Dutch yard Heesen has foregone its stands at this year's Monaco Yacht Show and Fort Lauderdale International Boat Show. According to the yard, this withdrawal is part of a new "client-centric" strategy following the recent acquisition of Heesen by Dutch entrepreneur and investor Laurens Last.
The yard explained that moving away from the traditional exhibition format was a "deliberate choice" that would let the "exceptional quality and innovative design" of the attending yachts speak for the brand.
"The Monaco Yacht Show and Fort Lauderdale International Boat Show remain unparalleled platforms, bringing together the most discerning clientele and key industry stakeholders," read a statement from Heesen. "The shipyard will proudly have its yachts on display, in the best possible positions, ensuring they are the centre of attention."
The withdrawal will also allow for a more focused allocation of resources, with Heesen teasing an "exclusive and immersive experience" for clients and partners directly on board its attending superyachts. This includes the recently delivered Solemates, which has been confirmed for the 2025 Monaco Yacht Show.
Heesen is not the first superyacht brand to reorganise its marketing efforts in such a way. Dutch yard Feadship announced a similar approach to the Monaco Yacht Show last year, coinciding with its 75th anniversary.
Read More/Feadship forgoes usual stand at 2024 Monaco Yacht Show