Axopar London Group

What Axopar London Group does

Axopar London Group is an international premium motorboat dealership operating as Undiluted Spirit Limited, trading as Axopar London Group and Brabus Marine London Group. Headquartered at 36 Davies Street in London with a secondary office at Swanwick Marina, the company holds exclusive or preferred dealer rights for Finnish Axopar brand boats and German BRABUS Marine products across six territories: the United Kingdom, Monaco, Portugal, Egypt, Andalucía (Spain), and Malta. The business is part of the Sunseeker London Group of companies and operates as an Appointed Representative of Sunseeker London Limited for FCA-regulated financing brokerage.

The product portfolio spans Axopar's modular motorboat range — from the entry-level Axopar 22 Spyder (priced from approximately £55,907) through the Axopar 25, 28/29, 37/38 mid-range, up to the £578,340 Axopar 45 XC Cross Cabin flagship — plus the co-branded BRABUS Shadow 800/500 hyper-boats and BRABUS Line Trim styling packages. The boats themselves are built on Axopar's proprietary twin-step, low-resistance, deep-vee hull with 20° narrow entry and a three-part split-mold manufacturing process, integrated with Mercury Marine outboard engines (F115 to triple V8 300 Verado), Simrad navigation, JL Audio systems, and other third-party marine electronics. Modular deck designs allow customers to select Open, T-Top, Sun-Top, or enclosed Cabin configurations.

The business model is one-time transactional unit sales of new and pre-owned boats, supplemented by FCA-regulated credit brokerage for boat financing through Sunseeker London Limited, plus BRABUS Marine product sales. Go-to-market is hybrid: direct sales through London and Southampton showrooms, annual Axopar Sea Trial events allowing customers to "try and buy," active participation in major international boat shows (Düsseldorf, Southampton, Cannes, Nauticampo Lisbon), and digital channels including a content-rich website and Instagram presence. Target customer segments are high-net-worth individual boat enthusiasts, superyacht owners seeking high-performance tenders, and watersports-focused buyers — served across consumer, business-unit, and use-case segments.

Name

Axopar London Group

Legal name

Undiluted Spirit Limited

Website

https://axoparlondongroup.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Axopar London Group is an international premium motorboat dealership holding exclusive distribution rights for Finnish Axopar boats and BRABUS Marine products across six territories, serving high-net-worth consumers, superyacht owners, and watersports enthusiasts in the UK, Monaco, Portugal, Spain, Malta, and Egypt.

Ownership category

akta.pro rank

Product category

Boat Dealership

NAICS

Boat Dealers (441222), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

akta.pro industry

PRIMARYIMAJAMAD

Luxury Motor Yacht Manufacturing

Industrials, Manufacturing & Construction/Marine & Shipbuilding/Luxury Yacht Manufacturing

SECONDARYCRAMAIAG

Sailing & Rigging Retail (Sailboats, Sails, Hardware)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Water Sports & Marine Recreation Retail

Keywords

• Premium motorboat dealer
• Marine vessel sales
• Boat dealership network
• Yacht brokerage services
• Boat financing brokering

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. New Boat Sales: Sale of new Axopar boats including models 22, 25, 28, 29, 37, 38, and 45 in various configurations (Spyder, T-Top, Sun-Top, Cross Cabin, Cross Bow). Prices range from approximately £55,000 for entry-level models to £578,000+ for flagship models.
2. Pre-Owned Boat Sales: Resale of pre-owned Axopar boats, providing customers with options at various price points including certified pre-owned vessels with warranty support.
3. BRABUS Marine Products: Exclusive dealer for BRABUS Marine range including BRABUS Line Trim Package (exterior styling enhancements), BRABUS Shadow hyper-boats, and related branded products across all territories.
4. Financing Services: Credit brokering services through partnership with Sunseeker London Limited, providing financing options for boat purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Axopar London Group is an authorised multi-territory marine dealer (trading as Undiluted Spirit Limited) that retails new and pre-owned Axopar premium motorboats ranging from 22 to 45 feet, the exclusive BRABUS Marine hyper-boat and styling range, and credit-broking services for boat financing. It serves six territories (UK, Monaco, Portugal, Egypt, Andalusia/Spain, Malta) through direct showrooms, boat show presence, sea trial events, and online stock listings.

