Wills Marine

What Wills Marine does

Wills Marine is a privately held, South Devon-based boat dealership operating from Kingsbridge, England. Founded in 1963, the company sells new boats and RIBs (Grand RIBs, Nordkapp, Sting Boats, Gelex), outboard engines (as primary UK distributor for Mercury, supplemented by ePropulsion electric motors), Admiral trailers, marine parts and accessories, and offers boat and engine maintenance plus storage services. It operates from two locations: a registered office at The Quay, Kingsbridge, and a flagship Torr Quarry indoor showroom claimed to be the UK's largest indoor boat showroom.

The business runs a sales-led, multi-product retail model combining physical showroom, a transactional e-commerce parts shop, and direct phone/email sales. Pricing is one-time purchase across hardware categories spanning £758 entry-level outboards up to £321,850 for the top Nordkapp Gran Coupe 905. Service revenue (maintenance, storage, pre-season checks) provides a recurring layer on top of the hardware business, supported by specialist engineers with over 60 years combined experience across Mercury, Yamaha, Suzuki, and legacy outboard brands. The company bundles third-party marine electronics (Garmin, Fusion), steering (SeaStar), comfort systems (Webasto, Lectrotab), and accessories (SeaDek, Rokk/Scansstrut) into boat packages.

The customer base is exclusively individual and small-commercial recreational boaters across four use-case segments (recreational boaters, watersports enthusiasts, luxury/cruising, and yacht owners seeking tenders) within the South Devon market. Wills Marine generates revenue through six streams: new and second-hand boat sales, outboard engine sales, trailer sales, parts and accessories, maintenance services, and managed boat storage. There are no disclosed funding rounds, parent companies, subsidiaries, executive team listings, or revenue figures in the available data.

Name

Wills Marine

Legal name

Wills Marine Ltd

Website

https://willsmarine.co.uk

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Wills Marine is a privately held South Devon boat dealership founded in 1963 that sells new and pre-owned boats, outboard engines, trailers, and parts, and provides maintenance and storage services to recreational boaters across the UK.

Ownership category

akta.pro rank

Product category

Marine Dealership

NAICS

Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730), Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)

akta.pro secondary industry

Marine Outfitting & Interior Refurbishment (TLAKAKAL)

Keywords

• Boat sales
• Marine dealership
• Outboard engines
• Boat maintenance
• Boat storage

Headquarters

HQ city

Exeter

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Boat Sales: New and second-hand boat sales across multiple premium brands including Grand RIBs, Nordkapp, Sting Boats, and Gelex Boats. One-time purchase model with varying price points from entry-level to luxury vessels.
2. Outboard Engine Sales: Sales of Mercury (primary UK distributor), ePropulsion, and other major outboard brands. Range from 2.5HP to 300HP+ engines.
3. Trailer Sales: Sales of Admiral Trailers ranging from 2.5m to 8m capacity.
4. Parts and Accessories: Spare parts, valeting products, and chandlery. Genuine parts supply for new and legacy outboards.
5. Maintenance Services: Boat and outboard engine maintenance and servicing. Supports Mercury, Yamaha, Suzuki, and legacy brands like Mariner and Evinrude. Uses genuine parts with over 60 years combined experience.
6. Boat Storage: Safe, convenient boat storage solutions for winter storage or between trips. On-site maintenance options available. Pre-season checks and servicing while in storage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Wills Marine is a marine dealership in South Devon, UK, that sells new and pre-owned boats (Grand RIBs, Nordkapp, Sting Boats, Gelex Boats), outboard engines (Mercury and ePropulsion), trailers (Admiral), and marine parts/accessories. It also provides boat and outboard engine maintenance services and secure boat storage. Operations are anchored at the Torr Quarry showroom, billed as the UK's largest indoor marine showroom.

Product overview

Wills Marine is a boat dealership and marine services company offering a comprehensive portfolio of new and pre-owned boats, outboard engines, trailers, parts, and maintenance services. The core product lines include Grand RIBs (Silver Line and Golden Line ranges), Nordkapp boats (Avant, Enduro, Noblesse, Coupe, RS, and Airborne series), and Sting Boats. Engine offerings center on Mercury outboards (FourStroke and Pro XS series) as a primary UK distributor, supplemented by ePropulsion electric motors. Supporting services include Admiral trailers, parts/accessories shop, professional boat and engine maintenance, storage facilities, and test drives. The company operates from Torr Quarry showroom, the UK's largest indoor boat showroom, serving the South Devon boating community from Kingsbridge Estuary.

