What Bates Wharf does

Bates Wharf Marine Sales Ltd is a UK-based, family-owned boat dealer and yacht broker operating through four physical showrooms: Chertsey, Surrey (head office on the River Thames), Eastbourne (Sovereign Harbour), Southampton, and Poole. Founded circa the 1920s and continuously family-held for over 100 years, the company originally supplied defence vessels to the UK Ministry of Defence during World War II. It now functions as a multi-brand marine retail platform representing nine brands across recreational, performance, luxury, electric, and houseboat categories: Azimut Yachts (Italian luxury motor yachts; official UK home), Bayliner, Beneteau Antares, Bluefield Floating Homes, Brig Rigid Inflatable Boats, IRON Boats (Swedish performance RIBs), Kawasaki Jet Ski personal watercraft, RAND Boats (Scandinavian electric/hybrid cruisers), and Virtue Yachts. Pricing spans from approximately £8,995 inc VAT for entry-level boats to €2,967,000 for Azimut Seadeck 6 superyachts.

The revenue model combines new boat retail (one-time unit sales, broadest span), pre-owned boat brokerage (commission-based), parts and accessories through a dedicated parts website, servicing and maintenance at the Chertsey service centre (including mooring), FCA-authorised consumer finance brokerage (FRN 671051; commission), and an extended warranty referral partnership with Boats & Yachts Warranty covering up to 20 years. Distribution is exclusively direct through the four UK showrooms plus the website, supported by SEO, an email newsletter, attendance at boat shows (e.g., Boat Fest South), and Google Reviews presence. The core go-to-market is enterprise field sales: guided purchase journeys with on-water demonstrations, part-exchange assessment, financing support, and full after-sales lifecycle service. There is no proprietary technology platform or disclosed AI/ML capability; the business is operationalised through traditional retail brokerage workflows.

Customer segments are diverse: individual/family recreational boaters (primary), angling and fishing enthusiasts, luxury yacht purchasers (HNW individuals), and floating home buyers seeking holiday accommodation or investment exposure. The competitive position rests on over a century of brand trust, exclusive Azimut UK distribution rights, multi-location geographic coverage of the UK's principal boating regions, and the ability to wrap the transaction in financing, warranty, service, mooring, and parts. The company is a full member of the British Marine Industry trade association.

Name

Bates Wharf

Legal name

Bates Wharf Marine Sales Ltd

Website

https://bateswharf.co.uk

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

11–50 employees

Short description

Bates Wharf Marine Sales Ltd is a UK family-owned boat dealer and yacht broker operating four showrooms (Chertsey, Eastbourne, Southampton, Poole) representing nine brands including Azimut Yachts, Bayliner, Beneteau Antares, IRON Boats, and RAND electric boats, serving individual recreational buyers, anglers, luxury yacht purchasers, and floating home buyers across Britain.

Ownership category

akta.pro rank

Product category

Marine Retail and Yacht Brokerage

NAICS

Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Day Cruiser, Bowrider & Runabout Manufacturing (IMAJAEAI)

Keywords

• Boat dealership
• Yacht brokerage
• Marine sales
• Boat servicing
• Floating homes

Headquarters

HQ city

Chertsey

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. New Boat Sales: Sales of new boats from premium brands including Azimut, Bayliner, Beneteau, Brig, IRON Boats, Kawasaki Jet Skis, and Rand electric boats. Revenue generated from direct retail sales at published price points.
2. Used Boat Brokerage: Brokerage services for pre-owned vessels including valuation, handover management, legal paperwork handling, and vetting for mechanical and cosmetic condition. Commission-based model for selling boats on behalf of customers.
3. Parts and Accessories: Sales of boat parts, accessories, and components through their parts website (bateswharfparts.co.uk) and at physical locations.
4. Service and Maintenance: Boat servicing, repairs, valeting, winterisation, and maintenance services at their Chertsey service centre. Includes mooring facilities.
5. Finance Commission: Bates Wharf Marine Sales Ltd is authorised by the Financial Conduct Authority (FRN 671051) and acts as a broker not a lender, earning commission on finance arrangements for boat purchases.
6. Extended Warranty Partnerships: Partnership with Boats & Yachts Warranty to offer extended warranty plans, earning commission on warranty product sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Bates Wharf is a multi-brand boat dealer and yacht broker selling new and pre-owned boats from nine premium brands across four UK showroom locations. The company delivers an end-to-end purchasing journey including on-water demonstrations, part-exchange assessments, FCA-authorised finance broking, brokerage services for used boats, and after-sales support through its Chertsey service centre, parts platform, mooring facilities, and extended warranty partnerships.

