Yachting companies are making a concerted effort to attract newcomers to the on-water lifestyle. The latest is Benetti, which has partnered with a fellow Italian luxury brand for that purpose. It’s Kiton, which offers custom-tailored clothing plus collections for men and women.
Kiton opened its doors in 1968 outside of Naples and has since expanded worldwide. It has stand-alone stores plus distribution at luxury department stores. The clothier prides itself on remaining family-run and relying on hand-sewing techniques.
Starting with the Cannes Yachting Festival next month, and through next year’s boat shows, Benetti and Kiton will promote one another. At the boat shows, for example, Kiton tailors will be present. Furthermore, Kiton’s clients can arrange tours of Benetti’s yachts. These include the semi-custom megayachts as well as fully custom megayachts that it plans to exhibit. Furthermore, select Benetti customers can take advantage of private tours of Kiton’s facilities in Naples and Milan. And, of course, select Kiton customers can visit Benetti’s Viareggio headquarters plus its Yachtique lounges. The latter are showrooms in Viareggio and elsewhere with hundreds, if not thousands, of samples of stone, wood, fabrics, carpeting, and more. Accessories and furnishings are there, too. Benetti staff work with clients in the Yachtique lounges to select all aspects of the decor, letting them preview the choices via a 3D projection screen as well.
“The aim of the partnership is to devote increasing attention to our customers who have chosen a unique and exclusive lifestyle,” Antonio De Matteis, CEO of Kiton, explains. “Benetti is a beacon of Italian excellence, which perfectly matches our own values: a family-oriented atmosphere, innovation, style, and quality.”
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