Neo Martello Group Ltd in Hong Kong has announced a new brand strategy. The company is a joint venture between Martello Yachting and Neo Yachting. The two companies have been working together since 2011.
Until now, the business model has allowed both companies to grow the business between Europe and Asia and consolidate the Neo Yachting and Martello Yachting brands on their main markets in Europe and China, respectively.
Martello Yachting is now recognized as a superyacht specialist in China and Neo Yachting has proven to be a reputable boutique brokerage house in Europe selling and managing yachts up to 62 metres.
Over the last five years, Yachting in Asia and Europe has changed dramatically and the companies have decided to change the model to address the current market and future trends.
Starting immediately, both brands will target a global clientele, but with a different focus.
Martello Yachting will consolidate its position as the superyacht specialist in China, focusing on new build projects, yacht management and consulting. The brand will expand their services in Asia and beyond, promoting custom superyacht projects as well as superyacht lifestyle and culture.
Neo Yachting will focus its activities on yacht brokerage, yacht charter and vacations, yacht management, pre-owned sale and purchase worldwide.
Rene Ho, MD of Martello Yachting comments: “Our new strategy was a natural move. With each company focusing on different fields of expertise, we streamline our organization for optimal efficiency and quality of service.”
As part of the new strategy, its offices in Singapore and Johor Bahru in Malaysia, will be flying the Neo Yachting banner. These offices are led by Jackson and Michael Wan, respectively.
Michael Wan, director of Neo Yachting in Singapore, comments: “We are delighted to be part of the new strategy of the Neo Martello Group. We have been exchanging on a weekly basis with Neo Yachting in Nice and Prague since 2012, so our team is ready to take the challenge immediately.”
In 2015, Neo Yachting opened three new representation offices in Russia, Norway, and Finland. The Neo Martello Group is now present in eight countries with 11 offices and 32 team members.
“We have been looking towards the East (Asia) for the past five years now and it has become key for our development and to answer to the needs of our clients. Our new strategy will allow us to offer a greater range of services and simplify our organization within the Group,” concludes Nicolas Valin, CEO of Neo Yachti