Lusben doubles down on scale, strategy and sustainability as refit demand accelerates
Lusben’s Viareggio site
As the superyacht refit market grows more competitive and complex, Lusben is sharpening its strategic focus rather than broadening it.
“What keeps us focused is the growing level of competition, largely driven by rising demand in the refit sector,” says Ferdinando Pilli, general manager of Lusben. That competition, he suggests, is not a threat but a situation that is pushing the Italian yard to double down on operational excellence and a tightly defined target market.
The company has confirmed its return to the Palma International Boat Show, a move that reflects both continuity and intent.
“Exhibiting at Palma allows us to strengthen our presence in the Mediterranean market and reaffirm our positioning as a leading refit shipyard,” Pilli explains. Beyond visibility, the show serves a more strategic purpose: “We aim to meet existing clients, establish new partnerships – particularly with captains, brokers and owner representatives – and gain insights into the evolving needs of superyacht and sailing yacht owners.”
Rising demand puts pressure on refit yards to specialise
That last point is particularly significant given Palma’s strong sailing yacht contingent. Lusben is placing renewed emphasis on that segment, with Pilli noting the importance of “enhancing our ability to attract sailing yachts, especially within the sailing yacht community, which is strongly represented at this show.” The objective is not just volume… it’s relevance; and will help ensure the yard remains aligned with the expectations of a highly specialised and influential client base.
While geopolitical instability continues to shape the wider business environment, Lusben is resisting reactive shifts in strategy. “We’re navigating an increasingly complex global scenario where local developments often have a global impact,” Pilli says. “While our strategy is not directly influenced by recent geopolitical events, we remain mindful of their potential effects on the industry.”
Palma remains key for sailing yacht and client engagement strategy
The company is staying anchored to its core positioning: “differentiating ourselves through operational excellence and by targeting a specific segment – megayachts over 40 metres and gigayachts.”
Confidence in that approach appears well-founded. “Our optimism stems from our solid market positioning and the depth of experience we bring to this evolving landscape,” Pilli adds. That optimism is reinforced by market performance. “Overall, I would say we are at least as positive as we were this time last year. 2026 is confirming the solid momentum we already saw in 2025: our order book remains strong, and demand for refit, particularly on larger yachts, continues to be sustained.”
This sustained demand is not just about routine maintenance cycles. According to Pilli, the nature of refit projects is shifting in ways that signal long-term confidence among owners. “Owners are increasingly investing in more substantial and forward-looking projects, from technological upgrades and energy efficiency improvements to major interior renewal and structural refits,” he says. “These are strategic decisions aimed at preserving and enhancing the long-term value of their yachts, which is a very encouraging sign for the sector.”
Sustainability and AI move to the centre of refit conversations
He expects two themes to dominate industry discussion in Palma: sustainability and digitalisation. “At this year’s show, we expect the conversation to centre around sustainability – particularly the adoption of alternative materials and more energy-efficient solutions,” Pilli notes. Alongside that, the growing role of artificial intelligence is beginning to reshape operational thinking. “From predictive maintenance to project scheduling and resource optimisation, AI is opening up exciting possibilities.”
For Lusben, 2026 is also a milestone year. “This positive outlook is particularly meaningful for us as Lusben celebrates its 70th anniversary this year, marking a long-standing presence in the refit sector and a continuous evolution alongside the market,” Pilli says. It is a moment that underscores both heritage and trajectory – an established player adapting to a market that is evolving in scale, sophistication and expectation.
With facilities in Viareggio, Livorno and Varazze – and a new sales office, which opened in Antibes last June – and a reputation built on combining technical precision with Italian craftsmanship, Lusben’s strategy appears clear: stay focused, stay specialised and use market momentum as a platform for further differentiation. In an increasingly crowded refit landscape, that clarity may prove to be its strongest competitive advantage.
Leave a Reply