Cruisecraft Boats

What Cruisecraft Boats does

Cruise Craft Boats is a privately held Australian manufacturer of premium fibreglass trailer boats, owned by The Nichols Group and headquartered at 35 Alexandra Place, Murarrie, Queensland. Operating continuously since founder Roy Nichols established Nichols Bros. in 1946, with the Cruise Craft brand launched in 1960 and the first fibreglass hull produced in 1967, the company designs and builds three families of boats out of a single domestic factory: Centre Console (Fish 360 S, Fish 360 M with 360-degree deck space), Soft Top (Outsider 635, Explorer 635), and Hard Top (Outsider 635 HT, Explorer 635 HT, E695HT, and flagship E770HT). Boats are powered exclusively by Yamaha outboards, with every engine/hull combination power-matched at Yamaha's Brisbane facility, and integrated with Garmin electronics, Fusion audio, FLIR thermal cameras, and CAD-matched Easytow trailers.

The business earns revenue primarily through one-time sales of premium fibreglass boats, custom-matched trailers, and an extensive range of optional accessories (electronics packages, fishing equipment, SeaDek flooring, upholstery, anchoring and lighting systems), supplemented by merchandise and parts through an online store. Pricing is not publicly disclosed and is set through an exclusive nationwide authorized dealer network spanning Queensland, Victoria, New South Wales, Western Australia and South Australia, which handles configuration, demonstrations, financing referrals and after-sales support. Customers are predominantly Australian recreational fishing enthusiasts and family boaters, with a smaller semi-professional angler segment; engagement is reinforced through the factory-backed Team Cruise Craft events circuit, Cruise Craft TV video content, and multi-platform social media. The company continues to celebrate its 80-year heritage while investing in manufacturing capacity and a next-generation E-series hull platform.

Name

Cruisecraft Boats

Legal name

Cruise Craft Boats

Website

https://cruisecraft.com.au

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

51–100 employees

Short description

Cruise Craft Boats is a privately held Australian manufacturer of premium fibreglass trailer boats, owned by The Nichols Group and operating from Murarrie, Queensland. It sells Centre Console, Soft Top and Hard Top models exclusively through a nationwide authorized dealer network to recreational fishing enthusiasts and family boaters, paired with Yamaha, Garmin and Easytow integrations.

Ownership category

akta.pro rank

Product category

Recreational Boats

NAICS

Boat Building (336612)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Recreational Fishing & Sportfishing Boat Manufacturing (IMAJAEAH)

akta.pro secondary industry

Semi-Custom & Series Production Yacht Manufacturing (IMAJAEAM)

Keywords

• Fibreglass trailer boats
• Recreational boat manufacturing
• Centre console boats
• Hard top cabin boats
• Offshore fishing boats

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Boat Sales: Primary revenue from selling premium fibreglass trailer boats including Centre Console, Soft Top, and Hard Top models
2. Custom Boat Trailers: Custom EasyTow galvanised and aluminium trailers matched to suit each boat model
3. Custom Options and Accessories: Extensive range of optional extras including electronics packages, fishing equipment, audio systems, lighting, anchoring systems, SeaDek flooring, and comfort accessories
4. Merchandise and Parts: Online store selling apparel, parts, accessories and decals for boat owners

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Cruise Craft Boats designs, manufactures, and sells premium Australian-made fibreglass trailer boats organised into Centre Console (Fish 360 S, Fish 360 M), Soft Top (Outsider 635, Explorer 635), and Hard Top (Outsider 635 HT, Explorer 635 HT, E695HT, E770HT) ranges. Boats are powered by Yamaha outboard engines and complemented by custom-matched Easytow trailers, Garmin electronics packages, SeaDek flooring, and a wide range of custom options and accessories, sold exclusively through an authorised Australian dealer network.

Product overview

Cruise Craft Boats is an Australian fibreglass trailer boat manufacturer established in 1946, operating under The Nichols Group. The company produces a portfolio of premium boats organized into three main series: Centre Console (Fish 360 S and Fish 360 M with 360-degree deck space), Soft Top (Outsider 635 and Explorer 635 with cabin configurations), and Hard Top (Outsider 635 HT, Explorer 635 HT, E695HT, and flagship E770HT). All boats are powered by Yamaha outboard engines with Helm Master EX control system integration. The product ecosystem extends beyond boats to include custom Easytow trailers (galvanised and aluminium options), SeaDek non-slip flooring, Garmin marine electronics packages, Fusion audio systems, and extensive custom options. The company maintains a strong dealer network across Australia and operates Team Cruise Craft, a factory-backed owner community with events circuit.

