Filed under: Yachts & Sailing
What's in a name? Well, everything, if you listen to the branding and marketing gurus. Case in point: Princess Yachts. When the British shipyard came to the North American market several years ago, it was arrived at port under the Viking Sport Cruisers name, partnering with Viking Yachts to permeate the local market. However Princess has since been acquired by luxury giant LVMH, and is preparing to sail under its own power to this side of the Atlantic for the first time.
While the fleet will be largely the same and Viking will continue to manage sales and service for North American customers, the yachts will now be branded under the Princess name as they are overseas, where the brand has acquired considerable recognition.
[Source: Megayacht News]