Yanmar announces first marine dealer flagship store

Yanmar Marine International has named Dutch diesel engine specialist Abma’s Jachtwerf as its first Yanmar dealer flagship store.

Yanmar’s strategic model store in the Netherlands is a new 6,609sqm facility, specifically designed to showcase the full extent of the Yanmar marine brand.

Located within one of the country’s main sailing hubs in Friesland, Abma’s facility is outside the Sneek city centre, beside the main waterway and close to Yanmar Europe in Almere.

The company says it selected Abma’s Jachtwerf for development into the world’s first YMI dealer flagship store to increase brand awareness in the region and provide an example of store branding design.

Abma’s Jachtwerf, which specialises in diesel technology and the installation and maintenance of a range of onboard systems, was founded in the early 1960s by the Abma family. It has been a Yanmar dealer for more than 50 years and is YMI’s largest dealer in the Netherlands. The move to improved premises in the new central location resulted in a significant increase in sales of Yanmar engines and parts, says the company.

Abma’s Jachtwerf is co-directed by father and son, Ron and Lars Walta.

“We are very proud to become the first YMI Flagship store and to strengthen our long relationship with Yanmar,” says Lars Walta. “Starting with PMX and YS series, we have witnessed the evolution of Yanmar engines up to today’s common-rail diesel technology. Yanmar is part of our DNA.

“At our new location, we can provide our customers and partners with a full-service package. The store looks beautiful and customers are delighted when they enter and see what we present regarding Yanmar engines, parts, know-how and overall experience. We have increased our stock in parts and engines massively to meet the demand. Our hope is that other dealers can see the possibilities and follow our example to provide a positive development for the Yanmar brand.”

The Abma’s store was designed in cooperation with Yanmar’s design strategy office and includes a showroom with parts collection and engine showcase, meeting room, reception area, engine parts display board and customer meeting space. There is also a harbour with 35 berths, two boat lifts of 20t and 40t, and 60 parking spaces.

Floris Lettinga, sales and marketing director, YMI, says: “We are delighted with the development of the Abma’s Jachtwerf Yanmar flagship store – an impressive facility that will serve as a role model for other locations in Europe. This store was not just about showing Yanmar’s presence in this specific business area, it also provides a sense of identity for the brand, strengthening Yanmar’s brand in the surrounding market.”