Seek more

Having manufactured in Dorset for over 50 years, Sunseeker International is clearly not new to international trade, but few will truly appreciate its reach and pre-eminence in the ‘luxury’ industry, not just the luxury yacht sector.

The Poole-based yacht manufacturer exports 98% of its 140 boats made every year across the globe, via 100 appointed dealer offices in over 60 countries. This autumn, Sunseeker announced an impressive record-breaking forward order book of over £600million, equivalent to two years of annual turnover, as well as its largest investment in new product development ever.

Sunseeker’s product development strategy from 2019-2021 was to nearly double the range from 11 to 20 models. This was delivered on time and now, CEO Andrea Frabetti has unveiled business plans for 2022-2025 which will see another 12 new models launched, taking the total number in its portfolio to 22 yachts, from 38 feet to 161 feet.

Albeit the last few years have been challenging for a lot of businesses, Sunseeker continued to invest £35million of CapEx in facilities, people and products, and has now committed another £40million for new product development and production capability across the next three years. Whilst a record investment for the company, it is also good news for its supply chain, many based in Dorset, who will benefit from both the research and development spend and the expanding product range.

Employing around 2,300 people, Sunseeker continues to be the largest employer in Dorset with a continued recruitment drive resulting in expansion of its sites and investment into production processes. The company’s award-winning apprentice programme offers applicants the opportunity to kickstart a career in the global marine industry, studying to become highly skilled in a range of yacht construction disciplines while completing the relevant Apprenticeship Standard. This year, Sunseeker recruited a record 50 new technical apprentices to join the team at its shipyards across Dorset.

Further afield, Sunseeker recently appointed new dealers to join its expanding network. In the Middle East, Sunseeker Gulf has been appointed to exclusively represent the yacht builder in the region whilst in the US, Sunseeker’s partnership with OneWater Yacht Group continues to strengthen as it expands its retail footprint across North America, which now accounts for approximately 40% of all production.

Whilst people, facilities and distribution are vital, Sunseeker is first and foremost a product and innovation led business. The boats, many of which go on to become award-winning, receive the greatest focus as it is the company’s reputation for design, engineering and quality that consistently ranks it as one of the most desirable brands with immense customer loyalty. Leading the charge in 2022 was its highly anticipated 100 Yacht which will revolutionise Sunseeker’s Yacht range and earmark the start of a new era in flybridge design and functionality. The model offers great versatility with a truly global appeal. This model was present for the first time in September at Cannes Yachting Festival and certainly attracted the crowds, albeit 15 have been sold off-plan, before anyone got to see the first yacht.

Whilst people, facilities and distribution are vital, Sunseeker is first and foremost a product and innovation led business.

Ocean 460

Also at the show was the launch of the Ocean 156 and Ocean 182 models, offering something completely novel in the Sunseeker range. Both models reference their gross tonnage figure, the measurement of a yacht’s interior volume, as a new and unexpected naming convention for Sunseeker which captures why the model is so unique and reminds the owner that they are gaining a significant increase in interior volume.

To conclude the autumn boat show season, Sunseeker unveiled the impressive Ocean 460 at Monaco Yachting Festival. The new trideck, semi-displacement superyacht boasts expansive interior and exterior volume with a sleek, sporty and futuristic look. Whilst part of the Ocean range, it is also a superyacht, the first to feature a vertical bow and, with a beam of 31 ft, she has 25% more interior volume than her sister ship, the 131 Yacht, paving the way for a completely new design philosophy for the next generation of Sunseeker superyachts.

Next up to physically launch is the remarkable Superhawk 55, a brand new model set to define the sector with exquisite looks, impressive design and innovation that others will surely seek to emulate.

So, in summary, it has been a busy but successful couple of years for Sunseeker which remains committed to always ‘Seek More’. The New Year will see the brand reveal even more exciting plans and multiple new models during Düsseldorf and Miami Boat Shows. Watch this space. www.sunseeker.com

“Sunseeker has been involved with the Dorset Chamber for many years and we use their services for specialist Customs paperwork, training, and advice. They are always very helpful and have a lot of expert knowledge, and a must for anyone Exporting or Importing to keep you updated with the latest news.”