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In line with our brand OceanStyle was recently rebranded OceanStyle by Burgess. For superyacht owners, there is still a clear line between the OceanStyle team, with its focus on luxury yachts in the 20 to 45 metre range, and Burgess’s expertise beyond the upper end of that market. So, why the rebrand? First, a little background. In 2005, OceanStyle was formed by Burgess (established as a market leader in superyachts of 40+ metres since 1975) to meet demand for smaller, but no less luxurious vessels. As a separate team with a distinct focus, OceanStyle was able to respond to the particular conditions of the 20 to 45 metre market and deliver a specialist service to clients in this sector. With operations in London, Monaco, Palma and Athens, OceanStyle is at the heart of the European yachting world, offering a full service that includes brokerage, new build, charter and yacht management. Further afield, bases in Miami and Mumbai and an agent in Tokyo signal the company’s global ambitions. OceanStyle by Burgess In 2012, the decision was taken to align the OceanStyle brand more closely with the Burgess parent company brand, without diluting the specialist focus of either company. Burgess has a reputation for professionalism and best practice, and the OceanStyle team operates to the same high standards, but the link between the two organisations was not always clear to clients. “Our rebrand clarifies the lines of demarcation and connection between OceanStyle and Burgess,” says Richard Lambert who heads up the OceanStyle operation. “We are still the same team, focussing on our niche sector, working with the backing of all the Burgess departments such as yacht management and technical consultancy services for new build or refit.” Strategically, there are significant advantages to be gained from creating closer brand cohesion with Burgess. The 20 to 45 metre segment is a fiercely competitive market, in which reputation is key. Explicitly linking the OceanStyle name to that of the world’s leading large yacht company delivers an edge and generates a valuable point of difference. The OceanStyle team remains just as passionate about yachts, and just as committed to the adventurous clients who build, own and charter them. Along with its parent company, OceanStyle by Burgess has been actively exploring emerging markets for some time, in particular South America and Asia. In new markets without a tradition of superyachting, there are strong opportunities for the smaller ‘entry point’ sector and it makes sense, both strategically and commercially, to go into new territories as part of a single, global ‘brand family’, leveraging the impact and presence of the Burgess name. The result of this closer and more explicit brand relationship is that OceanStyle by Burgess clients can expect and enjoy the exceptional standards set by Burgess in the superyacht world over the course of the last 38 years – from brokerage and yacht management to charter and technical services. It is a win-win situation for OceanStyle clients, whether buying, building or chartering: you reap the full benefit of the Burgess brand values and standards, without sacrificing the specialist knowledge of OceanStyle’s team of experts. For further information, please visit: www.osyachting.com


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