Fairline and Boats.co.uk to split

As soon as they rebranded to Boats.co.uk I was expecting something along these lines. Their new name is very generic and doesn't really suit the 'corporate' image that I guess Fairline would want to portray. Boats.co.uk suggests to me a general boat dealer, not a main dealer type with a big flashy brand.
I wish them well although to be honest the purchase I had recently was a bit of a shambles but I'll say no more. Their not quite as good as everyone makes out but I would still buy from them in the future.
Good luck to both of them.
 
volvopaul said:
It's always been badged Fairline Southampton , but Essex are behind it. Or were?? . Building is owned by RK marine so I'd suggest there must be some change in lease agreements soon.
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My interpretation of the press release is that the Fairline Southampton office will transfer to Fairline GB.

This feels like an unsurprising move by boats.co.uk - the rebrand from EBY signalled that changes were afoot, and the paucity of new product from Fairline must make them a harder and harder sell, against improved offerings from Princess in particular, and others. All the noise about the Shadow as a 'new model' when it was just in fact a T38 with a paint job just shows the lack of investment capital at Fairline.

I wish both parties the best of luck. BCU have a well-deserved reputation for deal-making and service, I'm a customer, and a fan. I think admillington's comment above is right on the money - I'd be surprised if BCU don't end up with another manufacturer partnership in due course, I am sure there are plenty out there who would like to benefit from the boost that BCU have undoubtedly delivered to Fairline over the past few years.

I also have a Fairline, albeit an old one, and I'm fan of that brand as well. I hope they survive. Tricky times ahead.
 
oldgit said:
Was up there last weekend,you cannot move for boats.Have never seen it so packed.
They seemed their usual selves being keen to have a natter and search out any possible deal no matter what end of the market you inhabit.
They have got a P415 up their at the moment which needs a lot and love and care.Pretty certain it was parked on the hard at Burnham for some while.
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Thought that P415 was kept on The Thames and Px'ed by a forum member for a Fairline Squadron?
 
crazy4557 said:
I wish them well although to be honest the purchase I had recently was a bit of a shambles but I'll say no more. Their not quite as good as everyone makes out
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I have heard the same form several people both buyers and sellers but they seem very good at keeping a lid on it and keeping certain people very happy so they continue to sing their praises.

I do wonder what they'll do next. Surely they need a big brand to remain the size they are?
 
So Fairline are now going to be semi custom boat builders, based on current hulls, clearly Boats.co needs a volume producer where they can create deals for customers based on either stock or down stream production, although Fairline are intending to have sales offices they will in effect be selling direct. It seems as though, because the volume market has contracted, we are left with Princess/Sunseeker actually building production line boats, Fairline to order 'a la' JFM build, inevitably that will lead them to concentrate on the larger boats in their range (where the profit is on individual builds)

As suggested by others, the logical step for Boats.co is to take on a dealership such as Princess/Azi/Prestige (volume producers), they are obviously a brilliant set-up and an asset for premium boat builders. It will be interesting to see what shakes out over this year, not just with Fairline, but others!
 
pan said:
So Fairline are now going to be semi custom boat builders, based on current hulls, clearly Boats.co needs a volume producer where they can create deals for customers based on either stock or down stream production, although Fairline are intending to have sales offices they will in effect be selling direct. It seems as though, because the volume market has contracted, we are left with Princess/Sunseeker actually building production line boats, Fairline to order 'a la' JFM build, inevitably that will lead them to concentrate on the larger boats in their range (where the profit is on individual builds)

As suggested by others, the logical step for Boats.co is to take on a dealership such as Princess/Azi/Prestige (volume producers), they are obviously a brilliant set-up and an asset for premium boat builders. It will be interesting to see what shakes out over this year, not just with Fairline, but others!
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I bet it's Benateau and MC/MCY....
 
Well there you go. As I said on Dec 7th

"Porsche and the Autotrader are very different creatures. I would argue that Fairline and Apollo Duck are equally as diverse. There is a danger that EBY models their internet presence on the latter. Not sure how that would sit with me if I was Fairline and EBY were my primary route to market in the Uk (possibly a wider net). I wonder if there is something we don't know?"
Read more at http://www.ybw.com/forums/showthrea...-a-name-boats-co-uk/page3#gIJgOMa6jxjiDJWJ.99

I'm not sure Fairline are lining themselves up to be semi custom boat builders. More a case of grabbing what you can. Until the new models are launched there are several offerings in the range which would take either an extremely loyal customer or gigantic discount to persuade people away from the competition. By offering heavy customisation they target an audience not catered for elsewhere.

