Strategic agreement with (formerly Essex Boat Yards)

Monday 27th April 2015

Princess Motor Yacht Sales has announced a strategic sales agreement that will help it increase its presence on the East Coast, Poole and Cala d’Or in Mallorca.

The company, the largest and most established Princess dealer and distributor in the world, has reached a deal that will see (formerly Essex Boat Yards) sell the Princess range of luxury yachts to customers across those regions.

News of the partnership comes a few days before the Palma Boat Show and brings together two family-run businesses that share the same commitment to excellent customer service.

Under the arrangement, will operate as Princess East Coast, providing sales, part exchange and aftercare support for potential clients in Poole and the East coast.

A new Princess Motor Yacht Sales office in Cala d’Or will also open its doors to customers as part of a new sales partnership between both companies.

“This is a fantastic addition to our Princess network and gives us a ready made platform to expand our coverage in a territories rich in potential,” explained Colin Capewell, Managing Director of Princess Motor Yacht Sales.

“We have been looking to increase our coverage in this area of the UK and in East Mallorca. – through its previous 11-year arrangement with Fairline Boats – has a ready made network of existing clients, an excellent customer service philosophy and some of the best sales people in the industry.”

He continued: “It’s a great fit for both parties and comes at a perfect time with our sector getting ready for the 2015 season of boat shows across the UK and Europe.”

Located at headquarters in Essex Marina and with a new office based in Salterns Marina in Poole, Princess East Coast will be selling a highly developed range of world class yachts, including the Flybridge, Motor Yacht and the V, S and M class ranges.

The yachts, which range in size from 39 to 130 feet, can all be customised to the finest detail and combine cutting-edge technology with superb on water performance and meticulously crafted on-board opulence.

James Barke, Managing Director of the newly formed Princess East Coast, went on to add: “There is a real sense of excitement around the deal and we are looking forward to offering our clients access to the full Princess range, which allows our customers to choose boats in excess of 80 feet for the first time.

“In our sector, purchasing decisions are made 50% on the quality of the product and 50% on the level of service buyers receive. Princess Yachts has invested heavily in equipping us with some of the most advanced yachts in the world, so now it’s my team’s job to make sure we match that with the buying experience we provide.”

He concluded: “We have some of the best people in the industry working for us. They get to know the customer, understand what is important to them and then deliver a great experience. Sometimes it’s remembering the little details that can make all the difference.”

Princess Motor Yacht Sales, which is owned by the Midlands-based Whale family, operates in the UK and Ireland, Channel Islands, Spain (Malaga and Balearic Islands), Portugal, Turkey, Germany and Switzerland.

Max Whale, Princess Motor Yacht Sales’ Commercial Director, commented: “We are very excited by the prospect of sharing best practice between ourselves and the team.

“I am convinced that our respective customers will benefit. This is an important extra ingredient as we continue to develop some of our luxury franchised motor trade knowledge to deliver European customers a ‘turn-key’ yachting experience.”

The next three months will see several of the larger yachts in the Princess range showcased at the Palma Boat Show, Poole Boat Show, British Motor Yacht Show, ‘Best of Yachting Adriano’ and the International Istanbul Boat Show.

These include the new S72, 82, 88 Motor Yachts, 56 Flybridge, and the V72 Sports Yacht.

For further information, please visit or contact 01489 557755. More details on can be found on its website or by calling 01702 258885.


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