SuperYachtsLondon (SYL) has been operating since mid-May.
SuperYachtsLondon (SYL) is a new yacht brokerage business headquartered in London and operating since mid-May. The company was founded by Jimmy Broddesson, an experienced broker who has sold several large yachts in recent years.
Broddesson’s number two in command is Mads Damgaard as brand manager: “Our philosophy is that we want to be lean and mobile in order to meet and work with our clients where they are,” Damgaard told IBI.
In addition to the London base, SYL has small offices in Palma, Copenhagen and Geneva, as well as Cap d’Ail in southeast France. Damgaard comments: “These will be small offices that we use whenever in town. We will not have people sitting there permanently but be very mobile end flexible.”
Although only operating a short while, SYL has already delivered a Ferretti 830 and has a 50m (164ft) Benetti under contract. The company has also joined with Ocean Independence for a joint listing to sell the 38.5m (126ft) Sanlorenzo-built Onyx, which was completed in 2009 and currently has an asking price of €9.9m after being reduced from €11.5m.
The SYL team currently numbers five but it is anticipated to grow to eight or 10 over the next 12-18 months. As part of its marketing approach for both sales and charter, the company is placing strong emphasis on its high quality marketing material, which includes Damgaard’s prior experience with photography. The team also includes Laura Tennant who will oversee all marketing material, both hard print and digital. Video input comes from Danish cinematographer Tony Lorentzen.
Damgaard adds: “This is the backbone of the company and we work with a strong network of shipyards, naval architects, designers, lawyers, banks etc., along with some of the key editorial players in the industry. The two key things will be a very strong network of potential buyers and co-brokers, and exclusive marketing package. We invest a lot of money in producing the best materials for both web and print.” (https://plus.ibinews.com, 5 June 2013)
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