Speaking of discounts it is interesting that on more than one occasion at shows I have been offered very significant discounts the second I stepped on the Fairline stand. That's before I expressed an interest or started to haggle. Essex are dealers. They buy, they sell, they take a part exchange, they look to find a deal. I wonder if the factory has used them to get rid of boats to keep production running as opposed to Essex buying stock boats?

If that is the case then with no financial risk you'd just take commission where you can find it. "Sorry fellas, best price I could get if you want it shifted". Ultimately it isn't your problem what happens at the factory and it's not your fault if the boats being built aren't what people want. The factory need to keep people employed and the brand out there. They also have a few models in the line up which are selling.

I'm not sure the move away from Peters was wise but in this case it could be one step in sorting things out. A new competitive line up, control of prices, no third party to feed and a chance to have total control in how the brand is represented. Also direct contact and feedback with your potential customers. What do the punters want and why are they going elsewhere? Genuinely Fairline haven't featured in our last two purchases solely because of the product. Nothing to do with money, personality or a deal. I've shifted both old boats on myself (with some help to be fair) but ultimately I didn't need someone to take the old boat in p/x. Some do and that's where Essex are great, particularly when the actual value of the boat you're buying is a lot less than the sticker price and you can engineer things to make numbers work.

What it does mean is Fairline will see the harsh reality of shifting boats for themselves. I don't know the company well enough to comment on how that will go.

I wish both Fairline and Essex all the best. Hopefully it will be a win win. Essex have plenty of fingers in plenty of pies from new to old, big to small, even wind to diesel. I suspect the transition will be quite smooth. It wouldn't serve either sides long term interest for there to be any glitches, particularly Fairline who need to maintain the brand and customer base who will be well known to Essex. From a prospective customer point of view having more choice is good news. At the moment it's only Princess that appeal.

And yes, I know they aren't Essex any more but I can't keep calling them Boat :)
 
Last season (2014) EBY sold many boats which were delivered to Mallorca, greatly in excess of what would be considered normal.

Many were of the 65 model and several of the owners who purchased them spoke of really great deals though EBY.

These owners are people I respect and who would not exaggerate.

Most of these boats were stock boats so maybe (and it is just maybe) this parting of the ways was becoming a reality all though 2014, and EBY were shifting stock and pre-ordered stock yet to be delivered.

Most of the larger boats tend to be based in the Med and Mallorca is a natural magnet for the owners, but EBY never, to my knowledge, ever had an office etc nor staff on the island.

They did forge some form of connection with the Fairline agency in Cala d"Or and it did appear to be working, but these observations are only with me looking on and not being involved.
 
No surprise then, given EBY's recent rebranding exercise but personally I don't understand the commercial logic. Over the years, by all accounts and testimonials on this forum, EBY have been superb ambassadors for the Fairline brand both in terms of pushing sales and in maintaining the brand credibility with excellent after sales support. Why would Fairline chuck away a relationship like that or was it Fairline that chucked the relationship? Maybe EBY thinks it's time to leave a sinking ship? Yup I guess there will be a queue of manufacturers beating a path to EBY's door if they haven't done so already. For Fairline, not only will they lose their most active dealer but they could also lose a significant chunk of market share to whichever brand EBY decide to take on in the future
 
Deleted User that's exactly how I look at it .The Barke Bros are not daft .
Look arround recent shows at Cannes last Sept Cranchi stand v near the Fairline was heaving ,I mean the boats were almost capsizing and chaps in black suites were trying to control the body count.
Fairline Stand was quite .This was the last Sun of a double W/E week -last day .
So I think they wiil align with another be it Beni with the MCY or some other dynamic one like Cranchi .
Style -taste and pricing has moved on post 2008 -I think Fairline seem frozen in a time frame of yesteryear while the market has moved on and left them behind .
Barkes have reacted .IMHO looking at recent shows
 
