Heesen Yachts: no stands at Monaco and Fort Lauderdale in 2025

Marking a significant shift in its communication and marketing strategy, Heesen Yachts has announced it will not be exhibiting with traditional stands at the 2025 Monaco Yacht Show or the Fort Lauderdale International Boat Show. The news, reported by SuperYacht Times, confirms the Dutch shipyard’s increasing focus on product and brand experience through direct onboard encounters.

“Heesen will remain present at these events, but without stands or hospitality areas. The focus will shift entirely to the yachts, which will be docked in the marina to provide a more immersive experience,” the official statement reads.

The decision aligns with the broader strategic repositioning following the April acquisition of the company by Dutch entrepreneur Laurens Last, who returned the shipyard to national ownership after years under foreign control.

Heesen’s marina-based presence – including yachts such as the 55-metre Solemates – aims to foster a more authentic connection with owners, brokers, and specialised media, placing the yacht itself at the centre of the brand experience.

While reiterating respect for international boat shows – which will remain key events on the yachting calendar – Heesen clearly signals its desire to let its yachts do the talking, stripping away anything nonessential.

This revision of the exhibition format is just one expression of the new direction set by Laurens Last, an entrepreneur and passionate yachtsman who heads the TSAL Family Office, a holding company active in manufacturing and advanced technology sectors.

At the time of the acquisition, Last stated: “Heesen represents the pinnacle of Dutch excellence worldwide. My vision is to grow this brand while staying true to its identity as a benchmark in the luxury yacht industry.”

Despite posting record financial results in 2024 – €209 million in revenue and €17 million EBITDA – the shipyard’s decision to forego traditional exhibition formats at the world’s major shows demonstrates a clear break with the past and the implementation of a new development strategy.

The company’s industrial plan includes investments in technology, sustainability, and the expansion of strategic markets such as the USA, Middle East, and Southeast Asia, along with the enhancement of its in-house luxury design division and the further vertical integration of processes at its Oss facility, unique in the Netherlands.

The decision to abandon traditional exhibition stands is fully in line with Heesen’s new business philosophy: less dispersion, more focus, and a product-centric customer experience. It’s a clear message to the market and a reaffirmation of the shipyard’s intent to redefine standards without conforming to established models.

With over 200 yachts delivered since 1978, Heesen is internationally recognised for its fully custom planing and displacement yachts in aluminium and steel ranging from 50 to 80 metres. The decision to favour direct, onboard experiences over traditional stands reflects Heesen’s core values: craftsmanship, advanced engineering, and uncompromising design.

©PressMare - All rights reserved