Denison Yachting has expanded its operations in Europe to meet the growing demand for yacht sales and charter services. With Monaco as its European headquarters, the company is well-positioned to offer expertise and support to clients across the region.

“As boats grew in size and more began arriving in Europe, we recognised the need to support those customers here,” explains Jeremy Roche, Director for Europe at Denison Yachting. “Once we had that capability, it made sense to extend our services to other clients who could benefit from the same model. It was about enhancing service for our existing clients and then expanding into a new market.”

Since opening its European office in April 2022, Denison Yachting has grown to a team of 16, with eight members based in Monaco and the rest operating as independent brokers in key Mediterranean locations. 

The company’s commitment to service remains central to its expansion. “Good service is about knowledge, expertise, and a deep passion for yachts. That’s what we prioritise,” Roche notes. “When you walk into our office here, you’re going to get a European vibe. We have a very international team – Canadians, English, French, Brazilian, Swedish, Albanian—so you’ll get that diverse, European touch, but also with a lot of enthusiasm, dynamism, and that can-do spirit from the US.”

This strategic presence has strengthened Denison’s ability to provide tailored yacht sales and charter management services.

Expanding the Charter Fleet

Denison Europe’s charter division has seen steady growth, with a fleet now comprising nine yachts and plans to add three more in the coming months. Each yacht in the fleet offers a unique charter experience, from eco-friendly designs to classic superyachts.

Today, the fleet nine-strong includes Silent Grace, an 18.86-metre Silent Yachts model that prioritises sustainability, Inspirante a 20.4-metre sailing catamaran from Foutaine Pajot and Semela, a 22.82-metre flybridge motor yacht from Absolute Yachts.

Larger yachts such as Evereast and The Palm, both over 35-metres, cater to those seeking expansive decks and luxury amenities, while Sea Lady II provides a timeless experience following a 2024 refit. Sailing enthusiasts can opt for Ellen, a 41-metre Perini Navi, and at the top end of the fleet, are two brand new yachts, the 35.75-metre Sanlorenzo Unique S, launched last year, and Gioia, a brand-new 43-metre Codecasa, that offers an ultra-luxurious charter experience with rates up to €275,000 per week (plus expenses).

“Looking ahead, we want to continue adding to our services. Nine boats is a solid start, but we have ambitions for more,” says Roche. “We’re particularly proud to have recently added Gioia to our charter management fleet. We also expect three more yachts to be joining our fleet in the coming months.”

With an increasing number of high-value charter listings, Denison Yachting is setting new benchmarks. “The biggest success I’d highlight is on the charter management side. We’ve just had our first quote that’s over $200,000 a week, which is a milestone for us. The next target is $300,000 a week, and eventually, we want to hit $500,000,” Roche adds.

Denison Yachting is preparing to make its mark at the MYBA Charter Show: “We’re quite proud of this because we’ve never exhibited a yacht there before,” says Roche. “We now have nine boats in our fleet, and we’ve asked all our owners what they would like to do. It seems all of them have requested to be part of it, so we’re in the process of applying right now. We’re hopeful that we can secure at least two yachts for the show, but of course, it depends on space and availability. This will be a big moment for us.”

Tailored approach to service

Beyond fleet expansion, Denison Yachting is leveraging data and digital marketing to strengthen its presence. “I’m a big fan of data, actually, and have been for a long time,” says Roche. “Denison is a firm believer in the power of social media. Our approach to digital marketing and service applies just as well here as it does in the US.”

As Denison Yachting strengthens its European operations, the company’s focus remains firmly on the future. “You’re only as good as your next sale, not your last one. The past is the past, and we’re focused on what’s next,” Roche concludes. With continued expansion in yacht and charter management, Denison Yachting is set to further establish itself as a key player in the European market.