BRIG captures the market at SIBS

by Jeni Bone on 5 Aug 2008 According to importer, Neil Webster, SIBS has surpassed his expectations in terms of sales and leads.

'We have well and truly paid for our exhibitor space,' he says, referring to the 420m² area his company, Sirocco Marine, took out this year.

While he is yet to tally the final figures, Webster reports great sales, particularly in the small to medium sized BRIG RIBs he brings in from the Ukraine.

'We are very pleased. Some people are talking doom and gloom and a general softening of the market, but we are happy with our results here this year.'

The main appeal of the BRIG range – which Webster likens to the 'BMW or Mercedes Benz of the inflatable world', compared to Sirocco from China, which he adds is more like 'the Ford and Holden' of the segment – is its superior quality, light weight and stability.

'Unlike tinnies or other tenders, BRIG are very stable and manage all kinds of conditions. They are like big fenders and very easy to transport, durable and good value.'

Retailing from $8,000 to $80,000, the BRIG range comprises boats from 2m to 6.5m. Main sales at SIBS were at the $25,000 level, bought by yacht owners for a tender.

'Most of our sales are to people with 50 to 70ft cruisers – Rivieras, Maritimos, Sunseekers, Princess and that kind of thing – who are looking for an all-round tender. Then we’re getting a lot of parents and waterfront property owners who are buying them for their kids to get around in. Finally, there is a growing number of buyers who just want one as a primary boat because they’re so light and easy to manage.'

Native to the Ukraine, since 1991, BRIG makes a range of leisure craft, professional and rigid inflatable boats.

BRIG is Europe’s leading range of inflatable Hypalon boats for innovation and design and have been available in Australia exclusively through Sirocco Marine for the past three-and-a-half years.

'I saw them at the Dusseldorf and Genoa Boat Shows and if you’ve been the Mediterranean, you’ll see them everywhere. They’re the dominant brand in RIBs in northern Europe. Volvo distributes them in Sweden, so it’s a highly regarded brand.'

Webster, whose background with business partner, David Sargeant encompasses varied businesses over many years, including - automotive both here and in the Middle East, furniture, leather tanneries, agricultural pursuits – entered the marine industry seven years ago.

'In a moment of inspiration or folly, we decided to jump into the marine industry and despite the fluctuations, we love it. But I would say that three-quarters of the people here (at SIBS) are experiencing very challenging times at the moment.'

Sirocco, the Chinese brand of RIBs the company also imports, has been very successful at SIBS as well, although Webster says, the competition is fierce.

'There are cheaper inflatable boat manufacturers popping up all over China, so it’s very competitive. When we add up the figures for this year’s show, it will be line ball with last year, which is mostly good luck, not good management.'

Retailing from $799 to $30,000, the Sirocco range faces a lot of opposition. 'We mostly sold the boats at around $1500, probably more than 10 each day of the show, which is quite good given the market in that price bracket.'

BRIG has five dealers nationwide, while Sirocco has between 60 and 70 dealers around the country.

Webster regularly attends SCIBS, SIBS, Melbourne Summer Show at Docklands and Mandurah, believing the massive outlay for marketing and exhibiting is necessary to get the brands out there and generate sales.

'We definitely take the most space of any RIB brand at Sydney, and despite the expense – which is over and above all the other boat shows – we do see it as an essential part of our marketing.'

Sirocco Marine, based in Alexandria, has just opened a showroom at Coomera on the Gold Coast.


More at www.siroccomarine.com