Product overview

Bates Wharf is a leading UK boat dealer and yacht broker operating as a multi-brand marine sales platform. The company represents nine boat brands: Azimut Yachts (Italian luxury motor yachts - official UK dealer), Bayliner (recreational bowriders and cruisers), Beneteau Antares (luxury outboard powerboats), Bluefield Floating Homes (luxury houseboats), Brig Ribs (rigid inflatable boats), IRON Boats (Swedish performance RIBs), Kawasaki Jet Ski (personal watercraft), RAND Boats (Scandinavian electric cruisers), and Virtue Yachts. Services include boat brokerage, servicing and maintenance at Chertsey marina, parts supply, mooring facilities, and extended warranty programs. The company operates from four UK locations: Chertsey (head office on River Thames), Eastbourne, Southampton, and Poole.

Differentiator

Problem solved

Functional benefit

Products and services

• Azimut Yachts Italian luxury motor yachts and superyachts from Azimut Yachts offered to UK buyers, featuring cutting-edge design, carbon-fibre construction and hybrid propulsion. Models include Seadeck, Atlantis, Verve, Magellano, S Series, Grande and Fly Series with prices from €2,967,000 exc VAT.
• Bayliner Boats Globally recognised recreational brand offering bowriders, cuddy cabins, deck boats and sport cruisers with stable hulls and Mercury engines. Models include Element, VR Series, C Series (e.g., C21 cuddy) and 200-300 series, priced from approximately £22,500 inc VAT.
• Beneteau Antares Powerboats Premium compact outboard powerboats from Beneteau with enclosed wheelhouses and sleek styling, available in Cruising and Fishing versions. Models span Antares 7 to Antares 12, priced from approximately £49,995 inc VAT to £499,950 inc VAT.
• Bluefield Floating Homes Luxury floating homes built by specialist designers, architects and engineers, available as holiday homes, home offices or investment opportunities. Configurations include C Series (C250, C310, C500), M Series (M250, M350, M500) and R Series (R500, R750).
• BRIG Rib Powerboats
• IRON Boats Swedish-designed RIB-like boats with rigid plastic collar featuring in-built air pockets and 23° deep-vee race-crafted hulls. Models include 647, 707, 767 (European Powerboat Award shortlist 2024), 827 and flagship 907, fitted with Mercury outboards and Simrad navigation as standard.
• Kawasaki Jet Ski Personal Watercraft
• RAND Electric Boats
• Virtue Yachts
• Boat Brokerage Services
• Boat Servicing and Maintenance
• Boat Parts and Accessories
• Extended Warranty Plans
• Part Exchange Service
• Mooring at Chertsey Marina
• Finance Broking

