GYG’s marine product supply and distribution business launches a new brand image following an adjustment to its strategy, which will see a greater focus on its servicing of superyachts’ purchasing requirements. The new image will be carried across Pinmar Yacht Supply’s portfolio
of digital media, shops, retail partners and distribution centres, and is the first in a series of planned changes to transform the traditional retail chandlery business into a digitally powered superyacht supply company.
Commenting on what motivated the strategy change, GYG CEO Remy Millott said, “We have been analysing the performance of Pinmar Yacht Supply and monitoring changes in market behaviour, and similar to what has occurred in other sectors, we have seen a shift from traditional retail and ad hoc purchasing to the adoption of more strategic buying practices supported by digital communications and transactions. Today, the yacht’s bosun is less likely to go into the local chandlery to find a spare part or buy a short-term supply of maintenance products. Superyachts, like most businesses, are streamlining theirsupply chain by selecting key suppliers who can provide them with a fast, efficient, and personalised service with direct delivery to the yacht’s current or future location.
The Pinmar Yacht Supply team operate a yacht centric service model; each yacht is allocated with a dedicated account manager responsible for delivering a personalised supply service from quoting through to delivery. The process is powered by our CRM system which stores yacht details and account information. The system is linked to Marine Traffic, allowing us to ensure deliveries arrive at the right place and time. Having a single supplier with an experienced account
manager who knows your yacht; its location, inventory, account details and will take personal care of ensuring your order is delivered on time to your required location is immensely valuable as it saves the crew time, is easy to control purchasing expenditure and provides access to the best tariffs.
This shift in purchasing practices has been accelerated by the restrictions imposed during the COVID-19 pandemic. We believe these practices will remain in place once the restrictions are lifted as the advantages become clear to captains, pursers and fleet procurement managers.
Pinmar Yacht Supply will retain its stores located inside key shipyards, STP in Mallorca and MB92 in Barcelona, as well as its chain of retail partners in other key superyacht destinations, to
continue to service the daily chandlery needs of yachts in refit. However, the strategic focus is on expanding our network of yacht customers to provide them with a premium global chandlery service. Pinmar’s trade distribution division will continue to service professional clients across
Spain and Portugal.”
Explaining the re-brand Group Marketing Director, Andrew Clemence said, “As our superyacht supply business is adopting a new paradigm centred on the delivery of digitally enabled
procurement services direct to the yacht, we wanted to develop a fresh new image to signify this change. The new brand acknowledges Pinmar’s forty-five-year heritage servicing the
superyacht industry whilst the design conveys the dynamism of the business model and the yacht centric focus.”
The brand will launch across the digital platforms on the 1st June with brand assets such as social media, web, email, and all sales documentation adopting the new identity. The updating of the physical brand elements such as retail stores, vehicles, warehousing and packaging will take place over the quieter summer period. A revamped staff uniform is currently being designed incorporating the new colours and branding and will be introduced in the coming weeks.
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