Family Boats

What Family Boats does

Family Boats, trading as Road and Sea Ltd, is a privately held New Zealand marine dealership founded in 1992 and headquartered at 249 Ti Rakau Drive, Pakuranga, Auckland. The company operates as a multi-brand boat, outboard, and personal watercraft retailer representing more than 20 national and international brands including Yamaha, Buccaneer, Regal, Beneteau, Brig, Zodiac, AB Inflatables, Quintrex, and Mercury, alongside a Yamaha-trained service centre, Yamaha Financial Services financing, Yamaha Marine Insurance and Oceania Brokers insurance partnerships, and a boat trade-in and consignment service.

The core offering spans new and used boats (price range approximately NZ$6,500 to NZ$800,000), Yamaha outboards from 2HP to 450HP, the full Yamaha WaveRunner range, premium American fibreglass Regal Boats (NZ distribution secured March 2025), and a catalogue of marine accessories, safety gear, and watersports equipment. A secondary retail showroom operates in Pauanui on the Coromandel Peninsula. Go-to-market combines physical showroom sales with a content-led website and online shop, supported by event marketing at boat shows and community fishing competitions.

Revenue mechanics are predominantly transactional, with one-time sales of boats, motors, watercraft, and accessories complemented by recurring aftersales service, finance brokerage, insurance facilitation, and consignment fees. The company self-describes as the largest new boat dealership in New Zealand and was awarded Overall Yamaha Dealer of the Year 2024. Geographic operations are confined to New Zealand, with deliveries restricted to NZ street addresses and no international footprint.

Name

Family Boats

Legal name

Road and Sea Ltd

Website

https://familyboats.nz

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Family Boats is a privately held New Zealand marine dealership and the country's largest new boat retailer, offering 20+ boat, outboard, and personal watercraft brands alongside service, financing, and insurance from Auckland and Coromandel locations.

Ownership category

akta.pro rank

Product category

Marine Dealership

NAICS

Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)

akta.pro secondary industry

Yacht Tenders & Auxiliary Leisure Craft Manufacturing (IMAJAEAO)

Keywords

• Boat dealership
• Marine retail
• Outboard motors
• Personal watercraft
• Boat servicing

Headquarters

HQ city

Pakuranga, Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Boat Sales: Primary revenue stream from selling new and used boats. Family Boats is the largest new boat dealership in New Zealand, offering over 20 national and international boat brands including Yamaha, Buccaneer, Regal, Brig, Zodiac, Beneteau, and many more. Both new and pre-owned vessels are sold.
2. Outboard Motor Sales: Sales of outboard motors including Yamaha outboards ranging from 2HP to 450HP, Mercury outboards, and related engine products. This includes the full range of Yamaha WaveRunners (personal watercraft).
3. Parts and Accessories: Sales of boating accessories, safety gear, PFDs and lifejackets, boat care products, watersports equipment, and other marine accessories through both showroom and online shop.
4. Service and Maintenance: Family Boats Service Centre provides boat servicing, maintenance, repairs, and upgrades. Yamaha trained technicians provide maintenance services including 20 hour/3 month first services, 100 hour/annual services, and general maintenance/repairs.
5. Finance Services: Finance options are offered through Yamaha Financial Services partnership for boat and marine equipment purchases.
6. Insurance Services: Insurance products offered through partnerships with Yamaha Marine Insurance and Oceania Brokers. The company facilitates boat insurance quotes for customers.
7. Boat Trade-In and Consignment: The company buys boats outright, accepts trade-ins, or sells boats on behalf of customers. Services include free appraisals, comprehensive listings, and 3-month warranty on pre-owned boats sold.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Family Boats is New Zealand's largest new boat dealership, selling new and used boats, Yamaha WaveRunners, Yamaha and Mercury outboard motors, and marine accessories from more than 20 national and international brands through its Auckland showroom, Pauanui retail store, and online shop. The company also delivers Yamaha-trained boat servicing and maintenance, finance facilitation through Yamaha Financial Services, insurance brokerage, and a boat selling/consignment service.

Product overview

Family Boats operates as New Zealand's largest new boat dealership, offering a comprehensive marine retail platform with over 20 national and international boat brands. The core product portfolio consists of new and used boats across multiple categories including fibreglass vessels (Buccaneer, Regal, Beneteau), rigid inflatable boats (AB Inflatables, Brig, Zodiac, LazerRIB), aluminum boats (Quintrex, AB Inflatables ALX series), and personal watercraft (Yamaha WaveRunners). Complementary product lines include Yamaha and Mercury outboard motors ranging from 2HP to 425HP, marine accessories from RAILBLAZA and Hutchwilco, boat care products, and watersports equipment. Services include boat servicing/maintenance (Yamaha-trained technicians), finance (Yamaha Financial Services), insurance partnerships (Yamaha Marine Insurance, Oceania Brokers), and boat selling assistance. The company also recently launched distribution of Regal Boats premium American fibreglass boats and introduced redesigned AB Inflatables Alumina Series in 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• New Boats

