Why yacht brands are backing a new Swanwick showcase during SIBS

A collaboration of yacht sales and brokerage businesses based at Swanwick Marina has announced the launch of the Swanwick Yachting Showcase, an appointment-led yachting event taking place from the marina on the River Hamble, 19–27 September 2026. It’s being touted as a ‘more personal and immersive alternative to a larger show format’ that’s ‘free from crowds and queues’.

The showcase falls inside Southampton International Boat Show’s dates of 18-27 September, and features many of the brands that have traditionally helped form the backbone of British Marine’s marina displays.

“There’s real value in seeing a boat away from the crowds of a big show,” explains Vicky Farrow, managing director of Sea Ventures (South Coast). “At Swanwick, buyers can take their time, ask the questions that matter to them, and step aboard, or out on the water, without feeling rushed. It’s a far more relaxed way to get a genuine feel for a boat.”

A fresh approach to yacht buying?

The concept’s been in the pipeline for some time. Ancasta and Clipper Marine separately broke ground in April this year, with Clipper Marine stating ‘rather than exhibiting at the Southampton Boat Show … Clipper Marine has chosen to invest directly in our clients’ experience … By redirecting the significant costs associated with large-scale exhibitions, we are able to offer enhanced value, more competitive opportunities and a truly personalised service.’

Ancasta spoke about offering a private, appointment-led yacht event following the success of its previous autumn and spring shows. It said it was creating the time and space for visitors to engage deeply with each model and that the company was working closely with its shipyard partners, to present a strong cross-section of its portfolio. At the time it was MIN’s understanding that the two companies were acting independently to one another.

Brands exhibiting at Swanwick Yachting Showcase

Now both businesses, and others, are preparing to open their doors, this September.

The showcase is set to feature the latest models from Beneteau Power and Sail, Lagoon Catamarans, Prestige Motor Yachts, Dufour Yachts, Rhéa Marine –  Motor Yachts, Bavaria Sailing and Motor Yachts, Regal Boats, Bali Catamarans, Greenline Yachts, Excess Catamarans, Sanlorenzo, Bluegame, and Jeanneau Sail and Motorboats, alongside a selection of immediately available pre-owned yachts.

Matthew Shave, CEO of Ancasta Group, believes the showcase will offer a far more meaningful and informed purchasing experience.

“We’ve seen a clear shift in buyer expectations, with clients increasingly seeking a more private and personalised environment in which to evaluate their options,” he says .

Swanwick showcase and SIBS both in autumn sales season

While the timing of the event might raise a few eyebrows, the collective says the showcase has been deliberately timed to coincide with the traditional autumn sales season while offering a distinctly different customer experience. And, it’s not so long ago that transport was offered between SIBS and – for example – Swanwick’s used boat show, with visitors encouraged to make the most of both.

Earlier this week MIN sat down with new British Marine CEO, the pragmatic Earle Stanner and put some of the industry concerns to him as sector commentary about the expense of exhibiting at SIBS –  and dilution of core ethos of the show – continue.

He says that he doesn’t see events like these as an existential threat to the boat show. “I see it as people trying different things.

“We’ve got to be realistic and say that this is not the market that it was two years ago. You’ll see people going off and trying different things. Adversity drives innovation and that’s what they’re trying to do.”

Stanner adds that British Marine is focusing on bringing in “the right type of buyers for the brokers and dealers that are trying to sell boats,” to SIBS.

“Do we think we can change things around for the future to make it a little bit better? Yes, we do.” Check out the SIBS website for more information about the sailing brands which are exhibiting.

Exhibitor, buyer and marina expectations

“Having multiple leading brands and a strong brokerage selection in one location also gives buyers the opportunity to compare options side-by-side and make decisions with confidence,” says Chris Warwick, managing director of Universal Yachting.

He makes a valid point highlighting one of the key economic drivers behind boat shows. Their value comes not simply from attracting buyers, but from assembling competing brands in one place, allowing visitors to make direct comparisons. However, as sailing brands cluster elsewhere, the incentive for those still exhibiting at SIBS will diminish, creating a cycle in which each brand’s departure makes the alternative format more attractive.

Meanwhile, Andy Lewis sales and marketing director for Premier Marinas (which owns Swanwick Marina), is keen to point out that “Premier Marinas is still very much at SIBS.”

He says that “while we are supportive of our tenants and what they’re doing, as the leading marina group, we continue to support the Southampton show.”

Within this he notes that Premier’s annual customers are all being offered free tickets to SIBS.

Regional showcases continue to gain momentum

In March 2025, then marketing director for MDL Marinas Tim Mayer wrote an op-ed for MIN, arguing the benefits of regional boat shows to the wider marine economy –  like the South Coast Boat Show (SCBS) held at Ocean Village –  and noted the rise in this type of event isn’t about competing with established international exhibitions, it’s about complementing them.

“The marine industry benefits from a diverse ecosystem of events that serve different purposes and audiences. The prestigious international shows like the Southampton International Boat Show continue to play a vital role in showcasing innovation and raising the industry’s profile,” he said.

But at events like SCBS, he said the the value proposition has proved compelling.

“Lower participation costs translate to better returns, while the higher concentration of qualified buyers means sales teams can focus their efforts on prospects with genuine purchase intent. This efficiency is particularly valuable for local and regional brands that may find themselves overshadowed at international events.”

Sea trials become a key selling point at Swanwick showcase

One of the draws of the new Swanwick showcase is that prospective owners are being offered sea trials on selected models.

“The option of sea trials is particularly important because nothing compares to experiencing a yacht on the water,” notes Ben Nichols, UK sales director at Clipper Marine. “It allows clients to understand how a yacht handles, appreciate the onboard environment and truly picture themselves and their families enjoying time afloat.”

He adds that: “Today’s buyers are incredibly well informed before they arrive, but they still value the opportunity to spend time onboard, explore different layouts and discuss their requirements with those [dealers] that know the models, or individual boats, the best. This [new] format allows for exactly that.”

“The appointment-led nature of this event allows us to spend quality time with prospective owners, answer questions in detail and provide honest, expert guidance throughout the decision-making process,” continues Warwick.

Shave concludes: “Purchasing a yacht is a significant decision and one that deserves time and consideration … the Swanwick Yachting Showcase has been designed around that need.”

More details are available on the showcase’s website.

Whether the Swanwick Yachting Showcase proves to be a one-off collaboration or a yearly event remains to be seen. But with exhibitors looking ever more closely at return on investment and buyers demanding a different purchasing experience, the debate over what a successful boat show should look like is unlikely to fade any time soon.