Sanlorenzo yacht fleet; photo: Guillaume Plisson for Sanlorenzo

Since Italian Yacht builder Sanlorenzo acquired Hong Kong headquartered Simpson Marine from founder Mike Simpson in March this year, the 40-year-old yacht distributor and services company has been very busy in the Asia-Pacific region.

Simpson Marine recently unveiled a strategic expansion into Vietnam through a partnership with yacht brokerage O2H2O Vietnam and SS&Sons Group, which represents prominent luxury brands and will become the official partner for Sanlorenzo, Bluegame and Fairline in Vietnam.

The Sanlorenzo 50Steel, a new superyacht model for the yard, launched in Italy in May this year

This expansion comes as leisure-boating and elevated lifestyle gain traction in Vietnam. Key industry players are beginning to invest in local operations and marinas in important locations, including Ho Chi Minh City and Nha Trang. Opportunities for new marinas to be built could also position Vietnam as a popular yachting destination in Asia.

Vietnam’s marine scenery holds much potential for an emerging boating lifestyle

With a coastline spanning 3,260km, Vietnam boasts 2,800 islands. Picturesque bays, vibrant culture, and famous destinations like Ha Long Bay are ripe with cruising potential. Simpson Marine is driving growth in the country by working with local marine-industry organisations.

Reducing import taxes and complex registrations could speed growth and allow more Vietnamese to enjoy the boating lifestyle, the company surmises, echoing the progress made in neighbouring Thailand and Hong Kong.

Simpson Marine will open an office in Ho Chi Minh later this year

“Together with O2H2O Vietnam, we will unlock the full potential of Vietnam’s yachting industry, leveraging on their local expertise, experience and passion for bespoke luxury and yachting,” said Simpson Marine’s Chief Operating Officer, Richard Allen.

The expansion will see a new office open in Ho Chi Minh City’s business district this autumn that will serve as a hub for yacht sales, charter services and customer support. O2H2O’s founding partner, Alexandre Heng, said he shared a common vision with Simpson Marine to spread yachting culture to Vietnam’s beautiful coastline “by offering the best world-class yacht brands and nautical lifestyle experience.”

The Vietnam announcement furthers Simpson Marine’s plans for growth into emerging markets in the Asia-Pacific under its ownership by Sanlorenzo. Sanlorenzo Asia, a division of Simpson Marine, is making broader waves in the region with a significant expansion of its operations.

The company has announced the transformation from Sanlorenzo Asia into Sanlorenzo Asia-Pacific, as it ventures deep into the Australian and New Zealand markets. At the heart of this expansion is a new sales office at Jones Bay Wharf in Sydney, Australia.

This strategic location positions Sanlorenzo well to tap into Australia’s burgeoning superyacht market, which has been riding a wave of growth fuelled by economic prosperity and a passion for maritime luxury. Offering an ideal backdrop for yachting are the unparalleled cruising grounds of the Great Barrier Reef, Whitsundays, and the Kimberley region.

Joachim Howard, newly appointed as Simpson Marine Australia Country Manager, will spearhead the company’s efforts in the region. Howard’s expertise in new and brokerage yacht sales, charter and services is expected to be crucial in navigating the unique preferences of Australian and New Zealand yacht enthusiasts.

“We see immense potential in Australia as the Sanlorenzo Pacific hub,” added Nick Stratton, who is Chief Sales Officer of Simpson Marine Group. “Our tailored approach to yacht design and craftsmanship resonates with clients seeking bespoke solutions.”

Sanlorenzo Asia-Pacific, a division of Simpson Marine, will make a splash in Sydney with Australia’s first Bluegame BGX63 

Sanlorenzo is set to make a splash with the arrival of two notable vessels in Sydney: Australia’s first Bluegame BGX63 and the Sanlorenzo SD90. These luxury craft will be officially unveiled alongside the grand opening of the Sanlorenzo Australia office later this year. Sanlorenzo’s local team officially launched the market expansion at the Sydney International Boat Show 2024 (August 1-4).

Additionally, a major activation featuring Sanlorenzo and Bluegame yachts is planned for later in the year, offering clients a firsthand experience of the Sanlorenzo Group vessels.

Meanwhile, earlier this summer Simpson Marine became the exclusive dealer for Axopar Boats in Hong Kong and Mainland China. This expansion follows Simpson Marine’s recent appointment as Axopar’s official dealer in Indonesia.

Simpson Marine is the exclusive Axopar dealer in Hong Kong, China and Indonesia for models like the 45 Sun Top 

The partnership capitalises on Hong Kong’s status as Asia’s yachting hub, boasting a 465km coastline and 13,000 registered pleasure boats. Allen expressed enthusiasm: “In Hong Kong, there are already a few Axopar boats in operation, including my own Axopar 37 Sun Top. We will build upon the success of ‘day boating’ here to drive interest and sales for Axopar in Hong Kong.”

Allen said Simpson Marine has seen rapid growth in leisure boating in China since opening an office in Sanya 12 years ago. Today, hundreds of boats go out daily in Sanya for short day trips, he added.