Ogden, UT—Following its June 2014 acquisition of Tamrac, which had entered Chapter 11 bankruptcy protection in early 2014, Gura Gear announced it is now consolidating the two brands as Tamrac. The company’s website at guragear.com has ceased to exist and all traffic is being rerouted to tamrac.com.
“At Gura Gear, we’ve always had one vision: to carry your photography dreams to the ends of the earth,” the company posted on its website. “Gura Gear developed a bit of a reputation for camera bags that are durable, beautiful, functional and capable of traveling to the ends of the earth. We are not interested in resting on our reputation. To grow and spread our ideas to a wider audience, we bought Tamrac. A brand with a nearly 40-year heritage and a global network. Now, we’ve taken the best of Gura Gear and injected it into the all-new Tamrac.”
The newly branded company assures that it will continue to develop Tamrac bags built on Gura Gear’s core design philosophies: lightweight, premium materials, PVC free and quality craftsmanship. Over the last six months they’ve introduced several new bags embodying this strategy, including the Anvil, Corona and Stratus bags.
The company’s first product introduction under its new branding is the Tamrac G-Elite series. Built on Gura Gear’s DNA, the all-new Tamrac G-Elite G32 and G26 use tougher, lighter fabrics with strong Dyneema fiber, along with a new front pocket system that accommodates a laptop, light reflector, jacket, etc. G-Elite is designed to maximize every cubic centimeter of the overhead bin space while being easy to use from the backseat of a car. Available in olive or charcoal, the G26 retails for $379.95 and the G32 for $429.95.
Gura Gear, LLC, began in 2008 as an idea on the back of a napkin by a team of passionate photographers looking for the perfect photography bag. The company continued to expand to a full line of carrying solutions that utilize the best materials and workmanship. It agreed to acquire the brand and assets of Tamrac, Inc., in June 2014, and the sale was approved by the U.S. Bankruptcy Court through the Chapter 11, Section 363 Sale of Assets process.
“This acquisition represents an exciting opportunity for Gura Gear to build upon a brand with a legacy of designing solutions for photographers and a dedicated customer following while leveraging worldwide distribution,” commented Gregory Schern, Gura Gear’s president, when the acquisition was approved.
Tamrac, Inc., continued to operate out of its headquarters and primary manufacturing facilities in Chatsworth, California, until the acquisition was finalized. Gura Gear then relocated Tamrac’s assets and expanded its Ogden, Utah, facilities.
Tamrac’s founders were outdoor enthusiasts who loved nature photography and needed a camera bag that was tough enough to offer protection yet easy to carry and allowed fast access to camera equipment. They designed the carry bags specifically for wilderness photography in California’s diverse geography. The name Tamrac was created to reflect the rugged outdoors; a pine found in the American wilderness was used as the inspiration for the name. tamrac.com
