Blakes Marine

What Blakes Marine does

Blakes Marine is a family-owned marine dealership headquartered in Mulgrave, New South Wales, Australia, operating since approximately 1999 (with marketing copy claiming 30+ years of operation). The business serves the greater Sydney and NSW recreational boating community through a single physical showroom and workshop at 1 Railway Road North, Mulgrave NSW 2756. It functions as an authorized multi-brand retailer rather than a manufacturer or software platform, holding sole NSW and ACT dealer rights for six premium boat brands — Bar Crusher, Formosa, Northbank, Stejcraft, Camero, and Chaparral — and is described as Australia's largest Stacer dealer. Its distribution model combines direct dealership sales with a secondary e-commerce storefront for chandlery, a consignment brokerage for used boats, and affiliate referrals for finance and insurance products.

The core product offering comprises new boats across the seven brand portfolio, Yamaha and Suzuki outboard motors spanning 2.5HP portable to 425HP high-performance engines, pre-owned boats and motors, an extensive chandlery range (anchors, electronics, fishing tackle, safety equipment, hardware), and genuine spare parts for Yamaha, Evinrude, Johnson, Suzuki, Mercury, and Mercruiser outboards. Service operations are delivered through an in-house workshop staffed by qualified marine mechanics holding both Suzuki and BRP master technician certifications, using factory CDS Computer Diagnostic technology for outboard motor diagnostics and repairs. The dealership also operates as a Club Marine Platinum Partner for marine insurance and a referral channel for Yamaha Finance and Suzuki Finance.

Revenue derives from a diversified set of streams: one-time new boat sales, used boat sales (owned inventory and consignment at transaction-fee economics), outboard motor sales, chandlery retail across physical and online channels, spare parts, professional service and repairs, and affiliate referral fees from Club Marine insurance and Yamaha/Suzuki finance partnerships. The go-to-market motion is sales-led, leveraging the company's exclusive franchise rights as a distribution advantage and supported by a marketing mix spanning the corporate website, an active social media presence on Facebook, Instagram, and YouTube, an email newsletter, and listings on third-party boating marketplaces Boatsales and Boatpoint. Pricing on boats and motors is primarily POA (Price on Application), with promotional discounting observed only on Yamaha portable outboards during a 2024 summer savings campaign.

Name

Blakes Marine

Legal name

Blakes Marine

Website

https://blakesmarine.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Blakes Marine is a family-owned marine dealership in Mulgrave, NSW, Australia, operating as sole NSW and ACT dealer for seven boat brands and authorized dealer for Yamaha and Suzuki outboard motors, serving the greater Sydney and NSW recreational boating community with sales, service, parts, and accessories.

Ownership category

akta.pro rank

Product category

Marine Dealership

NAICS

Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)

Keywords

• Marine dealership
• Boat sales
• Outboard motors
• Marine service
• Chandlery supplies

Headquarters

HQ city

Mulgrave

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Boat Sales: Sales of new boats from multiple brands including Bar Crusher, Stacer, Formosa, Northbank, Stejcraft, Camero, and Chaparral
2. Used Boat Sales: Sales of pre-owned trailer boats, both owned inventory and consignment sales
3. Outboard Motor Sales: Sales of Yamaha and Suzuki outboard motors ranging from portable 2.5HP to high performance 350HP engines
4. Service and Repairs: Workshop services including repairs on outboard motors, trailers, and boats with qualified marine mechanics and both Suzuki and BRP master technicians
5. Spare Parts: Sales of genuine parts for Yamaha, Evinrude, Johnson, Suzuki, Mercury, and Mercruiser outboard motors
6. Chandlery and Accessories: Sales of boating accessories, electronics, fishing tackle, cleaning products, hardware, life jackets, trailer spares, bilge pumps, and other marine supplies through both physical store and online shop
7. Consignment Sales: Selling boats on consignment with professional valuations, proven marketing strategy including internet coverage via Blakes Marine website, social media, Boatsales and Boatpoint, with access to customer database
8. Insurance Referrals: Club Marine Platinum Partner offering insurance services and agreed valuations for vessels
9. Finance Referrals: Partnership with Yamaha Finance and Suzuki Finance for boat and motor financing options

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Blakes Marine is a family-owned marine dealership that sells new boats from seven brands (Bar Crusher, Stacer, Formosa, Northbank, Stejcraft, Camero, Chaparral), outboard motors from Yamaha and Suzuki, used boats and motors, chandlery and accessories, and spare parts. It also provides marine service and repairs, boat consignment sales, and referrals for finance and insurance through partnerships with Yamaha Finance, Suzuki Finance, and Club Marine.