Product overview

Axopar London Group is an appointed international dealer for Axopar premium range motorboats, operating across the UK, Monaco, Portugal, Egypt, Andalucía, and Malta. The product portfolio centers on Axopar's Finnish-designed motorboats featuring unique deck designs and exhilarating driving experiences. Axopar boats are based on twin-step, low-resistance, deep-vee hull designs with 20° narrow entry, offering dry, safe, and compliant rides. The current model range spans from 22-foot entry-level day boats to the 45-foot flagship XC Cross Cabin. Core models include the Axopar 22 (Spyder and T-Top), Axopar 25 (Cross Bow and Cross Top), Axopar 28/29 series (Cabin, T-Top, CCX, and Sun Top variants), Axopar 37/38 (Spyder, Sun-Top, and XC Cross Cabin), and the Axopar 45 XC Cross Cabin. The company also offers BRABUS Marine products including the exclusive BRABUS Shadow 800 and Shadow 500 hyper-boats, plus styling packages across the range. Dealer services include new stock, pre-owned boats, and organized sea trial events. The brand operates a 'one model-one word' modular philosophy with versatile deck layouts allowing customization while maintaining core hull engineering excellence.

Differentiator

Problem solved

Functional benefit

Products and services

• Axopar 22 Spyder Entry-level 22-foot premium day boat with open cockpit, deep-V hull for a dry and safe ride, Mercury F115hp outboard, 1,200kg displacement for full trailering, and up to 40 knots max speed. Three-part split-mold construction.
• Axopar 22 T-Top 22-foot premium motorboat with fixed canvas T-Top roof within GRP surround on aluminium targa-frame, optional folding canvas top, offering all-weather protection while retaining Spyder handling.
• Axopar 25 Cross Bow 25-foot cuddy cruiser crossover featuring a raised cuddy cabin with forward sunbed on cabin roof, combining relaxed day boating with extended island-hopping capability.
• Axopar 25 Cross Top 25-foot variant with full-width cushioned sunbed atop the cabin roof, sloping backrest mirroring windscreen rake, wide helm console with wraparound front screen, and step-through access to forward cabin.
• Axopar 28 Cabin Triple award-winning 28-foot walkaround with enclosed weather-proofed cabin, available in Cabin, T-Top, or Open versions, pivotal to company success.
• Axopar 28 T-Top 28-foot walkaround with fixed roof structure and open cockpit areas, combining weather protection with social open-air experience and modular BRABUS Line trim option.
• Axopar 29 XC Cross Cabin 9.3m crossover center console-styled boat with walkaround layout, large wraparound windscreen with full 360° glass windows, twin engines, and optional aft cabin sleeping accommodation for two additional persons.
• Axopar 29 CCX Center console-styled crossover with versatile deck layout suitable for fishing trips and social gatherings, featuring BRABUS line trim option, fishing targa arch, fishbox with macerator, and wet bar configurations.
• Axopar 29 Sun Top Ventinove (29) model with versatile Sun-Top layout providing shaded helm protection while maintaining open deck feel, twin helm seats, four-person seating module with storage and fridge, compact forward cabin with toilet compartment, and open aft deck for watersports utility.
• Axopar 37 Spyder Open cockpit 37-foot model competing against RIBs and open speedboats with versatile social space; low height makes it a perfect superyacht tender or chase boat that is fast, safe, fun to drive, and easy to dock.
• Axopar 37 Sun-Top 37-foot distance passage-maker with full-length shaded roof offering maximum weather protection without compromising walkaround sides and aft deck; optional roof-rack and multi-storage compartment, large protective screen.
• Axopar 37 XC Cross Cabin Gran Turismo of the seas - the ultimate crossover between open and enclosed boating with fully enclosed weather-proofed cabin and distinctive looks. 50% of all Axopar 37s sold as cabin versions.
• Axopar 38 XC Cross Cabin Most significant evolution in Axopar history, replacing the Axopar 37. Next-generation twin-stepped hull with redesigned wheelhouse as social heart, new galley arrangement in forward cabin, cruises 20-30 knots and reaches 45+ knots. UK new stock from £323,071.
• Axopar 45 XC Cross Cabin 13.9m (45.6ft) flagship model - world's first outboard-powered fully enclosable walk-around cabin boat in its size. Triple Mercury V8 300 Verado engines, cruises 19-35 knots at economical speeds, advanced infusion lamination for lighter, fuel-efficient construction. UK new stock from £578,340.
• BRABUS Shadow 800 and BRABUS Shadow 500 by Axopar Exclusive hyper-boats and superyacht tenders produced through the manufacturing alliance with German high-performance automotive brand BRABUS GmbH; top-tier luxury performance variants of the Axopar range.
• New Axopar Stock Current model year new Axopar boats available for purchase including Axopar 45 XC Cross Cabin, 38 XC Cross Cabin, 37 Cross Cabin, 29 Sun Top, 29 XC Cross Cabin, 29 CCX, 25 Cross Top, and 22 Spyder Revolve.
• Pre-Owned Axopar Boats Pre-owned and used Axopar boats available through the dealership across 22ft to 37ft models with finance options available through FCA-regulated broker; includes certified pre-owned vessels with warranty support.
• Boat Financing (Credit Brokering) Credit broking services for boat purchases provided through partnership with Sunseeker London Limited (FCA authorised and regulated, Firm Reference Number 663203).
• Axopar x JOBE Revolve Collaborative watersports edition combining Axopar boat design with JOBE watersports equipment expertise for a dedicated and immersive watersports experience.