Look arround recent shows at Cannes last Sept Cranchi stand v near the Fairline was heaving ,I mean the boats were almost capsizing and chaps in black suites were trying to control the body count
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Yeah but I'm not sure that EBY would be too interested in a manufacturer like Cranchi which doesn't have a high profile in the UK. Assuming that Princess and Sunseeker are not interested, then yes Beneteau/MCY seems like a good fit but on the other hand, they're already well represented by Ancasta and Bates Wharf. However, Ancasta do represent Jeanneau as well and so maybe Beneteau/Jeanneau would be up for splitting the sales network. Sealine might be another brand that EBY could do well with. Clearly Hanse is a manufacturer that chases volume. That would be ironic given how Peters went from Fairline to Sealine:)
 
Deleted User said:
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Yeah but I'm not sure that EBY would be too interested in a manufacturer like Cranchi which doesn't have a high profile in the UK. Assuming that Princess and Sunseeker are not interested, then yes Beneteau/MCY seems like a good fit but on the other hand, they're already well represented by Ancasta and Bates Wharf. However, Ancasta do represent Jeanneau as well and so maybe Beneteau/Jeanneau would be up for splitting the sales network. Sealine might be another brand that EBY could do well with. Clearly Hanse is a manufacturer that chases volume. That would be ironic given how Peters went from Fairline to Sealine:)
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I think that Ancasta took up slack from Dickies who I imagine were struggling to convince customers to part with stage payments or deposits.

It's counter productive for B to have both of their 'premium' brands in the same dealerships...customer churn from BCU Failrline owners to another brand would be very attractive to a manafacturer, I imagine.

It would be interesting to hear how mutual the decision was, I'm sure that someone reading this thread could fill in all the gaps :)

Mike your point regarding BCU moving their loyal clients to a new brand is well made, also, I can't imagine any salesman, however good he or she is, enjoying pointing out the USP's and innovations of the Shadow 38; (at least with a straight face)
 
I can't see Essex going for Beneteau. Princess are tied up with PMYS and Sunseeker with Sunseeker London. I can't see any other brand that will big enough to feed eby's overhead. I for one think it's a silly move unless they want to shrink and go back to their beginnings. It was a pretty bad year financially for them last year so maybe it's time to sit back and relax a bit? Let the marina they own do the work?
 
Still wondering whether JFM will comment but maybe he is holding his counsel. Already with two custom builds and possibly a third in mind, he has his feet in both camps - Fairline/Essex
Much speculating as to which brand or brand Boats go for, but maybe none! As Oldgit commented earlier there were many used boats at Essex marina, maybe Boats.co.uk will live up to it's name by reselling px's from Fairline and others!
 
I'm sure there's more to this than we will ever be told, both parties are in it to make money and any boat dealer can 'buy' a deal just to sell another new boat and be the customers best friend but can't keep this up forever, sooner or later the bubble bursts and you will end up with a lot of stock boats and an unhappy bank manager. As more manufacturers go down the route of direct sales they never seem to appreciate the liability of the part exchanges which often are a large outlay.
 
I would have loved to have been a fly on the wall during the Fairline board meeting when this was decided. Did noone on their board consider the question re EBY "who owns the relationship with the client?" Fairline are likely to lose out big time here are the Bark Bros are going to be putting current Fairline owners into another brand for sure. I would imagine Princess are the likely candidate, perhaps it is no coincidence that EBY have a new V39 on their books I assume from production surplus direct from Princess. I would imagine this will be costly mistake unless Fiarline are going reduce the MSRP of their boats to take out dealer margin and make their offering way more competitive. I agree with the comments re perceived quality difference at the moment between FL and Princess, though I think this is wafer thin.
 
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wakeup said:
I would have loved to have been a fly on the wall during the Fairline board meeting when this was decided. Did noone on their board consider the question re EBY "who owns the relationship with the client?" Fairline are likely to lose out big time here are the Bark Bros are going to be putting current Fairline owners into another brand for sure. I would imagine Princess are the likely candidate, perhaps it is no coincidence that EBY have a new V39 on their books I assume from production surplus direct from Princess. I would imagine this will be costly mistake unless Fiarline are going reduce the MSRP of their boats to take out dealer margin and make thief offering way more competitive. I agree with the comments re perceived quality difference at the moment between FL and Princess, though I think this is wafer thin.
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The Fairline board clearly have not learn the lesson from the time they split with Peters - their dealer of 35 years - who controlled the distribution channel very well and did amazing quality assurance on all the products that went via their network. They clearly think by cutting out the dealer they can increase margins - how very naive.

There are 3 Squadron 58 owners on my pontoon alone who are prime for an upgrade - will be interested to see what the Barkes intend selling to us.
 
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