Italian superyacht maker Sanlorenzo is capitalizing on wealthy clients' appetite for hyper-personalization, with recent commissions including a vessel built around a living tree. The company's revenue has grown from €40mn in 2004 to €960mn last year, with personalization accounting for 20-25% of sales. CEO Massimo Perotti notes that custom features boost profitability while creating product scarcity.

Sanlorenzo's strategy mirrors luxury automakers like Ferrari and Rolls-Royce, limiting annual production to about 70 yachts priced at an average of €12.5mn. The global superyacht market has expanded to annual sales exceeding €25bn, with Sanlorenzo generating 60% of revenue in Europe, 21% in the Americas, and 10% in Asia-Pacific. The company aims to increase its presence in the Americas to 30% and Asia-Pacific to 15% in coming years.

Despite trade tensions and currency fluctuations, Sanlorenzo plans to open its first London showroom to attract UK clients. The company's resilience through economic cycles stems from its limited output strategy, which CEO Perotti says strengthens pricing power. With global superyacht sales reaching 1,138 vessels last year, Sanlorenzo's focus on bespoke craftsmanship positions it to capture growth in emerging markets while maintaining premium positioning.