24 Apr 2014
Bredy heads Sud
Laurent Bredy has been appointed as the new head of Sud Marine Shipyard’s yachting department following his exit from ITM, now Palumbo Marseille, in February 2014.
Bredy joins the Marseille-based refit yard alongside Emma Henry, and together the two will head the division with the expressed aim of raising Sud Marine’s profile among what is a crowded French refit market. With the uncertainty of the tendering process that saw the ailing ITM leased to Italian-headquartered Palumbo, there was a partial exodus of staff from the yard, with Bredy among them.
And now, just across the road, Bredy has joined an enterprise that, “is pretty well established in the area.” This is because, he says, of his partner at the helm of the yachting division, Emma Henry, who Bredy identifies as a prominent figure within the French Riviera’s refit sector.
“We’re having a very nice end to the season”, Bredy explains. This busy schedule comprises S/Y Taouey, which is alongside the entrance of dry-dock No. 1, with M/Y Mim and M/Y Mimtee hauled out the week before our conversation for some detailed maintenance works. On the other side of the shipyard, M/Y Cleopatra is completing a major refit whilst M/Y L'Albatros, previously Antinea, will soon be ready to hit the water.
Bredy identifies Sud Marine’s USP as its expansive dry docks, which can accommodate any sized superyacht, and which he says are among the largest on the Riviera; “it’s an old way of doing refits”, he explains, “but it remains one of the best”.
Defining oneself in such a crowded market is a challenge that will comprise a large portion of Bredy’s new role. “We need to have a greater presence because not everybody knows who we are at the moment”, he said. “Before the end of 2014 we want everyone to know what the shipyard can achieve … so we will begin with a presence at all of this year’s yachting events.”
Henry reiterates Bredy’s plan to focus the yard’s marketing on captains and managers, as the operational front line, making them aware of the facilities available. “As Laurent says, it’s a dry dock, but it’s a very large dry dock and in actuality, for very large yachts, a dry dock is the best way to tackle underwater works”, she explains. “Dry docks are ideal for the really big vessels and that’s our market, so we really need to get our message out.”
“We want to get our name to a position where it comes to mind just like a ‘Compositeworks’ or a ‘Monaco Marine’, Henry adds.
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