Princess Yachts Australia

Name

Princess Yachts Australia

Legal name

Princess Yachts Australia

Website

https://princessyachts.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sanctuary Cove (Gold Coast)

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Yacht Sales: Sale of new Princess yachts across six classes (X, Y, F, S, V, C). Each yacht is built to order with extensive customization options. Revenue generated from direct sales to high-net-worth buyers.
2. Premium Brokerage: Brokerage division selling pre-owned Princess yachts and other luxury brands (Horizon, Maritimo, Riviera, Sunseeker, Aquila, Greenline). Commission-based sales model.
3. After-Sales Service: Comprehensive service department providing routine servicing, specialist repairs, equipment upgrades, custom installations, and crew support across the entire Princess range. Also organizes qualified crew support.
4. Insurance Services: Partnership with trusted insurance partners to offer specialist yacht insurance policies designed for Princess owners, providing comprehensive and personalized coverage.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Princess Yachts Australia is the sole Australian distributor for Princess Yachts (UK), selling new British-built luxury motor yachts across six classes (X, Y, F, S, V, C) ranging from 12m sports yachts to 29m super flybridge vessels. The company also operates a premium brokerage division for pre-owned yachts, an after-sales service department, and specialist yacht insurance partnerships, with three offices across Gold Coast, Sydney, and Perth.

Product overview

Princess Yachts Australia is the sole Australian distributor for Princess Yachts, Britain's largest luxury yacht builder. The company offers a comprehensive portfolio of new luxury motor yachts across six distinct classes: X Class Super Flybridge yachts (X95, X90, X80), Y Class Motor Yachts (Y95, Y85, Y80, Y72), F Class Flybridge yachts (F65, F58, F55, F54, F50), S Class Sportsbridge yachts (S80, S72, S65), V Class Sports Yachts (V65, V55, V50, V40), and C Class Performance Sports Yachts (C48, C48 Open). Additionally, the company distributes AerMarine automatic conversion tenders, operates a Premium Brokerage division for pre-owned Princess yachts, and provides full-service after-sales support including maintenance, repairs, and specialist insurance services. The product portfolio spans from compact 12-metre sports yachts to 29-metre super flybridge vessels.

Differentiator

Problem solved

Functional benefit

Products and services

• Princess X Class (Super Flybridge Yachts) Super Flybridge yachts (X95, X90, X80) offering in excess of 30% more useful interior space than traditional flybridge yachts of comparable length, with expansive deck areas covering nearly the full length of the yacht. Targeted at affluent owners seeking maximum interior volume.
• Princess Y Class (Motor Yachts) Luxury motor yachts (Y95, Y85, Y80, Y72) focused on performance and inspired styling, featuring generous interior volumes comparable to larger yachts with sophisticated design and craftsmanship.
• Princess F Class (Flybridge Yachts) Flybridge motor yachts (F65, F58, F55, F54, F50) focused on entertaining, efficiency in space and performance, featuring contemporary geometric design elements with timelessly elegant exterior profiles.
• Princess S Class (Sportsbridge Yachts) Sportbridge yachts (S80, S72, S65) featuring sleek, dynamic styling with modular seating areas and breath-taking performance, inspired by urban living with contemporary elegance.
• Princess V Class (Sports Yachts) Sports yachts (V65, V55, V50, V40) showcasing dynamic exterior design, performance and exceptional seakeeping with athletic, luxurious interiors that fit perfectly into owners' outdoor lifestyles.
• Princess C Class (Performance Sports Yacht) Centre console powerboats (C48, C48 Open) combining thrilling performance with walkaround layout, designed for exhilaration and effortless connection to the sea. Top speeds up to 53 knots.
• AerMarine Tenders Luxury tenders featuring automatic conversion from large to compact configuration in 4 seconds via remote control, with S.V.M. (Stepped Variable Monohedron) hull technology for superior performance and comfort.
• Princess Premium Brokerage Pre-owned Princess yacht brokerage division offering expert market insight, premium presentation, and access to qualified buyers for selling boats. Also markets pre-owned vessels from Horizon, Maritimo, Riviera, Sunseeker, Aquila, and Greenline.
• After-Sales Service Dedicated service department providing routine servicing, specialist repairs, equipment upgrades, custom installations, and qualified crew support across the entire Princess range.
• Yacht Insurance Services Specialist yacht insurance policies offered in partnership with trusted insurance providers, designed with unique needs of Princess owners in mind, providing comprehensive and personalized coverage.

Quantifiable outcome

• Top speeds range from 21-23 knots (X95) to 53 knots (C48 Open)
• +2 more outcomes

Named customers2 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

Integration4 records

Feature5 records

Partnerships

One partnership is on record.

• Princess Yachts (UK) - Parent BrandcoreStrategic or Co-development PartnerPrincess Yachts Australia is the sole Australian distributor for Princess Yachts plc, Britain's largest luxury yacht builder headquartered in Plymouth, UK. The relationship involves exclusive distribution rights, factory-aligned service support, and access to the complete Princess range.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Ocean Alexander Australia: Taiwanese-built luxury motor yacht brand with growing Australian presence, competing in the 60ft–100ft segment that overlaps with Princess's F and Y class range. Focuses on long-range cruising yachts with comparable pricing.
• Camper & Nicholsons: Established luxury yacht sales, charter, and management company with Australian operations. Competes in the brokerage and new yacht sales space, particularly for larger yachts in the 80ft+ range where Princess's Y and X class compete.
• Burgess Yachts: Global luxury yacht brokerage and sales house with Australian presence, competing in the pre-owned and new yacht sales market. Operates a similar model combining new yacht representation, brokerage, and charter services for HNW clients.
• Northrop & Johnson: Global luxury yacht brokerage and sales firm with APAC presence, competing in the pre-owned yacht and new yacht representation market. Serves a similar HNW clientele and overlaps with Princess's brokerage division.

Direct peers

• Ferretti Group Australia: Italian luxury yacht group (Ferretti, Riva, Pershing, Itama, CRN) with Australian distribution, competing in the same premium motor yacht category as Princess. Overlapping customer base in the superyacht and luxury flybridge segments.
• Sunseeker Australia: Australian distributor for Sunseeker, another major British luxury motor yacht brand. Direct competitor in the same product category (40ft–95ft luxury motor yachts), serving the same HNW Australian buyer with similar show, service, and brokerage model. Explicitly listed as a competing brand in Princess Yachts Australia's brokerage.
• Riviera Australia: Australian-headquartered luxury motor yacht manufacturer competing directly with Princess in the flybridge and sports yacht segments. Strong brand loyalty among Australian boaters, with factory-direct pricing that puts structural margin pressure on imported distributors like Princess Yachts Australia.
• Azimut Yachts Australia: Italian luxury motor yacht brand with Australian distribution presence, competing directly in the premium flybridge and motor yacht segments. Targets the same HNW buyer demographic with comparable pricing and product range.
• Maritimo: Australian luxury motor yacht manufacturer based on the Gold Coast, competing directly with Princess in offshore-capable motor yachts. Competes for the same HNW buyer, with local manufacturing advantages in delivery time and after-sales support. Listed as a competing brand in Princess's brokerage listings.

Others

• Horizon Yacht Australia:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/princess-yachts-australia

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 Princess Yachts Australia