In September 2021 the Dutch shipyard Amels made the decision to re-evaluate its brand, its ethos and values. After a year of work, the shipyard has now unveiled its evolved face, and we spoke with the Amels team to find out more about the driving force behind the evolution of Amels and the power of the brand.

Established in 1918, Amels has been an icon of the Dutch maritime industry since its foundation as a wooden fishing vessel builder. Since those early days, the company has evolved, adapting through the ages with the Damen family themselves firmly at the helm, guiding the company and building it into one of the most respected superyacht builders in the world.
Photo: Poelai Tello / AmelsOver the last decade, Amels combined forces with Damen Yachting which was established to unite all of the companies yachting products under one umbrella, which included the Amels brand and its vessels. The two yacht builder’s have been working side-by-side in Vlissingen under the Damen Yachting name and managed by the Damen family, but both with highly distinct products, appealing to different types of superyacht owners.

This closeness, while beneficial to both parties, has over recent years led to confusion, both within the industry, and for those owners looking to enter it. As Sarah Flavell, PR and Communications Manager, explained, “In a sense, the Amels brand, which has been operating for over 100 years, became caught up in the products of Damen Yachting and began to…