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Home > Dorset Chamber News > Sunseeker’s latest ‘Beach Club’ success

Sunseeker’s latest ‘Beach Club’ success

Posted on: 24/07/2020

New Product Development (NPD) is the lifeblood of companies like Sunseeker; designing, engineering and manufacturing cutting-edge yachts that fire the imagination of wealthy owners who can afford to buy anything.

But given the turmoil and uncertainty of recent months, this surely has to be placed on the back-burner? No one would notice if that paused for a year or two? Would they?

The pressures on all businesses, large and small, are immense at the best of times, let alone during a pandemic that will be recorded in history as one on the most disruptive economically of all time.

Sunseeker is not immune to those forces and is only now re-starting full production after temporarily closing in response to HM Government guidelines. Prioritising what to spend working capital on is not an exact science so committing to continue with up to £60 million of investment over four years is not insignificant.

Its importance is most readily understood however when exhibiting at the next boat show or presenting to a client here in Poole. What drives our market is an insatiable appetite for innovation, whether that be performance, efficiency, comfort, entertainment or safety; the client is prepared to spend considerable sums to buy the very best, manufactured here in Dorset by an incredibly talented team, passionate about the smallest of details.

Since Sunseeker announced the launch of its new reimagined ‘Beach Club’ concept, there has been unprecedented interest from customers, keen to learn how this single innovation will revolutionize their time onboard. For many owners, being as close to the water as possible is a primary driver for owning a yacht. As yachts get larger however, the space afforded to this key entertainment area has not always been considered and proportional, until now.

By reimagining the transom design of its all-new revolutionary 87 Yacht, the new footprint allows for plentiful storage of a large jet-tender, jet-skis, Seabobs and other PWC, all launched via the integrated hydraulic bathing platform. Ease of access to the water is afforded via the optional hydraulic ladder gangway whilst Sunseeker’s innovative X-TEND convertible seating takes centre stage. Measuring a staggering 6m x 4m, approximately four times the size of competitive platforms, the ‘Beach Club’ transforms the area in to a remarkable private beach complete with built-in BBQ, overhead rain shower and AV options.

Andrea Frabetti, CEO at Sunseeker International, commented: “Our all-new ‘Beach Club’ concept heralds an entirely new design direction for us, offering customers a significant new space close to the water and transforming the traditional bathing platform design. Innovation is at our core and we strive every single day to deliver remarkable ideas that surprise and delight. We are very excited about our upcoming launches which feature cutting-edge designs, world-class engineering solutions and incredible features that our customers are simply going to love.”

So, whilst ultimately everything we do is client and market driven, there is a much wider benefit to the investment we make in innovation which supports our brand reputation, UK exports/revenue, our supply chain and ultimately jobs in Dorset. Oh, and we love what we do!


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