Gura Gear is Gone; Say Hello To Tamrac G-Elite

Nov 15, 2015

Liron Samuels

Liron Samuels is a wildlife and commercial photographer based in Israel. When he isn’t waking up at 4am to take photos of nature, he stays awake until 4am taking photos of the night skies or time lapses. You can see more of his work on his website or follow him on Facebook.

Gura Gear is Gone; Say Hello To Tamrac G-Elite

Nov 15, 2015

Liron Samuels

Liron Samuels is a wildlife and commercial photographer based in Israel. When he isn’t waking up at 4am to take photos of nature, he stays awake until 4am taking photos of the night skies or time lapses. You can see more of his work on his website or follow him on Facebook.

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Whenever in need of a new travel camera bag, Gura Gear is one of the brands I check out. I’ve almost bought the Bataflae a bunch of times, but due to lack of availability in my area, I’ve opted for other models thinking I’ll get one next time.

Looks like I’ve waited too long, though, and will now never own a Gura Gear Bataflae bag. Luckily the company isn’t going under; it’s just merging with Tamrac and dropping its name.

Despite this move, I believe we will continue to see the same high-quality bags we’ve come to expect from the company, especially since it was Gura Gear that purchased Tamrac and not the other way round.

But if that’s the case, why does it seem like Tamrac took over Gura Gear?

About a year and a half ago Gura Gear purchased Tamrac, after the latter went bankrupt and filed for Chapter 11.

We’re used to seeing companies who take over other brands eventually dropping the newly-acquired brand and focus on just one brand with a wide range of products. In this case Gura Gear decided to do the same, except it has given up on its own brand name and will be using the Tamrac brand exclusively from now on.

While I’m sure the Gura Gear founders are extremely proud of their company and the reputation they’ve built over the past 10 years, at the end of the day this was a marketing decision.

“Tamrac has been around for nearly 40 years, has greater brand equity, is easier to remember, spell and say, and we simply like it better,” the company explained in its announcement.

The brand change has already taken place and Gura Gear’s website now redirects to Tamrac.

So where is Gura Gear, known for its awesome travel bags, going? “The same place it has always gone,” the company says. “To the ends of the Earth”.

Gura Gear bags as we know it will be living on as the premium line of Tamrac’s bag – the G-Elite series. As for Tamrac’s lower-end bags, they will benefit from some of Gura Gear’s core design philosophies promising better specs and craftsmanship.

The company added that the new Tamrac is built by Gura Gear, reassuring existing and potential clients that the Tamrac bags will be held to Gura Gear’s standards rather than the professional bags being downgraded to “old” Tamrac’s level.

If you already own a Gura Gear bag, this move shouldn’t worry you as the company added that its warranties will continue to apply despite the rebranding.

If you don’t own one of their bags, now might be a good time to get one as remaining stock is said to be marked down and discounted through various dealers.

[via Canon Rumors]

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Liron Samuels

Liron Samuels

Liron Samuels is a wildlife and commercial photographer based in Israel. When he isn’t waking up at 4am to take photos of nature, he stays awake until 4am taking photos of the night skies or time lapses. You can see more of his work on his website or follow him on Facebook.

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4 responses to “Gura Gear is Gone; Say Hello To Tamrac G-Elite”

  1. udi tirosh Avatar
    udi tirosh

    This is another example that shows that there is no place in the market for small brands (even if they are both quality and financially successful). Kata was swallowed by Manfrotto and Gura is rebranded as Tamrac. Size does matter.

  2. Wally Kilburg Avatar
    Wally Kilburg

    As an owner of two Gura Gear bags, I feel a bit betrayed. I love the bags and always detested Tamrac. Tamrac always equaled crap. I simply will not own a Tamrac bag. No matter. It’s a stupid marketing move in my opinion. But with so many other great bags out now it doesn’t matter. My money goes to Think Tank/Mindshift and other great bags. Tamrac can remain crap.

    1. Rick Grogan Avatar
      Rick Grogan

      That’s a bit harsh Wally, all camera bag manufacturers produce good and not so good stuff. Tamrac have made some award winning shoulder bags, backpacks, accessory packs etc. for many years. An early #603 zoom traveler I bought back in the 80’s was kinda OK, but when I shelled out for a #828 world correspondent bag later on, it was and still is by far the best quality camera bag I have ever owned. I recently purchased a Tamrac Anvil 17 backpack ( made in Ogden Utah) and it’s a nice case, no complaints. Gura Gear have certainly made great bags and I don’t see that finishing any time soon whatever the brand name they put on the front.
      In fact the combination of Gura Gear & Tamrac DNA may eventually end up being the best quality / price ratio on the market.

  3. Fazal Majid Avatar
    Fazal Majid

    I bought a Gura Gear Chobe last week when B&H had them half-off on special. It’s interesting how they use sailcloth instead of the much heavier ballistic nylon to get significant weight savings. They also had some significant discounts on Kiboko backpacks.