Differentiator

Problem solved

Functional benefit

Products and services

• Fish 360 S A 5.68m centre console fishing boat with 360-degree unobstructed deck space, built on the proven 568 hull, designed for shallow creeks, mangrove-lined rivers, open bays, and offshore fishing, integrated with Yamaha outboard power.
• Fish 360 M A centre console sportfishing boat delivering 360 degrees of unobstructed deck space for serious fishermen, with sharp bow entry for a dry ride and maximum cockpit room, built on the 568 hull platform.
• Outsider 635 A 6.35m soft top cabin boat offering comfortable seating, abundant features, a luxurious cabin, and exceptional overall performance, suitable for family cruising and weekend getaways.
• Explorer 635 A 6.35m soft top cabin boat designed for inshore and offshore fishing while remaining flexible enough for family use, with a sportier look than the Outsider, maximum deck space for fishing, and overnighting capability.
• Outsider 635 HT A hard top version of the Outsider 635 built for durability and versatility in all weather conditions, suitable for leisurely cruises and serious offshore fishing trips.
• Explorer 635 HT A hard top model designed for serious fishermen and explorers, providing additional space and options to make the offshore experience or overnighting easier and more comfortable.
• E695HT A next-generation hard top boat featuring the CCB PanaView Windscreen, fibreglass moulded side/dive door, dual fuel fillers, central 45L live bait tank, and the newest generation Cruise Craft hull design.
• E770HT The flagship Cruise Craft model featuring a spacious deck for fishing, comfortable seating, an updated cabin area, and a completely redesigned helm, representing the pinnacle of Cruise Craft engineering.
• Easytow Galvanised Trailer Custom galvanised boat trailer matched to suit each Cruise Craft boat, featuring Goodyear/Dunlop tyres, LED lights, NSK bearings, a Drive-On Guidance System, and stainless steel components.
• Easytow Aluminium Trailer Lightweight aluminium boat trailer with independent torsion bar suspension, vented rotors, and brushed alloy guards for weight reduction and fuel efficiency.
• SeaDek Marine Flooring Non-slip marine flooring offered in various colours including Storm Grey, Mocha, Dark Grey, Midnight Black, and custom patterns, available with standard layout or 50mm/100mm planking options.

Quantifiable outcome

• 80 years in business as of 2026
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Yamaha Motor AustraliacoreStrategic or Co-development PartnerLong-standing partnership with Yamaha for outboard engines. All new Cruise Craft and Yamaha combinations are tested at Yamaha's Brisbane facility for power matching - determining optimum propeller, engine height and rigging setup. Yamaha Helm Master EX boat control system is integrated into Cruise Craft boats.
• Garmin Marine ElectronicscoreTechnology or IntegrationPreferred marine electronics partner offering integrated electronics packages for Cruise Craft boats. Garmin provides GPS/chartplotters, sonar, radar and communication systems as optional extras.
• Easytow Boat TrailerscoreStrategic or Co-development PartnerCustom boat trailers designed and manufactured specifically to suit each Cruise Craft model. Easytow has been producing custom trailers since 1965, using CAD design with specific hull measurements for perfect boat matching.
• Wilson FishingminorGTM or Marketing PartnerTeam Cruise Craft sponsor providing fishing tackle products for events and promotional activities. Australian family-owned wholesale fishing tackle supplier founded in 1946.
• Ariat AustraliaminorGTM or Marketing PartnerTeam Cruise Craft sponsor providing headwear for team members. International company committed to innovation, quality, integrity, teamwork and respect.
• Liquor LegendsminorGTM or Marketing PartnerTeam Cruise Craft sponsor. Australian independent liquor retail group with over 370 stores across the country, community-focused local bottle shops.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Quintrex: One of Australia's largest aluminium and fibreglass trailer boat manufacturers, competing head-to-head with Cruise Craft across fishing, family, and offshore segments through a national dealer network. Highly comparable product portfolio, customer base, and Australian-made positioning.
• Stacer: Australian trailer boat manufacturer offering aluminium and fibreglass boats across fishing, family, and bowrider segments. Direct competitor in the same price and use-case tiers as Cruise Craft, with similar Australian dealer distribution.
• Haines Hunter: Long-established Australian fibreglass boat builder with sportfishing and family models sold through Australian dealers. Comparable heritage positioning, fibreglass construction, and offshore fishing orientation.
• Bar Crusher: Australian manufacturer of plate aluminium fishing boats sold nationally, competing in the serious offshore fishing segment. Comparable Australian-made premium positioning and dealer-led GTM.
• Whittley Boats: Australian fibreglass boat builder focused on family and offshore fishing boats distributed through Australian dealers. Overlaps Cruise Craft on cabin, soft-top, and fishing segments.
• Northbank Marine: Australian trailer boat manufacturer producing fibreglass fishing and family boats. Comparable scale, distribution model, and product use cases in the Australian recreational marine market.
• Tournament Boats Australia: Australian builder of tournament-grade sportfishing boats with strong offshore fishing pedigree. Comparable premium positioning and offshore fishing target segment.

Broad incumbents

• Sea Ray: Global incumbent recreational boat builder with extensive bowrider, sport boat, and cruiser lines. Overlaps Cruise Craft on recreational fibreglass boat categories, though at broader scale and global distribution.
• Riviera Australia: Largest Australian luxury motor yacht builder with much larger scale and broader portfolio. Comparable Australian premium marine manufacturing heritage, but operates in a larger vessel segment than Cruise Craft.

Others

• Brisbane Yamaha: Not a boat manufacturer, but operates Yamaha's Brisbane facility used by Cruise Craft for power-matched engine testing. Relevant ecosystem participant illustrating the depth of the Cruise Craft-Yamaha engineering partnership.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCYlMaBtBQYRjWGQGoWXOZEw
• Facebookfacebook.com/cruisecraftboats
• Instagraminstagram.com/cruisecraftboats

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 Cruisecraft Boats