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Alpha Custom Yachts Appoints Denison To Be Its Exclusive North American Dealer

Marina Nazario | August 16, 2021



Alpha Yachts Partners With Denison Yachting

Denison is excited to announce its partnership with Alpha Custom Yachts as its exclusive North American dealer. Alpha Yachts is a new boutique shipbuilding company by veterans of the industry, Roberto and Jorge Aboumrad. Denison yacht broker David Johnson is responsible for promoting all sales and marketing of the new manufacturer to connect owners with a one-of-a-kind, new-build yacht.

SPRITZ 102 Profile
SPRITZ 102
AL FRESCO 125 Profile
AL FRESCO 125

There are many similarities between Denison Yachting and Alpha Custom Yachts. Denison’s history began with Broward Marine in 1948 as a family-owned yacht builder in Fort Lauderdale. From the 1950s through the 1990s, Frank Denison designed and built custom yachts that were beyond their time. Broward Marine continued through the 1990s and into the millennium and slowly morphed into Denison Yachting, an industry-leading yacht brokerage firm based in Fort Lauderdale, Florida.

Alpha Custom Yachts is a family-owned luxury yacht builder based in the United States. Yet its roots start with two independent boat dealers in Mexico. In 1989, brothers Roberto and Jorge Abourmrad realized there was a market for American and European-built yachts in Mexico. Together, they founded Performance Boats and represent Ferretti, Sea Ray, Boston Whaler, and Malibu to sell those brands to Mexican clients.

Roberto Abourmrad aboard an Alpha Custom Yacht

As they gained momentum and a reputation in the yachting industry, the Abourmrad brothers noticed another gap in the market — traditional yacht designs did not always reflect the way the owner used the boat. In 2017, Roberto and Jorge partnered with experienced boat builders and established Alpha Custom Yachts to challenge the status quo of yacht design. Today, the company designs yachts that are beyond our time.

“Alpha is a lot like Denison, in a way, as a family business. Roberto’s son is now running the main business, Performance Boats, which is the biggest boat dealer in Mexico,” explained David Johnson. “It appears to be a smaller company, but in fact, they’re huge and extremely humble as people and in their marketing approach.”

Roberto and Jorge are experienced yacht owners, having owned boats in the 100-foot size bracket for many years. Frustrated with standard production shipyards and fueled with an “if you want something done right, you have to do it yourself” attitude, they took the first steps to design their first custom build. The first build was a custom Spritz 106 as a personal yacht project; today, Alpha Custom Yachts has multiple boats under construction, up to 140 feet in length.

“I know how it sounds, because everyone says that they have built the perfect yacht — but Roberto and Jorge have done it,” commented David Johnson. “They have a combined lifetime of yachting experience and when they put their heads together to design the Spritz and Alpha models — the outcome is the perfect yacht in its size category.”

Alpha Yachts Sundeck

Alpha Yachts designs and builds boats that prioritize outdoor spaces, comfortable and innovative amenities, and an overall user-friendly experience. For instance, each yacht is outfitted with floating walls, floors, and ceilings that are designed with insulation to reduce noise and vibrations. Rather than a large main deck salon, the yachts embrace an open-air layout for guests to enjoy the Earth’s elements. If everything goes as planned, hull #2 of the Spritz 102 will be on display at the 2021 Fort Lauderdale International Boat Show. Mark your calendars.

Alpha Yachts

“We consider Denison not only to be a leader in the brokerage community but also accustomed to selling new boats. They’ve already represented other brands and that sets them apart from the standard activity of a brokerage firm,” said Roberto Aboumrad. “Obviously, our size of boats is not for a normal-sized dealer; so it was complicated to make our decision, but for sure we made the right choice.”

Both Alpha Custom Yachts and Denison are family-run businesses with a shared goal to connect owners with the sea. Through a longstanding relationship with Roberto, David agreed to be the exclusive representative of Alpha Yachts in North America. Denison will be promoting all sales for the Al Fresco and Spritz lines and offering full support for clients.

Alpha Yachts AL FRESCO 125
ALPHA YACHTS | AL FRESCO 125

“We [Alpha Yachts and Denison] both focus on customer satisfaction and products with value. We want to give our customers the best value for their money [together] with an exceptional buying experience,” commented Roberto.

Interested in learning more about Alpha Custom Yachts? Contact David Johnson, who is happy to answer questions and start your journey to owning a new build yacht.


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