Whitehaven buys Integrity Motor Yachts

Whitehaven Motor Yachts is expanding into the Baby Boomer market with the acquisition of Integrity, which is known for its 32-53ft motor yachts and trawler-style cruisers.

Run by Brett Flanagan and his team, Integrity has carved out a niche in the retiree boat market where owners covet practicality, ease of use, and space.

"We create boats that tick all the boxes for Baby Boomers looking for value for money, low-maintenance, long range motor yachts.

"I am looking forward to a new era for Integrity and watching the brand we have built evolve," Flanagan said.

In the last eight years, Integrity has sold some 88 boats into the largely Australian market, ranging from the 32 to the newer generation 53 Grand Sedan flagship.

Whitehaven, a builder of 60-70ft luxury flybridge cruisers and sportyachts, is looking to expand its line-up and to take Integrity to the next level. International distribution to the US is under consideration, it says.

Commenting on the deal, Whitehaven co-founder, Ryan Hanson said management has "exciting growth plans in the short-term, among them a selection of new models, with details to be announced soon."

Meantime, Flanagan will remain involved in the business for an initial transition period and then in a part-time capacity.

Long-standing marketing and media manager for Whitehaven and Integrity, Peter Pembroke will take on the role of General Manager for both brands.

The pleasure boat market globally is really very fragmented these days and more and more boatbuilders, brands and dealers are offerinng diverse line-ups to cater for everyone from retirees in the slow lane to cashed up Baby Boomers looking for cruising adventure to time-poor Gen Yers more interested in the share economy.

More at
Integrity Boats.