Our Story
Three Generations.One Family.A Lifetime on the Water.
Where It All Began
Long before Sea Gear Marine Supply opened its doors, our family’s story began on the waters of the Atlantic Ocean.
Augustus “Gus” Genovese began his commercial fishing career in Gloucester, Massachusetts, before settling in Cape May, New Jersey. As captain of the White Dove, Gus became a well known fisherman and fierce competitor. He took tremendous pride in his boat, his crew, and his ability to find fish.
Family stories tell of other boats following Gus out to sea, hoping he would lead them to the fishing grounds. Gus, never one to give away his secrets too easily, would sometimes head toward the sea buoy, wait until a few boats followed, then turn around and head back toward the harbor.
He worked hard, but he knew how to enjoy life. From long days offshore to trips to Atlantic City to shoot craps with his crew, Gus lived life to the fullest. Above all, he took care of his family and was the glue that held everyone together.
In 1977, Chuck Barto met Gus’s daughter, Renee. What began as a relationship with Renee grew into a special bond between Chuck and her father.
To Gus, Chuck was more than a son in law. He was a son.
Gus took Chuck under his wing, teaching him everything he knew about commercial fishing and the people who made their living from the sea.
When Gus passed away in 1986, Pete and Sean were still young. They would come to know their grandfather through the stories their father and family shared over the years. Although they never had the chance to truly know him, his influence became part of their upbringing.
Gus’s legacy wasn’t simply something they inherited. It was something they grew up hearing, learning, and eventually living.
The Beginning of Sea Gear
In 1986, Chuck and Renee founded Sea Gear Marine Supply in Cape May, carrying forward the knowledge, relationships, and values Gus had passed down.
What began as a commercial trawl shop serving Cape May’s fishing fleet grew from a simple idea: provide hardworking people with dependable equipment, honest advice, and personal service.
Through hard work and relationships built across the counter, Sea Gear earned the trust of fishermen, captains, and boat owners throughout the region.
As the business grew, so did its inventory and customer base. But one thing never changed: the belief that every customer deserves to be treated like more than just another sale.
Remembering Bruce
As Sea Gear began to grow, Chuck’s brother, Bruce Barto, moved to Cape May to help build the business. What started as lending a hand became a lifetime of dedication to Sea Gear and its customers.
Bruce eventually helped run the business alongside Chuck, becoming a familiar face behind the counter and a wealth of irreplaceable knowledge. His wife, Carol, kept things running in the office, while Val helped lead the growing retail business.
But if you knew Bruce, you knew there was more to him than marine supplies.
Bruce loved motorcycles, fast cars, and having a good time. He was just as likely to talk about riding his Harley as he was to help you find a part. And if you caught him doing a burnout in his Camaro, well, that was just Bruce being Bruce.
Even as his health declined, Bruce continued showing up at Sea Gear. When riding on two wheels became difficult, he moved to a trike and made it his own. He never lost his determination to enjoy life.
On September 11, 2021, Bruce passed away at just 63 years young.
Bruce left behind some mighty big shoes to fill.
Today, our dedicated staff carries forward the knowledge, commitment, and personal service Bruce brought to Sea Gear every day. Those shoes may be impossible to fill completely, but our team continues to honor him through the care they show our customers.
Bruce is missed every day, but his spirit remains part of Sea Gear.
From a Trawl Shop to Sea Gear Outfitters
Sea Gear grew into something much bigger than a commercial trawl shop, but not because we set out to become something different.
We listened to our customers.
Commercial fishermen knew what equipment and clothing worked offshore and what didn’t. We listened and built our inventory around that experience.
Soon, recreational fishermen began coming through our doors looking for the same dependable gear the professionals trusted. They wanted equipment proven on the water, not just something that looked good on a shelf.
Along the way, we started selling a simple T-shirt with our Sea Gear name on it. One shirt became more designs, more designs became a full clothing line of our own, and eventually Sea Gear Outfitters was born.
Today, our clothing store carries our own apparel alongside carefully selected brands and products shaped by the experiences and recommendations of our customers.
From commercial fishermen to recreational boaters and families who love Cape May, our customers have helped make Sea Gear what it is today.
We listen. We learn. And we grow together.
The Next Generation. The Same Sea Gear.
Chuck and Renee got us here. Pete and Sean are taking us there.
For nearly 40 years, Chuck and Renee built Sea Gear on hard work, honest relationships, and the kind of personal service that keeps customers coming back for generations.
Today, their sons, Pete and Sean, are proud to carry that tradition forward, bringing new ideas and opportunities while staying true to the values their parents built the business on.
Next time you’re in Cape May, stop in and say hello. You’ll find Pete and Sean and our dedicated team carrying on the same personal attention and commitment to service that Chuck and Renee gave their customers for so many years.
And while Chuck and Renee have officially retired, don’t be surprised if you still see them popping in from time to time, catching up with old friends and saying hello to the loyal customers who helped make Sea Gear what it is today.
Because at Sea Gear, business has always been about more than what we sell. It’s about the people we serve, the relationships we build, and the community we’re proud to call home.
The next chapter may have a new generation at the helm, but it’s still the same family, the same values, and the same Sea Gear.
Sea Gear Marine Supply & Sea Gear Outfitters
Cape May, New Jersey | Family Owned Since 1986
