Sanlorenzo UK Opens First London Showroom at 61 Park Lane, Mayfair
Sanlorenzo has opened its first London showroom, establishing a permanent presence in Mayfair at 61 Park Lane in partnership with its UK brand representative, Sanlorenzo Yachts UK.
The opening was attended by Sanlorenzo executive chairman Massimo Perotti, who framed the move as a statement about the British market's enduring importance to the yard's global strategy rather than simply a retail expansion.
"London has always been one of the great international centres of culture, design and influence," said Perotti. "Establishing a presence in Mayfair allows us to engage more closely with owners and clients who share our vision of yachting as a form of personal expression shaped through design, craftsmanship and innovation. With its rich maritime heritage, proud yachting culture and international community, the UK market remains strategically important for Sanlorenzo and we look to its future with great confidence."
The Mayfair space will function as a central meeting point for UK and Ireland-based owners, prospective buyers, and clients at any stage of the ownership journey. Visitors can explore the full Sanlorenzo and Bluegame ranges, review design concepts, and receive advice on build specifications, ownership structure, and charter options. The opening comes off the back of strong recent demand in the market, particularly for the SL 96A from Sanlorenzo's planing line: the model that has driven the most UK enquiry in recent years.
"The opening of our Mayfair showroom marks an important step in bringing the Sanlorenzo experience closer to our clients in the UK and Ireland," said Nick Hatfield, managing director of Sanlorenzo UK. "London is a more central meeting point for inherently busy owners and now a place where the conversations that shape future yachts can begin."
Sanlorenzo Yachts UK has held the exclusive UK representative relationship since 2020. In that period the team has commissioned nearly 30 yachts across the group's portfolio: a number notable not just for its volume, but for the fact that more than 95 per cent of those owners came to Sanlorenzo for the first time. It is a figure that speaks to the strength of the yard's positioning in the market and to the quality of the brief Sanlorenzo Yachts UK is clearly presenting to clients who had not previously considered the brand.
"This new space allows us to introduce clients to the brand, its philosophy and its approach to bespoke yacht building in an environment that reflects the same level of design, craftsmanship and attention to detail that defines every Sanlorenzo yacht," Hatfield added.
The showroom launch follows a year Sanlorenzo has described internally as one of "significant product innovation and growth," with the yard reporting more than €960 million in revenue from new yacht sales in 2025: a figure that underlines the scale of the operation behind the boutique Mayfair presence.
Sanlorenzo Yachts UK is part of the Ancasta Group, one of Europe's largest yacht brokerage and distribution businesses, which recently announced a change of ownership: founder Nick Griffith has sold a majority shareholding to Matthew Shave, who assumes the role of CEO, with Griffith transitioning to chairman.
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