Trade worth its salt

By ROBIN BAILEY

Julie Salthouse spent her childhood living above the Greenhithe boat-house of her father's boat-building business. Today, she heads the multi-million-dollar Salthouse Marine Group, one of the rising stars in New Zealand's marine export industry.

Her father, Bob Salthouse, and his brother John were the pioneers of the highly popular 36-foot Corsair, which became an institution on the local boating scene. In the early 80s, Bob designed the Salthouse Sovereign range of 55ft to 65ft boats which remain the flagship design of the business today.

Julie came on board with the family enterprise in 1999, after working as a financial controller for a human resources company.

Having completed a bachelor of business degree, she saw areas of growth in the marine sector and was keen to take a more hands-on role.

Today, Salthouse Marine has a staff of more than 70 working from the former Power NZ depot in Henderson. They are expanding into Australian and American markets, where their luxury launches are fast earning a reputation for technical excellence and superb craftsmanship.

Julie Salthouse believes it is traditional New Zealand practicality - coupled with attention to detail in fit-out for the top end of the market - which has been a big factor in the company's success.

"Typically New Zealanders are down-to-earth and use their boats in a practical way. But for the offshore market these boats also have to fulfil the glamour roles and do the cocktail parties."

Certain design features developed by New Zealand boaters are heralded overseas for their ingenuity. One example is the fully enclosed fly bridge - developed to suit the open water conditions of New Zealand - which has found favour with international buyers.

"These are things which we have always incorporated, but they are new to many overseas markets. People often say, that's so practical why has no one else thought of it?"

The ability to customise during the boat's construction is also appreciated by overseas buyers.

"We are able to be more flexible in our designs," says Julie. "We can incorporate layout changes that are impossible for production-line companies. Nine times out of 10 people are looking for that little bit of difference in what is, after all, a very expensive purchasing decision."

Customers welcome the chance to be actively involved in the design of their boat, which typically takes 10 to 12 months to build and costs upwards of $3 million.

"Many people love the idea of being involved in the development of the whole product with us."

She credits Tradenz with having played a vital role in the offshore marketing of Salthouse Marine, providing much-valued networking and support.

"When small companies like us are breaking into new markets, it's great to have their support in networking. They are also committed to really getting to know the industry, and providing policy advise that is critical to our specialist sector."

Prime Minister Helen Clarke was introduced to Salthouse Marine as part of a Tradenz-organised visit to the Sanctuary Cove Boat Show last month.

Tradenz general manager of global market services, Jack Stephens, says, "The Salthouse Group is a great example of New Zealand technology on the water."

The New Zealand marine industry is enjoying a high profile offshore, particularly with the leverage provided by our America's Cup success. And with a network of 37 offices throughout the world, Tradenz is well-positioned to deliver support in international markets.

In the past eight months the Salthouse operation has set up an office in Baltimore's boating capital of Annapolis. The group also has an office in Victoria, and agents in NSW, Queensland and Perth.

Julie Salthouse says the company is planning to double its output over the next five years. Having set up new distribution channels, she is focusing on increasing production.

"We will continue to build on our strengths which is producing boats to a very high technical standard coupled with excellent craftsmanship and design. The skill level in the New Zealand marine industry is something special."