Heesen steps back from show stands, doubles down on fleet presence
Heesen Yachts’ 55m Solemates. Image courtesy of Ruben Griffioen.
Heesen Yachts is to withdraw its on-land stands from the 2025 Monaco Yacht Show and Fort Lauderdale International Boat Show, signalling a shift in exhibition strategy for the Dutch shipbuilder.
From next year’s Monaco event, Heesen will adopt a yacht-centric presence, focusing exclusively on showcasing vessels in-water. The shipyard says the change supports a refined brand direction under new ownership, emphasising product over presentation.
In place of a traditional hospitality area or trade stand, Heesen will showcase its wares directly in the marina. This move aims to deliver a hands-on experience, allowing the yachts to speak for themselves.
The announcement follows the April 2025 acquisition of Heesen Yachts by Dutch entrepreneur and investor Laurens Last. The deal brings stability to the yard after a transitional ownership period under an independent Dutch foundation. The foundation assumed control in 2022, following EU sanctions on former owner Vagit Alekperov, who purchased the company from founder Frans Heesen in 2008.
Heesen reported a record financial year in 2024, generating €209m in revenue and €17m EBITDA. The acquisition is expected to further secure the builder’s future.
A spokesperson for the shipyard was reported in Superyacht Times as saying: “Heesen deeply respects the heritage and value of both Monaco and Fort Lauderdale as industry platforms. We remain fully committed to these events — but will now let our yachts take centre stage, in the best marina locations available.”
Heesen’s 55-metre motor yacht Solemates is expected to headline its display at the Monaco Yacht Show 2025. The steel superyacht was handed over in April this year and marked the second Heesen yacht for the owner.
Built on a proven fast displacement hull form by Van Oossanen and styled by Omega Architects, Solemates benefited from a collaborative customisation process led by Luca Dini Design and Architecture, together with Heesen’s in-house team. Enhancements include a reimagined main staircase with embedded gold flake acrylic panels, a larger sundeck jacuzzi and a bespoke interior scheme reflecting the owner’s family-oriented lifestyle.
Following sea trials in the North Sea, Solemates will be available for select charter through Luxury Yacht Group.
Heesen Yachts is known for its custom and semi-custom superyachts built in steel and aluminium, typically ranging between 50 and 80 metres. The company says this strategic marketing realignment will allow it to focus on client engagement, design innovation and craftsmanship, while continuing to participate meaningfully in the global show calendar.
