Sanlorenzo Asia Pacific Strengthens Presence in Thailand

Sanlorenzo Asia Pacific (APAC) announces a strategic partnership with Thailand yachting entrepreneur Vrit Yongsakul to establish Sanlorenzo Thailand, a newly formed company dedicated to the sales of Sanlorenzo and Bluegame yachts exclusively in Thailand. This milestone marks a pivotal expansion of Sanlorenzo’s presence in Southeast Asia and is a testament to the brand’s decade-long success in the region, driven by an unwavering commitment to craftsmanship, innovation, and sustainability.

Over the past 10 years, Sanlorenzo has experienced consistent growth in APAC, thanks to a strong and strategic alliance with Simpson Marine, the region’s well established yacht dealership and service company with over 40 years’ experience in the market, and since March 2024 under ownership of the Sanlorenzo. Through the partnership with Simpson Marine, Sanlorenzo has solidified its presence across key markets such as Hong Kong, Singapore, China, Taiwan, Thailand, Malaysia, and Indonesia, with recently opened Sanlorenzo Australia (Sydney) and Sanlorenzo Vietnam (Ho Chi Minh City).

The Sanlorenzo APAC division, now led by CEO Daniele Lucà, has consistently delivered tailored experiences for discerning yacht owners, aligning closely with Sanlorenzo’s global vision of “Made-to-Measure” yachting. Today, over 100 yachts have been delivered to yacht owners across APAC, with Sanlorenzo Service hubs strategically located in Hong Kong (for North Asia) and Thailand (for Southeast Asia). This new chapter with Sanlorenzo Thailand represents a natural evolution of that success.

At the helm of Sanlorenzo Thailand is Vrit Yongsakul, a successful, experienced businessman in the Thai yachting scene with over two decades in luxury yacht sales and marine operations. Vrit has been instrumental in developing Thailand’s boating infrastructure, fostering a strong yachting community, and championing high-end yachting lifestyle experiences throughout the region. “We are delighted to welcome Vrit and his team into the Sanlorenzo family,” said Daniele Lucà, CEO of Sanlorenzo APAC / Simpson Marine. “Vrit’s deep understanding of the Thai market, his passion for the brand, and his entrepreneurial spirit makes him the ideal partner to drive the next phase of growth of Sanlorenzo and Bluegame in Thailand. This collaboration ensures that our clients in Thailand will receive the highest standards of brand experience.”

Speaking on the formation of Sanlorenzo Thailand, Vrit Yongsakul commented: “I have always admired Sanlorenzo for its artistry, elegance, and bespoke design philosophy, uniquely tailored to the needs of superyacht owners with crafted made-to-measure approach, and range of innovative products. It is a privilege to represent such an iconic brand in Thailand. With the launch of Sanlorenzo Thailand, we aim to elevate the luxury yachting experience for Thai clients and strengthen the brand’s visibility in one of Asia’s most dynamic markets, with existing infrastructures, regulations, and mindset to support its growth.”

Sanlorenzo Thailand will be headquartered in Phuket, with plans to establish a strong presence across Thailand’s key coastal yachting hubs. Sanlorenzo’s ascent in the Asia-Pacific is a testament to the brand’s core values: tailor-made design, technological and sustainable innovation, artisanal quality, and an uncompromising commitment to the customer experience. These values have resonated deeply with the Asian clientele and contributed to Sanlorenzo’s position as one of the most prestigious yacht builders in the world.

Sanlorenzo’s ascent in the Asia-Pacific is a testament to the brand’s core values: tailor-made design, technological and sustainable innovation, artisanal quality, and an uncompromising commitment to the customer experience. These values have resonated deeply with the Asian clientele and contributed to Sanlorenzo’s position as one of the most prestigious yacht builders in the world.

As the brand celebrates 10 years of successful operations in APAC, it continues to forge new paths through partnerships that align with its long-term vision for growth and excellence. The establishment of Sanlorenzo Thailand reinforces the brand’s dedication to building strong local partnerships and delivering region-specific strategies that resonate with clients’ evolving needs. “Thailand continues to be host to numerous Sanlorenzo yachts and superyachts, and this new and exciting collaboration only strengthens the country as a key yachting destination in Southeast Asia, combining local experts and direct service from Sanlorenzo APAC,” adds Nick Stratton, Chief Sales Officer at Sanlorenzo APAC / Simpson Marine. “Further supporting the regional expansion approach in APAC is the strategic location of the new yachts arriving in the region, enabling a consistent, localised expansion approach with the Sanlorenzo SL96A presented in Jakarta, Indonesia; the Sanlorenzo SL90A, the Bluegame BG42 and BGX63 in Phuket, Thailand; the BGM75 launched in Singapore; and the Sanlorenzo SD90 in Hong Kong,” expands Stratton. 

Following the new company establishment, a series of exclusive events will be held across Thailand, inviting yacht owners and customers to experience the new partnership and discover the new SD132, together with SX120 and SL110A to be premiered at the autumn boat shows (Cannes Yachting Festival and Monaco Yacht Show).