Rough start for Stefan but it’s smooth sailing ahead
STEFAN Ackerie, who built a hairdressing empire under the Stefan brand, believes that finally he is approaching his peak as a small-boat retailer.
Seven years ago he started Stefan Boating World in a giant shed in the marine precinct at Coomera, intending to do to boating what Hyundai had done to cars.
The then $10 million venture started with the importation of French-designed tinnies and half-cabin boats and motors. Mr Ackerie said it had proven far from a cruise.
“I admit I was a bit naive about what lay ahead but I’ve been faithful to my mission and my vision.
“I wanted to sell the best small boats in the world to Australians at the best price.
“Today I can say I’m well down that path and the business, in aspirational terms, probably is only a few months from what will be its summit.”
The 75-year-old, who has 45 Stefan salons around Queensland, said he hoped a boat that originated in New Zealand would help Stefan Boating World reach that summit. The Christchurch-based Reflex business and its moulds have been bought by a Chinese group and production has been moved to China.
Mr Ackerie said the “enormous” group made composite products for everything from trains, planes and cars through to blades for windmills.
“The upshot of their boating venture is that we’ll be selling Reflex boats of even higher quality and with, in some cases, upgraded specs such as music systems and Italian steering wheels. We’ll be able to sell
them for at least 20 per cent less than comparable boats.”
The Reflex line will range from $39,900 for a basic 17-foot model through to $99,900 for a 23.6-footer.
Mr Ackerie said today he was selling boats from seven manufacturers, along with Yamaha outboard motors.
He said his naivety when he started Stefan Boating World included thinking people would flock to a high-class boating showroom.
“They didn’t – they flocked to the phones to check our pricing against other sellers.
“I also was schooled in what people like. For instance, I was selling one boat that was a very efficient model but it didn’t sell well because people didn’t like its looks.”
Mr Ackerie said he also was naive over staffing.
“It took me a long time to get marine mechanics. They are like eagles – they don’t flock and are hard to catch.
“That hard road is over – I’ve today got a mechanical team that’s as good as any in the country.”
Mr Ackerie said his longtime partner and Stefan group general manager, Rose King, had played a key role in moulding the company.
“She knows as much about boats as anyone in the industry – she’s like a blotter.”
The six-times offshore power boat champion said Boating World was selling between 100 and 130 boats a year.
He said that was a “comfortable” figure and was being achieved by offering a range that started at $1999 for the lightest RIB (rigid inflatable boat) in the world to $650,000 for a 42ft Fibrafort built in Brazil with input from Porsche.