Cartello

What Cartello does

Cartello S.r.l. is an Italian marine solutions provider founded in 1984 and headquartered in Carasco (Liguria), with a registered office in Milan. The company is the exclusive Italian distributor for three premium brands: Yanmar Marine (partner since 1990), Nakashima Propeller (since 2002), and Cox Marine (since 2017). Its core offering covers diesel inboard and outboard engines, high-performance propellers, and a network of original spare parts and accessories, sold and serviced through a nationwide ecosystem of 400+ authorized dealers, resellers, and service centers.

The company's technology stack is two-tiered. The distribution layer integrates engines, propellers, and monitoring hardware from global OEMs into customized propulsion solutions for shipyards, boat builders, commercial marine operators, and government/military clients. The proprietary layer, Orizon (launched in 2025), combines onboard sensors with a cloud platform for predictive diagnostics, remote management, adaptive maintenance, and real-time fleet control. Notable enterprise references include a 92-unit Cox Marine diesel outboard order for a European military fleet (dual-engine twin configurations on HDPE and aluminum vessels) and downstream association with Luna Rossa Prada Pirelli's America's Cup campaigns via the Yanmar partnership.

Cartello generates revenue through a mix of one-time hardware sales (engines, propellers, spare parts, and accessories), professional services (technical consulting, propeller customization, and project design), and emerging recurring subscription revenue from the Orizon cloud platform. Go-to-market is a hybrid model: direct sales to enterprise and government customers, and a dealer-led channel for shipyards, commercial operators, and private boat owners. The company is privately held by the Gaia family, with no disclosed external institutional capital.

Name

Cartello

Legal name

Cartello S.r.l.

Website

https://cartello.eu

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Cartello is an Italian marine solutions provider and exclusive Italian distributor for Yanmar, Cox Marine, and Nakashima Propeller, integrated with its proprietary Orizon AI monitoring platform and a 400+ dealer service network across Italy.

Ownership category

akta.pro rank

Product category

Marine Propulsion Systems

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Petroleum and Petroleum Products Merchant Wholesalers (except Bulk Stations and Terminals) (424720)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Marine MRO Parts & Consumables Distribution (TLAKAOAJ)

akta.pro secondary industry

Maintenance Management Programs (Preventive Maintenance, Vendor Networks) (TLABAIAG)

Keywords

• Marine propulsion systems
• Diesel outboard engines
• Marine propellers
• Onboard monitoring
• Marine technical consulting

Headquarters

HQ city

Carasco

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marine Engines and Propulsion Systems Sales: Cartello distributes marine engines including Yanmar inboard and outboard engines, Cox Marine diesel outboards (300HP and 350HP models), and related propulsion components. Revenue is generated through product sales to dealers, shipyards, and end customers across Italy.
2. Propeller Sales and Distribution: Distribution of Nakashima high-performance marine propellers with customization services for propeller selection and optimization tailored to vessel specifications and desired performance.
3. Spare Parts and Accessories: Distribution of original spare parts for Yanmar, Cox Marine, and Nakashima products. Includes accessories and consumables like Yanmar oils and coolants.
4. Technical Consulting and Design Services: Customized technical consultancy services including analysis of specific customer and vessel needs, engine selection advice, propeller selection and customization, special solutions design, and performance optimization consulting.
5. Orizon Device and Subscription: Sale of Orizon monitoring devices with associated subscription services for cloud platform access, predictive diagnostics, remote management, adaptive maintenance, and fleet control capabilities.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Cartello is an Italian marine solutions provider that distributes premium marine engines (Yanmar inboard/outboard, Cox Marine diesel outboards), high-performance propellers (Nakashima), and original spare parts through a nationwide network of dealers and service centers. The company also develops and sells Orizon, its proprietary AI-powered onboard monitoring and predictive diagnostics platform, and provides technical consulting, customized installation support, and after-sales maintenance.

Product overview

Cartello is an integrated marine solutions provider offering a portfolio of distributed and proprietary brands. The core portfolio includes Yanmar Marine diesel engines, Cox Marine high-performance diesel outboards (300V8 and 350V8), and Nakashima precision propellers — all distributed exclusively in Italy with comprehensive sales and after-sales support. Complementing these distributed brands is Orizon, Cartello's proprietary AI-powered platform for onboard automation, remote monitoring, predictive diagnostics, and adaptive maintenance. The company provides technical consulting, sales, distribution, and maintenance services across its network of dealers and service centers throughout Italy.

Differentiator

Problem solved

Functional benefit

Brands

• Orizon: A proprietary brand integrating AI into marine technology for advanced monitoring, predictive diagnostics, remote management, adaptive maintenance, and real-time fleet control for both leisure and professional marine applications.

Products and services

• Orizon Cartello's proprietary brand dedicated to onboard automation and intelligent system monitoring, combining cutting-edge hardware with an integrated cloud platform to enable predictive diagnostics, remote management, adaptive maintenance, and real-time fleet control for both leisure and professional marine applications.
• Yanmar Marine Engines Global benchmark in diesel marine propulsion offering a wide range of inboard and outboard diesel engines. Cartello serves as Yanmar's official partner in Italy, integrating their engines into customized systems for both leisure and professional vessels, providing sales, accessories, and spare parts.
• Cox Marine Diesel Outboards High-performance diesel outboards with 300HP and 350HP V8 models designed for commercial and professional applications. Cartello is the exclusive distributor for Italy, providing technical consulting, sales support, and qualified after-sales service.
• Nakashima Propellers High-performance marine propellers renowned for technological excellence and build quality. Cartello provides complete service in propeller selection, customization, and optimization tailored to each vessel's specifications and desired performance.
• Technical Consulting and Design Services Customized technical consulting and design services supporting clients with engine selection, propeller optimization, and special project design, including the development of tailored solutions such as Orizon.
• After-Sales Support and Maintenance Reliable, widespread technical support throughout Italy via a network of authorized service centers, including direct interventions at key shipyards, dealer support, ongoing training programs, and original spare parts distribution for Yanmar, Cox, and Nakashima products.