Product overview

Blakes Marine is a family-owned marine dealership with over 30 years of operation, serving the greater Sydney and NSW boating community. It operates as a multi-brand boat and outboard motor retailer rather than a single unified software platform. Its product portfolio spans seven new boat brands (Bar Crusher, Stacer, Formosa, Northbank, Stejcraft, Camero, and Chaparral), two outboard motor brands (Yamaha and Suzuki), pre-owned boats and motors, chandlery and accessories, and complementary services including marine repairs, spare parts, finance, insurance, and consignment sales. Stacer is positioned as Australia's largest dealer brand, while Bar Crusher is a flagship aluminum plate boat brand with multiple series. The dealership's business model centers on selling and servicing recreational and fishing boats, with outboard motors sold alongside boats and as standalone products.

Differentiator

Problem solved

Functional benefit

Products and services

• Bar Crusher Boats Australian plate aluminum offshore fishing boats sold as the sole NSW and ACT dealer. Product lines include Cuddy Cabin (C), Hard Top (HT), Hard Top Pilothouse (HTP), Walk Around (WR), Centre Console (XS), Rear Centre Console (XSR), Bow Rider (BR), and Open Hard Top (XT) series for recreational and offshore fishing customers.
• Stacer Boats Australian aluminum boat brand sold as Australia's largest Stacer dealer. Ranges include Open Boats, Proline, SF Series, Crossfire, Outlaw, Runabouts, Bowriders, Cabins, and Ocean Ranger for recreational, family, and fishing customers.
• Formosa Boats Boats sold as the sole NSW and ACT dealer for Formosa. Range includes Side Consoles, Centre Consoles, X Bowriders, Centre Cabins, Enclosed Centre Cabins, Enclosed Hard Tops, Territorys, and GRT models for recreational and offshore boating customers.
• Northbank Boats Boats sold as the sole NSW and ACT dealer for Northbank. Range includes Hard Top, Cuddy Cabin, Walk Around, and Centre Console models for recreational fishing and family boating customers.
• Stejcraft Boats Boats sold as the sole NSW and ACT dealer for Stejcraft. Range includes Cabins and Bowriders models for recreational family boating customers.
• Camero Boats Boats sold as the sole NSW and ACT dealer for Camero. Range includes Legend, Vision, and ZXV models for recreational boating customers.
• Chaparral Boats Boats sold as the sole NSW and ACT dealer for Chaparral. Range includes SSI Sport Boats, SSX Sport Boats, Surf, and OSX models for sport and recreational boating customers.
• Yamaha Outboard Motors Yamaha outboard motors sold as an authorized dealer across three ranges: Portable 4 Stroke (2.5-25HP), Mid Range 4 Stroke (30-90HP), and High Horsepower 4 Stroke (115-425HP), including VMAX SHO high performance models. Yamaha is described as having over 50 years of outboard engine research and development.
• Suzuki Outboard Motors Suzuki outboard motors sold as an authorized dealer across three ranges: Suzuki High Performance (100-350HP), Mid Range 4 Stroke (40-100HP), and Portable 4 Stroke (2.5-30HP), marketed as the Ultimate 4 Stroke Outboard.
• Used Boats Pre-owned trailer boats of various makes and models, both owned inventory and consignment sales. Blakes Marine has been selling boats on consignment for over 20 years with a demanding database of prospective buyers.
• Used Motors High quality second-hand outboard motors. All engines are tested and serviced by Blakes Marine's workshop before sale for buyer peace of mind.
• Chandlery & Accessories Extensive range of boating chandlery including anchors, paddles, cleaning products, hardware, ski gear, engine oils, sounders, radios, GPS units, electric motors, life jackets, trailer spares, bilge pumps, switch panels, stainless nuts and bolts, plus fishing tackle including soft plastic and hard-bodied lures. Brands include Humminbird, Minn Kota, Lowrance, Ray Marine, GME, and Garmin.
• Marine Service & Repairs Workshop services including repairs on all outboard motors, trailers, and boats, performed by fully qualified marine mechanics including Suzuki and BRP master technicians using the latest tools and CDS Computer Diagnostic software. Also offers Club Marine Platinum Partner insurance work and vessel valuations.
• Spare Parts Genuine parts carried for Yamaha, Evinrude, Johnson, Suzuki, Mercury, and Mercruiser outboards. Huge stocks for immediate delivery with competitive pricing including volume and marine trade discounts.
• Finance Services Marine finance offerings arranged through Yamaha Finance (YMF) and Suzuki Finance, providing competitive loan options for boat and motor purchases.
• Marine Insurance Marine insurance partnerships with Club Marine and YMI (Yamaha Marine Insurance), providing insurance coverage for boats and boating needs, including Club Marine Platinum Partner agreed valuations.
• Boat Consignment Services Boat consignment selling service where Blakes Marine manages the sale of trailer boats on behalf of owners. Includes professional valuations, proven marketing strategy across the Blakes Marine website, Boatsales, and Boatpoint, database access to prospective buyers, workshop services, and professional detailing.

Quantifiable outcome

• Over 30 years of operation
• +2 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

14 partnerships are on record, tiered core and minor.