Quantifiable outcome

• Up to 30% improved fuel economy across 20-40 knot cruising range on Axopar 37 Revolution
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• JOBE SportsflagshipStrategic or Co-development Partner · 1 January 2020Exclusive collaboration between boating superstars AXOPAR and watersports royalty JOBE to create the best watersports experience for consumers. Includes creation of Axopar 22 Jobe Revolve model designed for dedicated and immersive watersports experience with combined passion for fun on the water.
• Sunseeker London GroupcoreStrategic or Co-development Partner · 1 January 2019Axopar London Group operates under new trading name as part of the Sunseeker London Group of companies. Provides access to established marine dealer infrastructure, customer base, and financing services. Undiluted Spirit Limited is an Appointed Representative of Sunseeker London Limited, authorized and regulated by FCA.
• BRABUS GmbHcoreStrategic or Co-development Partner · 1 January 2014Manufacturing alliance with German high-performance automotive brand BRABUS GmbH to produce exclusive 'BRABUS Shadow 800 and BRABUS Shadow 500 by Axopar' hyper-boats and superyacht tenders. Also includes BRABUS Line Trim Package available across Axopar 28 and 37 foot models with styling enhancements.
• Nautibuoy MarineminorGTM or Marketing PartnerStand partnership at Nauticampo Lisbon Boat Show 2020. Nautibuoy Marine displayed their impressive Platforms at the Axopar exhibit.
• Bikesul PortugalminorGTM or Marketing PartnerStand partnership at Nauticampo Lisbon Boat Show 2020. Displayed stylish KTM mountain bikes aboard Axopar 28 Cabin.
• Duo MastersminorGTM or Marketing PartnerStand partnership at Nauticampo Lisbon Boat Show 2020. Displayed luxurious timepieces at the Axopar exhibit.
• Mercury MarinecoreTechnology or IntegrationTechnology partnership for outboard engines. Axopar boats equipped with Mercury Marine engines including Verado V6, V8, and V10 options ranging from 200hp to 350hp. New Axopar 37 Revolution combined with Mercury V8 FourStroke engines for up to 30% improved fuel economy.
• Simrad (Navico)coreTechnology or IntegrationNavigation and electronics integration. Axopar 28 updated with Simrad IDS system (Dual 12") replacing Garmin instrumentation. Full-width 'Glass Helm Information Display' with integrated vessel start-up check, eco/sport driving modes, and Mercury Marine engine integration.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Princess Motor Yacht Sales: Manufacturer-owned retail arm for Princess Yachts, operating showrooms across the UK and Mediterranean. Direct comparable as a premium motor yacht brand dealer competing in the same HNW segment.
• Fairline Yachts: British luxury motor yacht manufacturer with an authorized dealer network in the Mediterranean. Comparable premium motor yacht brand with overlapping customer base and dealer-driven distribution.
• Sunseeker London Group: The parent group of Axopar London Group; sells Sunseeker luxury motor yachts across overlapping UK and Mediterranean territories. Highly comparable dealer/distributor model targeting the same HNW buyer with similar ticket-size product.
• Azimut Yachts: Italian luxury motor yacht builder with an extensive global dealer network including Mediterranean showrooms. Directly comparable premium motor yacht product and dealer-led distribution model.
• Camper & Nicholsons: Historic yacht dealer and broker with Mediterranean presence. Comparable in serving HNW/UHNW buyers of new and pre-owned luxury motor yachts in key Axopar London Group geographies.
• Burgess Yachts: International yacht broker and dealer specializing in luxury and superyacht sales. Comparable in selling high-ticket motor yachts to UHNW buyers, including new and brokerage transactions.

Broad incumbents

• OneWater Marine: US-based multi-brand boat retailer with premium powerboat franchises, in-house financing and brokerage. Comparable premium motorboat dealer operator with similar revenue mix and customer profile.
• Sunseeker International: Iconic British luxury motor yacht manufacturer whose product is sold by sister dealerships within the same parent group as Axopar London Group. Comparable premium motor yacht brand with overlapping HNW target market.
• MarineMax: Largest recreational boat dealer in the US, operating a multi-brand retail network with financing, brokerage and service. Comparable business model (multi-brand dealership, F&I, brokerage), though at vastly larger scale and broader product range.

Regional players

• Denison Yachting: US-focused yacht dealer and broker with premium motorboat franchises. Comparable dealer business model with new and brokerage sales, primarily serving the Americas rather than EMEA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/axoparlondongroup
• LinkedInlinkedin.com/company/axopar-london-group

Compliance3 records

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 Axopar London Group