Norfolk Yacht Agency Sails to Success

James Fraser has a passion for and extensive knowledge of all aspects of buying, owning and selling a boat.

His business Norfolk Yacht Agency was established in 1969 as a boat brokerage service based in Brundall. Today, over 50 years later, it is recognised as the region’s largest dedicated new and used boat sales and servicing centre. We recently caught up with James, to find out more about his thriving marine business and how Covid produced an unexpected rise in boat sale demand that shows no sign of ebbing away…

History of the Company

It was 20 years after the business first started, that we opened a second office in Horning at Ferry Marina, to increase our coverage of the Broads ‘Northern’ rivers. This location gave us the advantage of dedicated sales moorings to display around 20 boats for sale. We have expanded this over the years and now offer 45 sales berths at Horning.

We moved to our current Brundall location at Brundall Bay Marina in 1994. This now gives us moorings for around 60 boats to sell, plus workshops and hard standing space in a beautiful parkland setting.

In 2003, we set up our own service centre to provide high quality repair, refurbishment, servicing, boat finishing and preparation services. We are able to offer effectively a ‘one stop shop’ for the high-quali  ty maintenance, refurbishment and repairs to boats, whatever their make or size.

Our expert team includes experienced marine engineers, boat builders and dedicated preparation staff. This includes Volvo, Mercruiser and Yanmar trained specialists. Our fully equipped service centre is complete with lift-out facilities, a joinery machine shop and a marine engineering workshop.

In 2006, we acquired the Harbour Cruisers property in Brundall. This gave us space for 35 private moorings and new toilet, shower and laundrette facilities. We have since acquired several other sites in Brundall giving us 100 private moorings.

In 2017 we founded NYA Private Charter with the intention of letting a small number of luxury river boats for un-skippered hire. Our Private Charter Cruisers provide a relaxed boating experience, in the height of luxury. Perfect for exploring the Norfolk Broads, our charter boats, are built for the private market and finished and equipped to that standard. Our boats feature bow and stern thrusters, generators, dishwashers and Egyptian cotton bed linen, amongst other things to ensure our holiday makers get an unmatched experience from which to explore the Broads waterways and visit the historical city of Norwich or the market town of Beccles. All ideal for a great weekend away.

Our Team is the Backbone of the Firm

Honesty and integrity are key to the growth of our business. Over time our sales department, the backbone of the firm, has grown into a well-respected, highly motivated used boat dealer, buying, selling and brokering around 300 boats per year from our Brundall and Horning sites. We are also long established agents for the renowned Haines range of river and seagoing motor cruisers.

I originally joined NYA in 1989, at the age of 19 as a salesman. In 1994 I became 50% shareholder in the firm before becoming sole owner in 2003. We now have 20 staff across the sites in both sales and service.

At the Helm Everyday

My position as Managing Director of NYA gives me the benefit of being at the helm of a very varied daily routine. Normally this includes a daily briefing with the sales managers, to stay on top of the latest sales position and prospects and then a briefing with the service manager. There’s also the planning of our Cruising Club trips and the collection and delivery of customer boats. I am also very often the groundsman, caretaker and toilet cleaner!

Our clients are very varied and include locals who boat on the Broads and many who boat around the UK and Abroad. Often boats arrive to us by road to be sold, only to leave again by lorry to their new homes and cruising locations. Our ethos is to provide a very high level of customer service and integrity with well-presented boats, that are honestly described. We value our hard-earned reputation very highly.

Covid-19 and an Unexpected Up-Turn

After the initial shut down due to Corona Virus, the marine industry rebounded in a way that few of us foresaw. The changes in people’s leisure time activities, the inability to holiday abroad and the re-evaluation of work / life balance for many, led to a spike in demand for new and used boats, the like of which I have not experienced in over 30 years. Long after the lock downs had finished, the market for good quality boats remains very strong. Our biggest challenge has been and remains, finding enough of the right stock to satisfy recent customer demand.

Working with Witham

We began working with Witham some 20 years ago after several social events where I met the now MD Nigel Bottom, and after forging a great relationship, it seemed only right to do business as well.

From the outset, we were impressed with the reliability, service, on time delivery and the quality of all the marine and workshop products that we ordered and still do today. We use Witham wherever possible including oil, paints, coolants and antifreeze and many other useful lubes and greases that are used on our premises or in the workshop.

It is of paramount importance to us that we are correctly advised as to product specification and suitability for purpose. Witham have consistently impressed us with integrity and a determination to provide the highest level of service. It is evident that this bleeds down from senior management to the workshop floor.

The other very important aspect is the very warm hospitality provided at the regional county shows! We have very happy memories of excellent hospitality with the Witham team at the Witham Group stand over the years!

Going forward my passion for boating and business remains. I hope the interest in boating in the UK that has recently been rekindled continues and that more people enjoy the beautiful waterways of Norfolk and beyond.