Fairline’s strong performance at the Cannes Yachting Festival (CYF) has left the British boatbuilder facing a challenge most companies would welcome – and one that is now shaping its production plans.
Cannes sales fill a year’s production
Pete Hamlyn, Fairline’s chief operations officer, says that “one whole production line’s been filled for a year, from one show”. He’s referring to the company’s strong performance at CYF 2026, where it sold 10-12 boats or more. The model in question is the 47, which has proved so popular that Hamlyn says it is filling “a big chunk of my order for a whole year’s production”. He adds that he’s “only looking to build 36 to 40 boats a year”.
The latest Targa 50 is also “pretty full already,” he adds.
“I’m going have a nice opportunity to try to figure out how I build more of those in a year, than I can. That’s a real positive.”
Hamlyn and recently promoted Dean Ling (chief technical officer) joined MIN at the marina at Southampton International Boat Show (SIBS), currently running until Sunday 27 September.
Ling notes that “normally Cannes is not a selling show, but it was great.” He puts the success down to the product line and belief in Fairline.
“This year it seemed to be really very consistent across the whole [CYF] show,” he says.
Hamlyn believes the belief in Fairline is due to several factors. “The company’s stable now. We’ve got good investors, got brand new products just been launched, and more new product coming out this year.”
Earlier this year, Oliver Southwell, Fairline’s CEO, detailed the operations strategy going forward and the focus on doubling down on the 40–60ft market. At the time, he said other shipyard competitors are moving away from the segment. “One of us is right, and one of us is wrong. My money is on us being right.”
New dealers expand Fairline’s reach
Another facet which has helped sales is the number and quality of new dealers which the company has taken on board.
“The new dealers, as well, made a difference,” says Ling. Fairline now covers 48 regions, up from 22.
And, Hamlyn notes: “The quality of the dealer is much, much better.”
Marketing starts converting into show traffic
Last but not least, the marketing is working, says Ling.
“People were coming directly to see us from what we put out prior to the show,” noting that the company hadn’t engaged in much promotion in the past.
Hamlyn adds that the new Targa 58 GTO brought a lot of people into the stand.
“Then maybe not everybody can afford a Targa 58 GTO,” he continues, “so it took them to the 40 or the 47. It was a good outcome.”
Fairline targets more sales at Southampton
Now the British boatbuilder is at SIBS with similar sales aspirations. Hamlyn wants “the same – plus,” while Ling’s looking to “Just continue where we left off in Cannes really.”
With Cannes having delivered a level of sales Fairline says is unusual for the show, the focus has now shifted to whether that momentum can continue at Southampton. For Hamlyn, the target is straightforward, but the bigger challenge may be ensuring the production operation can keep pace with the demand being generated. A problem to relish.
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