Quantifiable outcome

• Largest new boat dealership in New Zealand - established market leader position
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Regal BoatscoreChannel Partner/ Reseller/ Distributor · 27 March 2025Family Boats announced as the official New Zealand distributor for Regal Boats, a premier American fibreglass boat brand with over 50 years of boatbuilding experience. First shipment arriving April 2025 with LX2 and LS2 Surf models. Regal Boats brings luxury, performance, and innovation to the Family Boats portfolio, targeting the premium fibreglass market segment.
• AB InflatablescoreChannel Partner/ Reseller/ Distributor · 3 February 2025Family Boats represents AB Inflatables, a brand with over 50 years of craftsmanship. The new Alumina Series represents the most complete aluminium console boat on the market, combining exceptional strength with lightweight design. Family Boats features extensive AB Inflatables inventory including Lammina, ALX Alumina, and Ventus series.
• Tairua Pauanui Sports Fishing ClubminorGTM or Marketing Partner · 28 December 2024Co-hosted the Family Boats Fishing Competition alongside the club on December 28, 2024. The event attracted 136 entrants with 125 fish weighed. This community partnership demonstrates Family Boats' engagement with the local fishing community and watersports enthusiasts.
• Yamaha MarinecoreChannel Partner/ Reseller/ Distributor · 1 October 2024Family Boats is a proud Yamaha dealership and was awarded Overall Yamaha Dealer of the Year 2024. The partnership covers Yamaha outboard motors (2-450HP), Yamaha WaveRunners (personal watercraft), and related marine products. As the largest Yamaha dealer in New Zealand, this is the company's primary brand partnership driving significant revenue from Yamaha products.
• Oceania BrokersminorChannel Partner/ Reseller/ DistributorInsurance partner offering comprehensive boat insurance options through Oceania Brokers alongside Yamaha Marine Insurance. This partnership enables Family Boats to offer complete insurance solutions to boat buyers.
• Yamaha Marine InsuranceminorChannel Partner/ Reseller/ DistributorInsurance partner providing boat insurance options specifically tailored for Yamaha marine products and vessels. Combined with Oceania Brokers to offer comprehensive coverage options.
• Yamaha Financial ServicescoreChannel Partner/ Reseller/ DistributorFinancial services partner providing financing options for boat and marine equipment purchases through Yamaha Financial Services (YFS). Links directly to YFS quote system on Family Boats website, enabling customers to arrange finance for purchases.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Buccaneer Boats: NZ-built fibreglass fishing boat brand whose new Six Fifteen model is featured by Family Boats. Comparable as a domestic NZ OEM marine builder whose products flow through dealer channels.

Broad incumbents

• Brunswick Corporation: Global marine conglomerate that owns Mercury outboards (competing with Yamaha) and several boat brands. Relevant as a strategic upstream competitor/supplier influencing brand partnerships and OEM-dealer economics relevant to Family Boats' portfolio.
• West Marine: Leading US-based marine retailer and parts/accessories chain with both physical stores and e-commerce. Comparable multi-channel marine retail model, though focused more on parts/accessories than new-boat distribution like Family Boats.
• MarineMax: The largest recreational boat retailer in the United States, operating a multi-brand dealership model with financing, insurance, and service. Directly comparable business model (multi-brand marine retail + services) at much larger scale, useful for benchmarking unit economics and capital structure.
• Stabicraft Marine: Iconic NZ aluminium boat manufacturer whose hulls are sold through a national dealer network (and competing brands are sold at Family Boats). Comparable as a flagship NZ marine brand competitor with deep local market presence and OEM scale that Family Boats retails around.
• Bass Pro Shops: North America's largest outdoor and marine retail chain (including Cabela's) with boats, PWC, and accessories. Comparable large-scale outdoor/marine retailer with cross-category merchandise and event-driven customer engagement similar to Family Boats' Hutchwilco participation and fishing comps.
• Sunseeker: British luxury motor yacht manufacturer with global dealer networks. Comparable as a premium recreational boat brand selling through authorised dealers, useful proxy for the premium customer segment Family Boats is entering via Regal Boats.

Regional players

• Quintrex: Australasia's largest aluminium boatbuilder (2.5–8m range), distributed in NZ partly through Family Boats. Comparable as a regional Trans-Tasman boat brand in the same category and overlapping dealer footprint.

Direct peers

• Sports Marine: One of New Zealand's established multi-brand marine retailers selling boats, outboards, and accessories across Auckland/Waikato. Directly comparable as a competitor boat dealership in the same NZ consumer market with overlapping Yamaha and other brand relationships.

Others

• Hutchwilco / Boating New Zealand: NZ marine industry media, event organiser of the Hutchwilco Boat Show where Family Boats launches key product lines. Relevant as the dominant NZ boating channel/ecosystem participant influencing Family Boats' GTM and customer acquisition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/familyboatsnz
• LinkedInlinkedin.com/company/familyboatsnz

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 Family Boats