Al Ries was right when he spoke about the Law of Duality, stating that: In the long run, any market turns into a two-horse race.
On one side, we have boatyards acquiring other yards and expanding their offerings by diversifying their brands.
For instance, Azimut has grown significantly over time in terms of size offerings: back in the early 80s, they produced the AZ 25, a boat under 8 meters. Today, their smallest model is a 42-footer, while their largest (the Grande line) offers yachts up to 38 meters. And if you want to go even bigger, Benetti is ready to take over.
Similarly, Sanlorenzo has expanded with Bluegame (and perhaps Nautor?) and ISG with brands like Picchiotti, Admiral, Tecnomar, Tecnomar for Lamborghini 63 (considered a standalone brand), and Perini.
Then there’s the Ferretti Group, with its constellation of brands. Over the years, Ferretti has been the most dynamic in terms of acquisitions, sales, and strategic exits: have you noticed that Wally, Itama, Pershing, Ferretti Yachts, Custom Line, CRN, and Riva are all listed on the official group website, while Mochi Craft—a popular choice about 20 years ago for its colorful lobster boats—is no longer visible despite still being part of the group (as mentioned on the Mochi website)?
The fact remains: while the players retain many pieces, their numbers are shrinking.
This trend is well-established now, and what’s currently shifting is the consolidation of suppliers and accessory manufacturers.
Quick has become a group with a catalog as thick as the famous Osculati’s (for those who remember, it resembles a printed phone directory—an obsolete product today).
Limiting ourselves to brands that sell not only B2B but also to potential end-users, Quick includes Sigmar Marine, Sanguineti Chiavari, Nemo Industrie, and Xenta System.
On the other side, Mase, Gen Set, HP Watermakers, and Besenzoni have created “Together We Boat!”—a brand (as acknowledged by its creators) aimed at offering commercial partners a broader and more appealing product portfolio: generators, watermakers, gangways, etc.
So, will this end up being another Apple vs. Samsung scenario on the waves as well?
The question is: what should the smaller players do now? Should they also aggregate or differentiate even more?
If you want help in formulating the right answer for your situation, book a free one-hour consultation by emailing info@lliquida.com. You could become the next leader of a new reality
