| 57 Karen Phelps Stabicraft boosts Southland economy Stabicraft delivered over 1100 boats in 2021, and in 2022 approximately 1500 boats will be delivered for its dealer network across New Zealand, Australia, US, Canada, New Caledonia and Scandinavia. MARINE Stabicraft Being awarded the Organisation Recognition Award for its contribution to the Southland economy was a real accolade for Stabicraft, says company founder/owner Paul Adams. He says that Stabicraft has achieved considerable growth and success in international sales over the past 35 years and now the majority of boats and revenues come from boats exported from Invercargill. Currently the company’s sales mix is approximately 40% New Zealand, 40% Australia and 18% North America/Canada. Stabicraft employs 160 people in Invercargill with around 130 in the manufacturing team including 22 apprentices, by far the most of any marine industry company in New Zealand, he says. He says that Stabicraft is New Zealand’s largest boat manufacturer by far. With its 10,000smq facilities in Invercargill, Stabicraft delivered over 1100 boats in 2021, and in 2022 approximately 1500 boats will be delivered for its dealer network across New Zealand, Australia, US, Canada, New Caledonia and Scandinavia. By comparison the next largest boat manufacturer in New Zealand delivers less than 400 boats. Paul says Stabicraft’s unique product reflects its design thinking and innovation ethos. “The boats are highly regarded for their performance, safety characteristics, and standout as being different and can truly be considered to be ‘category markers’,” says Paul. “They are different from most all other aluminium boats and are an increasing popular alternative to fibreglass boats too,” he says. The focus on design and innovation has given rise to major international design awards over the past two years. The Best of the Best Red Dot Award for product design in Europe and the Good Design Award in the US were for the innovative ‘walk-through’ feature on its 2250UCWT that was developed for the North American market but has found wide appeal in New Zealand and Australia too. In New Zealand Stabicraft won Best Awards (gold and bronze) in the Product-Consumer category. Stabicraft was founded in a backstreet workshop in Invercargill by Paul and Bruce Dickens who built the first rigid hulled aluminium chambered boat – a Stabicraft 3.5 dinghy. Stabicraft operations have been based at 345 Bluff Highway, Invercargill ever since. Paul says that one of the keys to growth is Stabicraft’s commitment to working with local businesses and it has established key “All of these local businesses have achieved substantial growth, and increased business diversification and resilience through their association with Stabicraft.” strategic production alliances with companies in Invercargill such as Sheet Metalcraft, F-I Innovations, Royans, TES, Creation Signs, Bob Christies Painters and Howard Anderson Upholsterers. “While Stabicraft fabricates most of its boats, it is necessary to work with other businesses in the region to have the boats foamed, painted, powder coated and upholstered. All of these local businesses have achieved substantial growth, and increased business diversification and resilience through their association with Stabicraft,” says Paul. He says that as Stabicraft plans to grow to deliver in excess of 2,000 boats in 2024, it now needs to grow its manufacturing capability and capacity beyond its Southland roots. As is the case with many industries in the post-Covid era, Paul says that the primary constraint is a shortage of skilled aluminium fabrication labour in the region, but in the post-Covid world there are increasing logistics challenges as well. To lay the platform for future growth Stabicraft is now leveraging off its design, production and procurement competencies and Stabicraft now has boats being built and finished in three other locations across New Zealand. It is also moving to establish a manufacturing beachhead in the US, having taken a 2000m2 tenancy in Port Angeles, Washington, from where it will commence a full-service manufacturing operation in 2023. Paul says that Stabicraft has always had a key strategic focus on growing its international/export business and the primary focus for growth in the short to medium term is to capitalise on the opportunities that present in North America where it has been selling boats for nearly 20 years. Stabicraft currently has a four-dealer network in Oregon, Washington and Alaska, and a Canadian dealer network in British Columbia and Alberta and the company has regular enquiries from parties looking to become Stabicraft dealers in many other states across North America. getthere.nz BUSINESS TO THE WORLD? Keen to start selling your products or services internationally? Looking for new markets or investment for your business? Wherever you’re wanting to go, we’re here to get you there.
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