Winchmaker hatches US expansion plans

By IRENE CHAPPLE

A New Zealand company is out to tackle the United States marine industry in its own waters.

Maxwell Winches is using America's Cup publicity to help reach its goal of getting 30 per cent of the US boat hatch market within three years.

Maxwell, which already holds around 30 per cent of the United States boat winch market, bought New Zealand hatchmaker Weaver Marine this week.

Maxwell chief executive Jim McKegg said the company would use its United States winch distributors to infiltrate the hatch market. The company, which has a turnover of over $20 million, will employ around six extra staff in New Zealand.

Maxwell's profile had been raised by articles in overseas magazines that were written by journalists converging on Auckland for the America's Cup, McKegg said.

"There's no downside to being a New Zealander in the marine industry right now."

He said New Zealanders were naturally innovative and had an excellent boatbuilding reputation overseas.

Maxwell marketed its product as being tested in some of the most extreme sailing conditions in the world, McKegg said.

"We use the credibility that the Southern Ocean has with people."

McKegg said the market was also buoyant because of an increasing trend for Americans to stay at home and spend on luxury items.