I’m a capitalist. But I also strongly believe that capitalism should be played with rules and a referee. After all, as Scott Galloway is wont to say, it’s a full-body contact sport and would we let people play rugby or American football without a ref on the field? Might not end well.
But that’s exactly what we are doing these days with capitalism. And worse, when governments fail to pass and enforce sensible legislation and regulations to prevent monopolies and encourage competition, it’s not just the players that tend to get hurt but also us customers.
I could rant on for thousands of words about the folly of letting Google own YouTube, Facebook buy Instagram, or Canada’s charter banks keep prices high and service for shit, but the same terrible trend is coming for the marine business, so let’s focus on that.
I have already expressed my fears about Brunswick Corporation gobbling up so many marine manufacturers, and indeed everything I’m hearing indicates that service and support have already suffered.
And now we have North Technology Group buying both Quantum and Doyle.
Sailmaking was already concentrated in too few hands because advances in technology, as well as offshoring of the actual manufacturing, has made it hard for independent sailmakers to compete, but this latest development will allow North to do anything they damn well please.
Oh sure, they claim that each company will still operate independently and compete…and that Santa will come down your chimney bearing gifts in a few months.
In fact, I have already heard credible rumours that the strategy is to concentrate manufacturing for all three brands at North’s huge manufacturing facilities in Sri Lanka and the USA. If that’s true, there will be no difference between the sails…other than the label.
And, as pretty much always happens with monopolies, I predict that not only will value go down—a cute way to say prices will go up while quality heads the other way—but this will also be the end of any meaningful innovation. After all, why would you spend big money on R&D when you are by far the biggest game in town, at least for high-tech moulded sails?
Wait, it gets worse. North Technology already own Southern Spars and Hall Spars, so good luck getting a reasonably priced mast. Not quite a monopoly, but it’s heading that way. Will Offshore Spars and/or Sparcraft be the next to fall…err…come under the benevolent umbrella of North Technology Group?
Update 16th August
After I slept on it, I realized that I should have clarified that I don’t blame the management of the three sailmakers involved for this. Their job is to maximize shareholder value, and building a monopoly, or even an oligopoly, is a great way to do that. Heck, if I was in their position I would do the same. That’s business.
So where’s the tip here, other than John is severely pissed off that regulators let something this bad for us consumers happen?
How about:
Consider supporting an independent sailmaker, while there are still a few left.
Three years ago I was blinded by innovation so tried to place an order with North. The experience was hugely frustrating; calls and emails were only returned after much persistence and the eventual (very expensive) quote missed off some basic elements. I felt that my custom was totally unimportant and that I had been misled, though through carelessness rather than deliberate intent.
I went back to Kemps, a family-owned sailmaker that had given me good service in the past. The company owner himself visited and actually recommended reducing some specifications after checking over the boat, asking how/why/where we sailed and giving expert advice. The sail that resulted has performed superbly over a few thousand miles and was literally half the price of the one that North wasn’t trying hard to sell me.
By using a good independent sailmaker I got a huge amount more than just a new sail. Value isn’t just to be found in an item.
Hi Iain,
Thanks for sharing your experience. I think a lot of this depends on having a local North loft run by a real sailmaker rather than a salesman. We have a good North loft locally in Lunenburg, that actually makes sails under a different brand, so I think it would be better here. That said, no question that North can be very expensive.
Anyway, good to hear than Kemps worked out well for you.
An elephant cant dance with a mouse. As North gets bigger, and gobbles up its competitors, it will become less agile and less able to dance with individual customers. That leads to a commoditisation of its offering – which is exactly when things will tip in favour of the small, innovative, service-oriented service provider. It’s happened in every space I’ve ever studied from beer (think craft brewers) to chocolates to clothing to cars and even to marine diesel engines. In cars, Toyota, Ford, GM, Mercedes have all been caught out by Tesla. North’s time will come. Shame on them for being so naive.
Hi Steven,
I hope you are right, but on the other hand I think that only works in industries where no single player has built a monopoly, or a few huge ones an oligopoly (Canadian Banks).
And craft beers don’t work for me as an example, because the barrier to entry is so low compared to modern sailmaking. Ditto chocolates.
Cars are interesting. There can be a Tesler, but then again, I’m betting the established players will eventually nuke Tesler. Again, I hope I’m wrong. And then there’s the Chinese. And also the big guys controlled auto making for, what?, 50 years. Not desirable. Anyway, very complicated.
I don’t think the marine industry is that complicated and therefore I fear that the North and Brunswick near-monopolies will do a bunch of damage to offshore sailing even if they one day fall.
Last year, I bought a new mainsail from John Clark, the last top-tier independent sailmaker in our region. His labour rates were far higher than the order-here / build-overseas companies, but after accounting for shipping & import he was actually a few percent cheaper…. for a better, and truly customized, product.
He passed away this spring, and while his loft carries on under new ownership, they now only maintain & repair sails. The expertise needed to design & make brand-new ones is gone.
Consolidation brings the appearance of efficiency, but we lose a lot of options if local shops are driven out of business in the process. And the efficiency, from the customer standpoint, often ends up being lost to the relentless corporate drive for increased quarterly profits.
Hi Matt,
Wow, that’s sad that the new ownership did not learn the trade. Still, I get it. The same thing happened when I sold my loft nearly 50 years ago, and it was a lot easier then to make a profit on a new sail than it is now.
Yeah, in this case the new owners bought it because they’re sailors themselves and recognized the need for a local loft that can do repairs & storage…. but making good new sails is a black art, one that takes a decade-plus to learn and master. There just isn’t enough demand to sustain a large number of high-skill local lofts and a robust series of apprenticeships.