• Bar Crusher BoatscoreChannel Partner/ Reseller/ DistributorSole NSW and ACT dealer for Bar Crusher boats including Cuddy Cabin, Hard Top, Hard Top Pilothouse, Walk Around, Centre Console, Rear Centre Console, Bow Rider, and Open Hard Top series.
• Stacer BoatscoreChannel Partner/ Reseller/ DistributorAustralia's largest Stacer dealer offering Open Boats, Proline, SF Series, Crossfire, Outlaw, Runabouts, Bowriders, Cabins, and Ocean Ranger models.
• Formosa BoatscoreChannel Partner/ Reseller/ DistributorSole NSW and ACT dealer for Formosa boats including Side Consoles, Centre Consoles, X Bowriders, Centre Cabins, Enclosed Centre Cabins, Enclosed Hard Tops, Territorys, and GRT models.
• Northbank BoatscoreChannel Partner/ Reseller/ DistributorSole NSW and ACT dealer for Northbank boats including Hard Top, Cuddy Cabin, Walk Around, and Centre Console models.
• Stejcraft BoatscoreChannel Partner/ Reseller/ DistributorSole NSW and ACT dealer for Stejcraft boats including Cabins and Bowriders models.
• Camero BoatscoreChannel Partner/ Reseller/ DistributorSole NSW and ACT dealer for Camero boats including Legend, Vision, and ZXV models.
• Chaparral BoatscoreChannel Partner/ Reseller/ DistributorSole NSW and ACT dealer for Chaparral boats including SSI Sport Boats, SSX Sport Boats, Surf, and OSX models.
• YamahacoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Yamaha outboard motors ranging from Portable 4 Stroke 2.5-25HP through Mid Range 4 Stroke 30-90HP to High Horsepower 4 Stroke 115-425HP including VMAX SHO high performance models.
• Suzuki MarinecoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Suzuki outboard motors including Portable 4 Stroke 2.5-30HP, Mid Range 4 Stroke 40-100HP, and High Performance 4 Stroke 100-350HP models.
• Club MarinecoreGTM or Marketing PartnerClub Marine Platinum Partner offering insurance services for all boating needs and agreed valuations for vessels. Also carries out insurance work for customers.
• Yamaha FinanceminorGTM or Marketing PartnerFinancing partner for Yamaha products, providing loan calculators and finance options for boat and motor purchases.
• Suzuki FinanceminorGTM or Marketing PartnerFinancing partner for Suzuki Marine products, providing finance options for boat and motor purchases.
• Evinrude (BRP)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for Evinrude outboard motors and BRP Marine products. Evinrude E-TEC G2 engines ranging from 200-300hp with up to 20% more torque and 15% better fuel efficiency.
• Bargain Boat BitsminorChannel Partner/ Reseller/ DistributorOne of New South Wales largest stockists of Bargain Boat Bits chandlery and accessories. National group with huge buying power and access to products not available elsewhere.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Brunswick Corporation: Global marine manufacturer and largest outboard producer, parent of Mercury Marine and numerous boat brands including Boston Whaler and Sea Ray. Comparable to Blakes Marine only as a counterparty in the supply chain, but defines the dealer-agreement economics and consolidation pressure on independent retailers like Blakes.
• MarineMax: Largest recreational boat and yacht retailer in the United States, offering new and used boats, finance, insurance, and service across dozens of locations. Comparable to Blakes Marine as a multi-brand marine retailer but operating at vastly greater scale, serving as a benchmark for the consolidated retail-dealer model.

Direct peers

• R Marine (Riviera dealer network): Australia-wide network of authorized Riviera and Belize luxury boat dealers offering new and used boats with service and brokerage. Comparable to Blakes Marine as a multi-brand marine retail platform with manufacturer exclusivity, finance, insurance, and service capability.
• Sundance Marine: Victorian-based multi-brand marine dealer offering new boats, outboards, parts, and servicing. Comparable to Blakes Marine as a family-style Australian regional boat retailer with multi-brand authorized agreements and a workshop-led service offering.
• Coastline Marine: NSW-based marine dealer offering new boats, outboard motors, parts, and servicing for recreational boaters. Comparable to Blakes Marine as a regional Australian boat dealer competing in overlapping Sydney/NSW catchments with similar brand-portfolio structure.
• Alexander Marine: Western Australia-based multi-brand marine dealership selling premium boat brands and outboard motors with workshop services. Directly comparable to Blakes Marine as an authorized multi-brand Australian boat dealer with similar new boat, used boat, and service revenue mix.
• TMG Marine Group: Australian multi-brand marine dealership group operating across multiple states with new boat sales, used boat brokerage, and service. Comparable to Blakes Marine in business model as a multi-brand authorized marine retailer with consignment and service revenue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubem.youtube.com/channel/UC80cvK1vZsrCk5Anu9l_Ikw
• Facebookfacebook.com/299112273442813
• Instagraminstagram.com/blakesmarine
• LinkedInlinkedin.com/company/blakes-marine

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Blakes Marine