Differentiator

Problem solved

Functional benefit

Products and services

• New Boat Sales Sale of new boats and RIBs from multiple premium brands including Grand RIBs (Silver Line, Golden Line, Drive ranges), Nordkapp Boats (Avant, Enduro, Noblesse, Coupe, RS, Airborne series), Sting Boats, and Gelex Boats. Ranges span entry-level RIBs through luxury enclosed cruisers priced up to £321,850.
• Second Hand Boat Sales Selection of pre-owned boats and RIBs with regularly updated inventory of quality used vessels.
• Mercury Outboard Engines Primary UK distributor for Mercury outboard engines, supplying all major models including the FourStroke range (2.5HP to 150HP) and Pro XS high-performance range (115HP to 300HP).
• ePropulsion Electric Outboard Engines Electric outboard motor sales from ePropulsion, providing eco-friendly propulsion alternatives alongside Mercury petrol engines.
• Admiral Trailers Stockist of Admiral trailers ranging from 2.5m to 8m capacity, including road trailers and roller coasters suitable for most boat sizes in the dealership's portfolio.
• Parts and Accessories Shop Spare parts, valeting products, and chandlery including genuine parts for new and legacy outboard engines, sold via a dedicated online storefront at shop.willsmarine.co.uk.
• Boat Maintenance Services Full boat maintenance services delivered at Wills Marine's large, modern, conveniently located workshops in Kingsbridge, including pre-season checks and ongoing servicing.
• Outboard Engine Maintenance Services Servicing for all major outboard brands including Mercury, Yamaha, and Suzuki, with support for legacy brands like Mariner and Evinrude. Engine maintenance specialists use genuine parts and hold over 60 years of combined experience.
• Boat Storage Safe, secure boat storage solutions for winter storage or between trips, with on-site maintenance options and pre-season preparation services while the boat is in storage.
• Boat Test Drives Arranged test drive opportunities for prospective boat purchases, allowing customers to experience vessels before purchase.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Mercury MarinecoreChannel Partner/ Reseller/ DistributorPrimary UK distributor for Mercury outboard engines, supplying all major models including FourStroke and Pro XS ranges from 2.5HP to 300HP+.
• ePropulsioncoreChannel Partner/ Reseller/ DistributorUK distributor for ePropulsion electric outboard engines, complementing Mercury product line with electric propulsion options.
• Grand RIBscoreChannel Partner/ Reseller/ DistributorUK distributor for Grand RIBs including Golden Line, Silver Line, and Drive model ranges. Premium RIB manufacturer with aerospace-inspired design and construction.
• Nordkapp BoatscoreChannel Partner/ Reseller/ DistributorUK distributor for Nordkapp boats including Avant, Enduro, Noblesse, Gran Coupe, RS, and Airborne model ranges. Premium Scandinavian craftsmanship.
• Sting BoatscoreChannel Partner/ Reseller/ DistributorUK distributor for Sting Boats including 485 S, 530 S, 610 S, 610 BR, 610 DC, 630 FT, 730 FT models. Practical, functional Scandinavian-designed boats.
• Gelex BoatsminorChannel Partner/ Reseller/ DistributorUK distributor for Gelex boats, offering additional boat brand options in their product portfolio.
• Admiral TrailerscoreChannel Partner/ Reseller/ DistributorUK distributor for Admiral Trailers ranging from 2.5m to 8m capacity, covering trailer needs for most boat sizes in their portfolio.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Boats.co.uk: One of the UK's largest online and physical boat retailers, selling new and used boats, engines, and marine parts across multiple brands nationwide. Directly comparable as a multi-brand UK marine dealer with both showroom and digital channels.
• Ribshop: UK specialist RIB retailer focused on rigid inflatable boats and associated engines. Comparable as a UK RIB-focused dealer with deep product expertise in the same RIB category Wills Marine distributes.
• Ancasta International Boat Sales: Large UK and European boat broker and dealer with multiple offices, selling new and used sail and motor yachts including premium brands. Comparable as a multi-location UK/European marine retailer serving the leisure boating market.
• Tingdene Boat Sales: Long-established UK boat dealer and brokerage operating from multiple locations, selling new and pre-owned motor boats, cruisers, and RIBs. Comparable as a UK multi-brand marine retailer with service capabilities.

Broad incumbents

• Princess Motor Yacht Sales: UK luxury motor yacht manufacturer with dedicated sales offices serving the domestic and international leisure boating market. Comparable as a UK premium marine brand operator with retail/showroom presence, though focused on larger yachts than Wills Marine's RIB/cruiser portfolio.
• Sunseeker London (Sunseeker Group): UK-based luxury yacht manufacturer and retailer operating global dealer network. Comparable as a premium marine brand operator in the UK with showroom/sales infrastructure, though operating at a much larger scale and manufacturing rather than distribution.

Others

• Mercury Marine UK: Global outboard and sterndrive engine manufacturer; Wills Marine is one of its UK distributors. Relevant as the principal supplier whose brand mandate defines a core part of Wills Marine's offering.

Regional players

• Bourne End Marine: UK inland-waterway boat retailer and brokerage based outside London, selling motor cruisers and river boats. Comparable as a regional UK boat dealer with sales/service capability, though focused on river rather than coastal boating.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/willsmarineltd
• LinkedInlinkedin.com/company/wills-marine

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 Wills Marine