its commitment to designing quality boats tailored to the needs of Canadian boaters.

1973 A new industrial chapter

In 1973, anticipating steady growth in the boating market, the Aluminum Company of Canada (ALCAN) acquired Canadian Boat Manufacturing. The company was then merged with Springbok^®, another aluminum boat manufacturer under ALCAN’s ownership, resulting in the creation of Alcan Marine Products.

At the time, this newly formed entity became the largest boat manufacturer in Canada, bringing together well-established brands and expanded production capabilities. This strategic consolidation marked a pivotal moment in Canadian boat manufacturing history, with a focus on innovation, performance, and streamlined production processes.

1982 A strategic realignment

In an effort to streamline its operations and refocus its business activities, Alcan Marine Products undertakes an internal restructuring. As part of this process, the company closes its fiberglass products division in Peterborough, Ontario — previously acquired through Aluminum Boats & Canoes. From that point forward, the company commits to focusing exclusively on aluminum boat manufacturing, reinforcing its expertise in this material.

This decision represents a pivotal moment in the Princecraft^® story, strengthening its position as a dedicated aluminum boat specialist and laying the foundation for sustainable growth driven by innovation, performance, and manufacturing excellence.

1985 A pivotal year in the Princecraft^® journey

In 1985, Alcan Marine Products fully exited the marine sector to focus on its core business in primary aluminum production. This strategic shift led to the acquisition of the company by two key employees: General Manager Marcel J. Dubois and Production Manager Jacques Daneault. Together, they established Altra Marine Products, ensuring operational continuity in Princeville while introducing a renewed entrepreneurial vision.

That same year also marked a significant evolution in the Princecraft^® product offering. Building on its strong reputation in aluminum fishing boats, the company identified a growing interest among consumers for boats designed with comfort and leisure in mind. Following a rigorous development process to ensure that its high standards of quality and craftsmanship were upheld, Princecraft^® launched its first line of pontoons. This strategic expansion allowed the brand to meet emerging market needs while remaining true to its commitment to performance, durability, and comfort.

1989 A strategic consolidation

By the late 1980s, Princecraft^® had earned growing recognition for its commitment to craftsmanship and meticulous attention to detail. This reputation reflected the company’s dedication to excellence and customer satisfaction.

In 1989, a significant milestone was reached with the merger of the Princecraft^® and Springbok^® divisions — two well-established names in the marine industry. The result was the creation of Princecraft^®/Springbok^®, a unified brand that brought together the strengths of both entities. This strategic move aimed to streamline the product offering, enhance brand visibility, and optimize operations, all while maintaining the high standards of quality that define Princecraft^® boats.

1990 A new chapter in growth

Although Altra Marine Products was in a strong financial position, its leadership chose to accept an acquisition offer from Outboard Marine Corporation (OMC), a well-established player in the outboard motor industry. This strategic decision opened the door to new growth opportunities for Princecraft^®, particularly through the ability to offer complete boating packages.

Following the acquisition, Princecraft^® began offering bundled solutions that included boat, motor, and trailer — a streamlined approach that aligned with consumer expectations for convenience, consistency, and added value. This shift allowed the company to strengthen its position in the recreational boating market while continuing to uphold its commitment to quality and innovation.

1992 Innovation and market-driven adaptation

As part of its growth strategy, Princecraft^® introduced a new product line in 1992 designed to align with emerging trends in the North American fiberglass boat market. To compete in this segment while leveraging its expertise in aluminum construction, the company launched the deck boat — a hybrid craft that blends the features of a traditional boat with the comfort of a pontoon.

Built entirely from aluminum, this new model features a V-shaped hull for enhanced performance, combined with the spaciousness and amenities typically associated with pontoons. This innovation allowed Princecraft^® to diversify its product offering while continuing to uphold its high standards of quality, performance, and comfort.

1994 A unified brand identity

In 1994, the company took a significant step in consolidating its brand image. The name Princecraft^®/Springbok^®, used since the merger of the two divisions in 1989, was officially replaced by Princecraft^®. This decision reflected a strategic move to simplify the brand identity and strengthen recognition among consumers and industry partners.

