Strategy in action / Consumer case study
North Sails:
A leading marine action sports business
North Sails comprises a portfolio of market-leading marine brands focused on providing high performance products for the world’s sailors and yachtsmen.
North Sails’ focus is on innovation and they are renowned for the 3Di model, the sail of choice in the America’s Cup, the Grand Prix, and on most ocean race boats and superyachts. North Sails also produces and distributes branded sportswear across the world, partnering with over 700 chain and independent retailers across Europe and Asia.
In 2024, North Sails continued to expand its portfolio of best-in-class marine brands by adding two further sailmakers to the group, Doyle Sails and Quantum Sails. The brands will continue to operate independently and retain their unique brand identities to support sailors at all levels of the sport. The group sees a real opportunity for growth and development in skills, innovation and technology across the sailmaking brands.
In 2024, North Sails was preparing for and building brand awareness ahead of the America’s Cup, the pinnacle of sailing competition, which took place in October in Barcelona. The event provided the Group with an opportunity to showcase the full power of its technology and extend that to its customers through its clothing range.