Project Description

Admarel rebrands and restructures for the next phase of development

05 May 2017

AV/IT engineers come onboard from parent Alewijnse Marine.

Dutch marine electronics specialist Admarel has completed a restructuring exercise designed to ensure that it delivers the range and quality of services that its customers demand. This is intended to raise its profile in a highly competitive market and capitalise on its existing strengths, while at the same time adding new capabilities.

A new mission

Admarel is well respected for the design, supply and integration of navigation and communications equipment for vessels and yards active in the superyacht, tug, workboat and high speed craft sectors. Working with many of the leading manufacturers, it has designed and delivered many complete bridge installations along with smaller, system-specific projects. However, clients are increasingly looking to work with fewer numbers of suppliers, each able to provide complete solutions within its specialist sector, and for Admarel this means offering the full spectrum of marine electronics.

It has therefore agreed with its parent company Alewijnse Marine to integrate their highly respected marine AV and IT team, numbering around 20 engineers and technicians, into Admarel, and also to add capability in lighting control systems and security. Combined with the original navigation and communications expertise this makes the company the full-service marine electronics supplier and integrator that its customers seek. As a valued partner it can offer advice and planning for new build projects from the earliest stage, as well as work on refit and repair projects.

A new identity

As part of the process of launching the new Admarel, the company has undergone a rebranding exercise aimed at redefining its mission, vision and company values for its staff and customers, old and new. Called ‘Journey North’, it emphasises trust, quality, teamwork and responsibility, and the new logo incorporates a compass pointing due North. As a fundamental and indispensable instrument, the compass represents the vital part that Admarel can play as a trusted advisor in the safe and successful operation of a vessel, guiding its owners and crew through the shifting shoals of marine electronics. It also signifies Admarel’s ongoing journey of growth and innovation.

Stefan Nieuwenhuys, Director, commented; “2017 marks an exciting new start for Admarel as we sharpen our focus on working with customers to determine the electronics that they need, and then installing, supporting and maintaining the technology into the future. We have a good story to tell and the support of Alewijnse Marine and its 125 years in electrical engineering behind us.”