This repositioning allowed Princecraft^® to more clearly define its corporate personality while continuing its commitment to quality, innovation, and customer satisfaction.

2001 Strategic integration into Brunswick Corporation

In 2001, Brunswick Corporation, a global leader in recreational products, acquired the Princecraft^® brand along with its manufacturing facilities in Princeville, Quebec. This acquisition marked a significant milestone in the company’s evolution, which officially became Princecraft^® Boats.

Joining Brunswick provided Princecraft^® with access to a global network, expanded resources, and complementary expertise in the marine industry. While maintaining its Quebec-based identity and recognized craftsmanship, Princecraft^® strengthened its ability to innovate, grow, and meet the evolving needs of the market.

2004 50 years of expertise and passion

In 2004, Princecraft^® Boats celebrated its 50th anniversary — a milestone that reflects the company’s longevity and strength in the Canadian boating industry. Since its founding in 1954, Princecraft^® has stood out for its craftsmanship, commitment to quality, and ability to evolve with market demands.

This anniversary was an opportunity to recognize the dedication of its teams, the loyalty of its customers, and the support of its partners who have helped build Princecraft^®’s enduring reputation in aluminum boat manufacturing. The company entered its sixth decade with confidence, driven by a tradition of innovation and performance.

2014 A decade of consolidation and innovation.

Following its 50th anniversary in 2004, Princecraft^® continued to grow by focusing on innovation, continuous improvement in manufacturing processes, and the development of new product lines. The company invested in its Princeville facilities, modernized its equipment, and expanded its production capacity to meet increasing demand across Canada and the northeastern United States.

During this period, Princecraft^® introduced models aligned with emerging market trends, including luxury pontoons, utility boats, and versatile multisport crafts. The company also strengthened its dealer network and expanded its presence in key regions.

2018 Investing in growth

 In 2018, Princecraft^® Boats invested over $2 million in expanding its manufacturing facility in Princeville, Quebec. This strategic investment aimed to increase production capacity to meet growing demand for its aluminum boats across Canada and the United States.

The expansion project reflects Princecraft^®’s commitment to continuous operational improvement, local job creation, and strengthening its position in the North American marine industry.

2021 A digital innovation in response to an exceptional context

As the COVID-19 pandemic led to the cancellation of boat shows across the country, Princecraft^® responded with agility and innovation by developing its own Virtual Park. This immersive platform allowed customers to explore Princecraft^® boats in an interactive online environment, accessible from the comfort of their homes.

The Virtual Park was designed to maintain customer engagement while offering a discovery experience adapted to new realities. It became a strategic tool for showcasing models, technical specifications, and available options — reflecting Princecraft^®’s commitment to customer experience and digital evolution.

2023 A new generation of versatility

In 2023, Princecraft^® launched the Ventura RL Series models, marking a significant evolution in its deck boat lineup. These crafts were designed to offer enhanced versatility and a more user-friendly experience, meeting the needs of boaters seeking comfort, performance, and features tailored for both fishing and recreational boating.

Packed with practical features and thoughtfully designed layouts, the Ventura models reflect Princecraft^®’s commitment to delivering aluminum boats that combine durability, ease of use, and innovation. This new generation strengthens the appeal of the Ventura series among a wide range of boating enthusiasts.

2024 A new era in hull design

In 2024, Princecraft^® introduced a brand-new hull design featuring a cut nose — an innovation that automatically increases space in the cockpit and expands the bow platform. This clever design enhances onboard movement and overall comfort.

Beyond its functional benefits, this new configuration marks the beginning of a new generation of hulls in the boating industry. The interior layout, redesigned with families in mind, makes these boats even more user-friendly and appealing to a broader range of recreational boaters.

A refreshed visual identity

As part of its ongoing evolution, Princecraft^® Boats unveiled a renewed visual identity to better reflect its strategic direction and meet consumer expectations. This updated look reinforces brand recognition while affirming Princecraft^®’s position in the North American boating market.