Hoffmann Family Grows Naples Portfolio with Pure Florida Acquisition

News

Hoffmann Family Grows Naples Portfolio with Pure Florida Acquisition

October 3, 2025

Pure Florida Joins Marine Vertical, Ensuring Continued Local Legacy on the Water

NAPLES (Oct. 3, 2025) – Hoffmann Family of Companies (“HF Companies”), a U.S.-based family equity firm known for its long-term investment philosophy and diversified portfolio, is pleased to announce the acquisition of Pure Florida, a popular maritime tourism business operating in Naples, Fla.

Founded in 2009 by father-and-son duo Captains Lance and Harry Julian, Pure Florida represents five generations of maritime expertise and over 25 years of industry experience. With a steadfast commitment to hospitality, adventure, and relaxation, Pure Florida has become a premier provider of water-based attractions for both seasonal visitors and permanent residents of Naples.

Jenny Gezella, President of Hoffmann Marine, commented: “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.”

Operating out of Historic Tin City, 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, providing deep-sea, back bay, and calm bay fishing trips, along with deck boat and Jet Ski rentals.

“After sixteen 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 [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 HF Companies’ significant presence in the region’s tourism and hospitality sector. Pure Florida joins a robust portfolio of Naples-headquartered Marine and Hospitality & Entertainment businesses, including:

Augusta Clothing Company
Everglades Excursions
Marco Island Water Sports
Miss Naples
Naples Beach Water Sports
Naples eBike Tours
Naples Princess
Naples Transportation & Tours
Naples Trolley Tours
Old Collier Golf Club
Old Corkscrew Golf Course
Port O Call Marina
Port O Call Rentals
Regency Watersports
Segway of Naples Tours
Stan's Coffee

The announcement follows the Hoffmanns’ recent reentry into the 5th Avenue South market through the expansion of Augusta Clothing Company, a boutique originally founded by Jerri Hoffmann, matriarch of the family business.

For a complete overview of Hoffmann Family of Companies’ Marine and Hospitality & Entertainment Verticals, visit www.hfcompanies.com/companies. For the latest news and updates, visit www.hfcompanies.com/news.

###

About Hoffmann Family of Companies: Hoffmann Family of Companies is a multi-vertical, family-owned private equity firm consisting of over 120 global brands and employs 17,000 employees with businesses located in 30 countries and 400 locations around the world. Hoffmann Family of Companies’ verticals include Agriculture, Aviation & Transportation, Financial & Professional Services, Hospitality & Entertainment, Manufacturing, Marine, Media & Marketing and Real Estate. For more information, visit HFCompanies.com.

For More Information: Rachel Berkowitz | [email protected]

More News

Hoffmann Family of Companies Acquires Olympus Limo

Strategic acquisition expands global transportation network and strengthens luxury service footprint.

Hoffmann Acquires Derby Fabricating Solutions, Expands Manufacturing Portfolio

Derby’s three-state footprint and NVH expertise enhances Hoffmann’s long-term manufacturing strategy.

From Vision to Value: A Conversation with Shawn Thomson of RMC

In this new series, we spotlight businesses within the Hoffmann portfolio, bringing their journeys, challenges, and successes to life in a way that captures their unique contributions.

Hoffmann Media Group Finalizes ‘Telluride Daily Planet’ Deal, Names Maureen Pelisson Publisher

As part of the transition, seasoned media executive Maureen Pelisson has been named Publisher.

Geoff Hoffmann Named a 2025 Notable M&A Dealmaker by Crain’s Chicago Business

This year’s Notable M&A Dealmakers represent a wide range of professionals guiding transformative deals across industries, from private equity and venture capital to manufacturing, health care, energy and beyond.

Hoffmann Media Group Announces Pending Acquisition in Colorado

Hoffmann Media Group to acquire Telluride Daily Planet and related titles in Colorado, expanding its family-owned media portfolio. Closing expected September 12, 2025.

Hoffmann Family of Companies Welcomes Elmer Chocolate to Fast-Growing Portfolio

Elmer’s story began in 1855 and has grown into one of the nation’s premier seasonal chocolatiers—recognized as the largest producer of small heart-shaped chocolate boxes in the United States.

Hoffmann Grows Hospitality Vertical with Atlanta Party Rentals Acquisition

Founded in 2018, Atlanta Party Rentals has built a strong reputation for delivering high-quality rental solutions for events of all sizes.

Hoffmann Family of Companies Proposes Equity Investment to Support Recapitalization of Lee Enterprises

HF Companies today confirmed that it has submitted a letter to Lee’s Board of Directors expressing interest in supporting a potential recapitalization of the Company.

Hoffmann Acquires New Naples Property, Grows Augusta Clothing Company

Located in the heart of Naples’ 5th Avenue South, this prime storefront will soon showcase The Augusta Clothing Company’s signature boutique experience.

Hoffmann Announces MAC as Newest Tenant in Pierre Laclede Center

This expansion marks a strategic milestone for the MAC and reinforces Pierre Laclede Center’s position as a premier destination within the St. Louis business community.

Wayne Manufacturing Recognized for Excellence at AAM’s Annual Supplier Day

The manufacturing company earned a 2025 Supplier Excellence Award in the “Launch Performance” category—building on their 2023 recognition for “Quality Performance.”

Hoffmann Family of Companies Expands Portfolio with Acquisition of Cohabit Pod Hotel

The innovative hotel introduces a pod-style lodging experience, the first of its kind in the Vail Valley, offering travelers a cost-effective alternative to traditional mountain resort stays.

Hoffmann Family of Companies Acquires Missourian Media Group

The acquisition of Missourian Publishing Co., owner of The Missourian Media Group, includes Franklin County’s leading newspaper, The Missourian, along with its associated real estate holdings, printing operations, and digital platform, eMissourian.com.

CAVIS Energy Launches in Texas with Vision of Rapid Industry Growth

CAVIS Energy (“CAVIS”), the global brand of CDN, has officially entered the U.S. market, delivering industry-leading energy solutions with a strong focus on relationships and strategic regional impact.

Oberweis, Hoffmann Family of Companies Featured in Crain’s Chicago Business

Feature in Crain’s focuses on expansion plans, one year post-acquisition, and how new leadership sparked a rapid rebound.

Hoffmann Family of Companies Featured in WSJ Pro: PE

Feature in WSJ focuses on the rising influence of family-backed investment firms, including the advantages of the family office structure, particularly its built-in patience and adaptability.

Hoffmann Family Introduces New Public Art Installation in Downtown Clayton

Visitors and tenants of the Pierre Laclede Center can now admire sculptures by three renowned artists—Ruth Bloch, Jim Rennert and Bob Wilfong—thoughtfully positioned throughout the business center’s surroundings.

Portfolio Company Linstol Shines at WTCE 2025

Linstol is the leader of in-flight passenger comforts (amenity kits, sleep kits, blankets and pillows), consumables (cups, napkins and cutlery) and the largest manufacturer of in-flight passenger headsets in the world.

Renato DePaolis II Joins HF Companies as Strategic Operations Executive

Hoffmann Family of Companies welcomes Renato DePaolis II as Strategic Operations Executive. With leadership experience in aerospace, national security, and business transformation, Renato is set to drive growth, operational excellence, and innovation across the portfolio.

News