In Focus: Fairline Yachts talks deliveries, demand, sustainability and new craft

Although he describes the market as “beginning to soften back towards pre-covid levels”, with inflation impacting rising costs and Brexit also playing its part, Fairline’s chief executive Paul Grys says the boatbuilder is looking to deliver similar levels of boats in 2023 as it did in 2022 — a significant uptick up on its covid-affected 2020/21 output.

“We are holding margin and continuing to manufacture our yachts to fulfil our existing orders,” says Grys. “It would be fair to say that parts of the supply chain have been patchy, but it is getting much better. This is something that’s affecting everyone in the industry, though, not just us.”

In fact, one of the company’s current challenges is keeping up with demand.

The company has just under 50 dealers throughout its global network (it recently appointed a new dealer for Greece and Cyprus, with a little over 70 sales points within that — some dealers have multiple locations), which means Fairline is currently represented in every territory it would like to be. As Grys puts it: “The extensive interest in our new products is very promising for future orders.”

According to Grys, product innovation is one of Fairline Yacht’s keys to success. “Customers in our market desire the latest products, so it is important that we continue to design and manufacture new products which answer that demand. With every new product, there are learnings from the last and listening to customers and making tweaks provides the best foundation when we are designing our next yacht.”

But, what he is not hearing from customers is a demand for sustainability.

“We’re not seeing a change from our customers about what they are looking for. Fairline currently does not offer a sustainable option within its product range,” Grys says. “We are, however, interacting with key strategic supplier partners and look forward to reviewing more sustainable technologies and opportunities.”

Similarly, the company doesn’t have an end-of-life policy for its product, and Grys reiterates: “our customers aren’t currently asking for sustainability.”

What they are looking for, Grys believes, can be found in the iconic designs.

He says: “Fairline is not a brand that follows trends or fashion. We are always striving to design a yacht that looks as fresh in year ten as it did in year one. Our core values are very important because the whole world of Fairline revolves around the product. I also think our after-sales service is a vital part of that iconic offering. Boats do go wrong, and it’s how you respond to that and how quickly you respond, which is all part of building that premium brand.”

The company started building with GRP in 1967, and “we haven’t found a need to change the way we build Fairline yachts,” says Grys. “We proudly continue to be a British-made, hand-crafted product.”

The company now employs circa 500 employees from its base in Oundle, Northamptonshire, where it builds its motor yachts.

That Fairline enjoys international demand is obvious. It exports around 90 per cent of its annual volume every year. Grys says Fairline’s popularity is because the design strategy is all about connection to water.

He explains that as “ensuring the boat is as light and airy as possible and offers owners easy access to outdoor living space. This commitment is felt through all our products ranges from our F//Line 33 with its innovative fold-down transom to the Targa 45s with their large cockpits.

“Our new products, like the Squadron 58, which will be making its world debut at Southampton International Boat Show this year, boasts twin balconies and an innovative extendable bathing platform.

“We’ve also always had large opening sunroofs, but a more recent focus has been on much larger glazing both in the hull, ensuring the lower accommodation has lots of natural light, but also in the superstructure making the saloons and cockpits open as well. The larger glazing allows light to flood in but also gives that feeling of space being able to get such a wide view of your surroundings from inside.”