In a consolidation move, leading superyacht services group Burgess has integrated its OceanStyle by Burgess business fully into the group. The OceanStyle name is no longer being used after a nine-year run in which it promoted superyachts up to 40m (131ft) to newcomers to the market.
In a statement Burgess said: “Following consistently strong sales and charter performance across 2014 for superyacht specialist Burgess, the group takes another positive step forward today, announcing the full integration of sister company OceanStyle into the global Burgess brand.”
Burgess press spokeswoman Alev Karagulle explained: “The two brands operated behind the scenes as one business even before the rebrand. The rebrand was designed to bring OceanStyle closer to the Burgess brand in the public domain, but to remain as a standalone brand in terms of marketing. The integration now means that both sectors will be marketed as Burgess. No job cuts and all teams remain in place. The OceanStyle name has now been phased out.”
OceanStyle was set up by Burgess in 2005 to meet the needs of a vigorous semi-production superyacht market. OceanStyle has grown steadily during its nine-year existence, firmly establishing itself as a successful international player. This latest initiative will consolidate the group’s marketshare in this dynamic sector, extending its full service offering to all quality yachts over 30m.
“The significant rise of the semi-custom sector due to changing economic conditions and evolving yacht building practices has re-drawn traditional market boundaries over the last decade and there is no longer clear water between the semi- and fully-custom sectors,” commented Tim Wiltshire, Burgess group sales director.
“Today’s move,” he added, “will therefore cohesively combine the expertise of our energetic OceanStyle team with the global power of the Burgess brand in further expanding the fast-growing semi-custom market sector. We are confident that this strategic step will enable our teams across all 10 Burgess offices to optimise our service deliverables to clients across the group.”
To bolster this sector Burgess has attracted back Richard Lambert, who resigned from being responsible for the M Class superyacht range at Princes Yachts International to become senior broker for semi-custom yacht sales. Lambert was formerly a director with OceanStyle since its start.
The press statement said: “Richard rejoins Burgess, having gained considerable experience in the new construction sector, and will be a key member of the company’s growing presence in the semi-custom superyacht market.”
These announcements cap an impressive roster of brokerage sales for the group, with 25 deals closed on quality yachts over 30m in the first half of 2014 alone, including new-build orders with Heesen, Amels, Palmer Johnson, CRN and Feadship.
At the Monaco and Ft Lauderdale shows, Burgess will be displaying over 1,000m (3,280ft-plus) with a value of over $1bn.
Burgess will have 11 yachts at the Monaco show and 20 at anchor outside, representing over 10% of the total on show, the largest number of any broker.