Quantifiable outcome

• 30-35% better fuel efficiency with diesel outboards compared to gasoline equivalents
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Orizon (Proprietary Brand)coreStrategic or Co-development Partner · 1 January 2025Orizon is Cartello's proprietary brand developed internally, integrating AI and advanced monitoring into marine technology. It represents Cartello's own innovation in onboard automation, predictive diagnostics, and intelligent system monitoring - a project fully conceived and developed in-house that embodies the company's know-how and commitment to innovation.
• Yanmar MarinecoreChannel Partner/ Reseller/ DistributorLong-standing partnership since 1990. Cartello serves as official Yanmar partner in Italy, distributing Yanmar's full range of diesel inboard and outboard marine engines, accessories, and spare parts. Yanmar is recognized globally for diesel marine propulsion reliability, efficiency, and environmental responsibility. Yanmar is also an official sponsor of the America's Cup.
• Cox MarinecoreChannel Partner/ Reseller/ DistributorExclusive Italian distributor for Cox Marine high-performance diesel outboards (300HP and 350HP models). Cox Marine produces the world's only purpose-built diesel outboard engines. Cartello provides technical consulting, sales support, and qualified after-sales service for Cox products in Italy.
• Nakashima PropellercoreChannel Partner/ Reseller/ DistributorOfficial distributor since 2002 of Nakashima Propeller products - one of the world's leading manufacturers of high-performance marine propellers. Cartello provides complete service including propeller selection, customization, and optimization tailored to each vessel's specifications, combining Japanese engineering precision with Italian technical expertise.
• Motor Boat and Sail (Stefano Perticaroli)minorChannel Partner/ Reseller/ DistributorRegional dealer partner in the Marche region of Italy. Motor Boat and Sail (MBS) specializes in marine engine trade, motor and sail boats, technical assistance, and repair shop services for restoration and maintenance. The company also operates a Nautica Manager Academy for professional training.
• De Wolf Maritime SafetyminorChannel Partner/ Reseller/ DistributorCox Marine's distributor that facilitated the record 92-unit fleet order for the European military project. De Wolf Maritime Safety coordinates logistics and deployment of Cox Marine diesel outboards for military applications.
• JTC MarinminorChannel Partner/ Reseller/ DistributorCox Marine's distributor in Panama. Participated in Cox Marine's first distributor training program at the new Drummond training facility in Shoreham-by-Sea, UK, to deliver training and support to their dealer network.

Scale indicators5 records

Recent moves16 records

Expansion highlights6 records

Direct peers

• Cox Marine: Manufacturer of high-performance diesel outboard engines (300HP and 350HP V8). Cartello is Cox Marine's exclusive Italian distributor, so the two share revenue on every Italian sale and overlapping customer relationships with commercial and military operators.

Broad incumbents

• Volvo Penta: Major marine diesel engine and propulsion system OEM serving leisure and commercial segments. Competes with Cartello's distributed Yanmar and Cox Marine lineup at the engine level, and increasingly offers integrated monitoring/Easy Connect functionality that overlaps with Cartello's Orizon platform.
• Caterpillar Marine: Marine propulsion and power systems OEM serving commercial, governmental, and military operators. Competes with Cartello's commercial/professional offering, particularly for military and heavy-duty propulsion contracts.
• Yamaha Motor Marine: Major outboard and marine propulsion OEM. Overlaps with Cartello's distribution portfolio in the recreational outboard segment and competes with the Cox Marine diesel value proposition in the Italian market.
• Yanmar Marine: Global marine diesel engine OEM. Cartello has been Yanmar's official Italian distributor since 1990, so the two share end customers in both leisure and commercial segments; Yanmar is the upstream OEM while Cartello is the local channel partner and integrator.
• Twin Disc: Manufacturer of marine transmissions, propulsion, and control systems. Operates in adjacent marine propulsion categories and competes for integration projects with shipyards and commercial marine operators.
• Mercury Marine: Largest global outboard engine manufacturer (Brunswick subsidiary). Competes head-to-head with Cox Marine diesel outboards distributed by Cartello and offers its own vessel monitoring/telematics solutions, making it a multi-axis competitor.
• Navico (Garmin Marine): Marine electronics brand group (Simrad, Lowrance, B&G) now under Garmin, offering multifunction displays, sonar, and vessel monitoring. Direct competitor to Cartello's Orizon platform in marine monitoring, integration, and predictive analytics.

Regional players

• Besenzoni: Italian manufacturer of marine equipment and accessories (passarelle, tenders, hydraulic systems). Comparable as an Italy-based marine supplier with proprietary products and a domestic distribution footprint, though operating in different product categories.
• Quick Spa: Italian marine equipment manufacturer specializing in bow thrusters, windlasses, and onboard automation/control systems. Adjacent competitor in the Italian marine electronics and onboard monitoring space where Cartello's Orizon operates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CartelloSrl
• LinkedInlinkedin.com/company/cartellosrl

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Cartello