Sunseeker launches rebrand as new owners get on board

The company will launch its new brand alongside several new product concepts at Cannes, marking what it describes as a defining moment in its long-term strategy to strengthen its position in the global luxury yacht market. The rebrand forms part of a broader programme of investment across product development, commercial operations and manufacturing.

The announcement follows the completion of Sunseeker’s ownership transition, with Cross Ocean Partners and Cheyne Capital becoming the company’s long-term shareholders. The business says the investment will support its ambitious growth plans, including expanding its product portfolio and enhancing the customer experience.

Scott Millar has been appointed chief executive after helping develop the company’s five-year growth strategy.

He in fact had stepped down as interim CEO in March, when Andrés Rubio was put in place on the purchase of the business by investment firm KCP. He was then replaced by interim CEO Steve Timms, before Scott Millar’s re-appointment today.

“Sunseeker is one of the most admired names in the marine industry, with an extraordinary heritage, an exceptional product range and an incredibly talented team,” said Millar. “What attracted me most to Sunseeker was the scale of opportunity ahead.”

Millar said the company had “a clear vision, ambitious plans for growth and the full support of our shareholders to invest in the brand, our people and our products”, adding that he was “honoured to lead the business into this next chapter”.

Alongside the new CEO, Sunseeker has strengthened its executive team with appointments spanning commercial, strategy, technology and governance, in what it describes as one of the largest investments in leadership capability in the company’s history.

The business has also outlined plans to invest in next-generation product development, operational transformation and the return of a superyacht offering, underlining its ambition to reinforce its position at the premium end of the market.

For the marine industry, the Cannes launch will be the first public indication of how Sunseeker intends to evolve one of the sector’s best-known brands while building on a heritage that has made it one of Britain’s leading luxury yacht manufacturers.