Quantifiable outcome

• Over 100 years in British marine industry
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Azimut YachtscoreChannel Partner/ Reseller/ DistributorOfficial UK home and authorised dealer/service centre for Azimut Yachts. Provides exclusive access to Italian luxury motor yachts and superyachts in the UK market, including Seadeck, Atlantis, Verve, Magellano, S Series, Grande, and Fly Series models.
• BeneteaucoreChannel Partner/ Reseller/ DistributorUK dealer partner for Beneteau powerboats and sailing yachts, specifically the Antares range of compact outboard powerboats. Beneteau reports 80,000 satisfied owners worldwide.
• BaylinercoreChannel Partner/ Reseller/ DistributorUK dealer for Bayliner boats including Element, VR Series, Cuddy, V Series, and 200-300 series models.
• IRON BoatscoreChannel Partner/ Reseller/ DistributorUK dealer for IRON Boats - innovative Swedish RIB-like boats with rigid collar design. Models include 647, 707, 767, 827, and flagship 907. Developed by IRONBROTHERS in partnership with Mannerfelt Design Team.
• BRIG Rib PowerboatsminorChannel Partner/ Reseller/ DistributorUK dealer for BRIG rigid inflatable boats including Eagle and Navigator series.
• Rand BoatsminorChannel Partner/ Reseller/ DistributorUK dealer for Rand electric boats - Scandinavian-designed electric and hybrid-powered river cruisers including Picnic, Breeze, Source, Mana, Play, Spirit, Roamer, Leisure, and Escape models.
• Bluefield Floating HomesminorChannel Partner/ Reseller/ DistributorPartnership offering luxury floating homes/houseboats including C Series, M Series, and R Series models. Marketed as holiday homes, home offices, or investment opportunities.
• Virtue YachtsminorChannel Partner/ Reseller/ DistributorLatest brand addition - UK dealer for Virtue Yachts including V10 Open, V10 Top, and V10 Cabin models.
• Kawasaki Jet SkisminorChannel Partner/ Reseller/ DistributorUK dealer for Kawasaki personal watercraft including STX160, STX 160LX, and SX-R 160 models.
• Boats & Yachts WarrantyminorGTM or Marketing PartnerPartnership offering extended warranty plans for boats and yachts. Bates Wharf recommends their extended warranty plans to customers for mechanical breakdown protection up to 20 years.
• Mannerfelt Design TeamminorStrategic or Co-development PartnerPartnership with Okke and Ted Mannerfelt for hull design of IRON Boats. Knowledge from powerboat racing success applied to create fuel-efficient hulls.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• MarineMax: Largest US recreational boat and yacht retailer with global brand partnerships. Comparable as the international benchmark for premium multi-brand boat retail at scale, providing a strategic exit/multiples comparable for any UK consolidator evaluating Bates Wharf.
• Fairline Yachts: UK luxury motor yacht manufacturer with dealer network. Bates Wharf currently lists a Fairline Targa 44 for sale, demonstrating overlap in the brokerage and mid-range luxury segments where both brands compete for similar buyers.
• Princess Yachts: Plymouth-based luxury motor yacht manufacturer whose vessels are listed for sale on Bates Wharf's website (e.g., Princess 65). Comparable as a UK luxury yacht brand with similar premium customer demographics, though primarily a manufacturer rather than dealer.
• Sunseeker: UK luxury motor yacht manufacturer with its own dealer network and London sales office. Comparable as a UK luxury yacht operator; while primarily a manufacturer, its London showroom overlaps with Bates Wharf's luxury distribution role.

Direct peers

• OneWater Marine: UK's largest publicly listed boat retailer group (formerly known as Boatman Holdings/Marston's Marine) operating multiple premium brand dealerships across the UK. Comparable as the consolidator of UK multi-brand boat dealerships, directly competitive with Bates Wharf in luxury and recreational segments.
• Ancasta International Boat Sales: Large UK multi-brand boat dealer and broker with locations across the South Coast and Mediterranean, representing Beneteau, Lagoon, and other premium powerboat/sailing brands. Directly comparable to Bates Wharf as a multi-brand UK boat retailer with overlapping Beneteau franchise.
• Burgess Yachts: Global luxury superyacht broker and dealer with London office. Comparable to Bates Wharf's yacht brokerage and Azimut superyacht sales activity in the HNW segment, particularly for brokerage commissions on pre-owned luxury vessels.
• Camper & Nicholsons: International luxury yacht sales, charter, and management company with strong UK presence. Comparable to Bates Wharf's luxury yacht brokerage and sales activity for HNW clients seeking superyacht acquisition services.
• Clipper Marine: UK yacht broker and dealer operating on the South Coast with new/used boat sales and brokerage. Comparable as a competing UK multi-brand yacht broker in overlapping geographies (particularly Southampton/South Coast).
• Boats.co.uk: Large UK online boat marketplace and dealer with physical showrooms, selling new and used boats across multiple brands. Directly comparable to Bates Wharf's e-commerce and showroom-driven multi-brand retail model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BatesWharf
• Facebookfacebook.com/BatesWharf
• LinkedInlinkedin.com/company/bates-wharf-marine-sales-limited

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bates Wharf