In June 2014, Gura Gear acquired the Tamrac brand and assets as part of the latter company’s bankruptcy proceedings. Now, more than a year later, it has been announced that the two brands have been consolidated under the Tamrac label, as the Gura Gear brand is retired and its website redirects to the domain.

Discussing its reasons for dropping the Gura Gear brand, the company said, '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.' All Gura Gear bag warranties will be honored by Tamrac, which is currently selling off the remaining Gura Gear-branded inventory. 

Alongside the brand change, Tamrac has introduced its new G-Elite Series G32 and G26 camera bags. Both models are made from lightweight, durable materials, including Dyneema, as well as 'Gura Gear's DNA.' The G26 can be pre-ordered for $379.95, and the G32 for $429.95 USD. Both are offered in Charcoal and Olive colors.