John, this is the way of the world now, though hugely undesirable from a customer’s perspective. I am sure you’re aware of the author Cory Doctorow, who coined the term, “enshittification”, which went viral 18 months ago.
Here’s his presentation at Defcon, from a few days ago:
https://pluralistic.net/2024/08/17/hack-the-planet/
Your suggestion, “Consider supporting an independent sailmaker, while there are still a few left” is one of the solutions he recommends. And this is all about resisting monopolies, of course.
Hi Kit,
Yup, I’m aware of that term. Thanks for the link, I will have a look.
Hi John,
Agree completely. And as a plug for the sail lofts that have served Alchemy well:
I am 20+ years from first- hand knowledge, but others have reported that it is the case that Z Sails in Stamford CT. still make the superb sails they made for me in the past.
And ~~10 years ago, John Parker was building sails at Suffolk Yacht Harbor, England. He moved under the umbrella of OneSails, but maintained the quality build that still grace Alchemy’s spars.
My best, Dick Stevenson, s/v Alchemy
Hi Dick,
Thanks for two more options for independent sailmakers.
Lots of trash-talking about North but big isn’t always bad. During Covid I blew out the main on my J-108 (a J-109 with a centerboard). Supply chain made it impossible to get a new main in any reasonable time. The local North rep from the Bridgeport, CT loft personally came to my dock, measured, and found me a used main that he recut to get me by. When my new main was ready he delivered it to my boat and helped me rig and tune the sail. The local North reps have repeatedly helped me tweak and tune, just like they were a mom-and-pop shop. Are they competitivly priced? Is anything about a boat competitively priced? All I know is that the service is so personal, at least with my local North loft, that I wouldn’t think of shopping around.
Eric Ploumis
Hi Eric,
I agree, I have had great service from the local North loft in Lunenburg, but at least to me, that does not make monopolies good for the customers.
I’ve had good and bad with North Sails in the last 7-8 years.
We wanted to support our local North loft in New Orleans and last year bought a $5k RF spinnaker for our Dragonfly 32 trimaran that had to be replaced. It took four months to get the first sail and it was cut improperly so North had to replace it. It took 6 months to get full approval from their warranty “department” for the replacement and then another 3 months to get the new sail built (and the new sail is good). The owner/manager of our local loft was very frustrated by what happened to us.
We ordered a new set of J/80 sails this year. Pretty quick delivery (about 6 weeks) and the sails are well built and fast. Again, we worked with our local loft on this order.
I’m an avid A-Class catamaran racer and in 2019 North collaborated with Australian star (ex Team New Zealand skipper) Glenn Ashby on a very fast A-Class catamaran sail. They made the construction comparably light to other sailmakers in the class so it’s a one season sail at best. I had to correct build mistakes on the two sails I bought from them and based on my experience in the class (since 2001) made some suggestions to North to make the sail easier to rig and set up. I was responded to by their A-Class “expert” (someone who has never sailed or raced in the class) that I basically did not know what I was talking about. I went back to other sailmakers in the class. I did not need to be insulted.
I think it is not good for the sport (whether you cruise or race) that North is gobbling up their main competition. I wonder if Elvstrom in Europe and Ullman here in the states is next in their target sights.
The future does not look promising that you will have easy access to local or even regional lofts for new sails and/or repairs if current trends continue.
Hi Bob,
A mixed bag indeed. I think maybe the take away is that for a class like the J80, if North are the leading sailmaker and have made the effort then they are the sailmaker to select, but for custom projects, maybe not so much. The time taken to authorize the replacement for your Dragonfly sail is, I fear, indicative.
The attitude you had from the A-class guy is not restricted to North, I had some dealings with the J/109 expert for Quantum where I also got treated like an idiot when I pointed out an error. That said, when I complained to Quantum Corporate, I got an apology and instant satisfaction. I wonder if that would happen now.
And to me the other big take away from all of this is that if we are going to do business with these big lofts a lot depends on the local representation. We are lucky in that regard, here in Nova Scotia.
There are several sides to this developing issue. One would be that some individuals who were working for Doyle and Quantum were looking at losing their jobs due to business failure. They will now have an opportunity to keep their jobs as a result of this activity. There will be some consolidation, sure. Just as likely, North could structure the 3 teams into channels to serve certain vertical markets. Such a structure could actually enhance the service and support for the consumer. This at least sounds like a possibility.
I enjoyed my experience buying North Sails. When I needed to replace the main, I explored three local lofts, plus Doyle Sails, and Lee Sails. North was the only company to come to the boat and measure the rig before making a sail recommendation. Their loft in Seattle was helpful in post-delivery refinements and service.
Time will tell how this evolution works out.
Hi John,
As you say, time will tell, and I hope your scenario happens. That said, if we look at the history of acquisitions that would seem less likely than undesirable outcomes.
3 Years ago I bought a new main and genoa for my boat. I went with a local sailmaker (John Cachia of Action Sails Malta) who personally measured the boat for the new sails, discussed with me at length my intended use, advised me accordingly, and specified them sensibly. When the sails were delivered he fitted them personally and a small issue cropped up with time main he fixed it no questions asked even though it took several visits to the boat to fix. I had other quotes from big-name lofts and his quote was not the cheapest of all the quotes I had but he gave me a beautifully made set of sails that meet my requirements to a tee. If I had to order a new set of sails again he would be my first choice. Craftsmanship and customer service count for a lot in my book I’m sure I would not have gotten the personalized service and attention to detail from a big-name loft. I have been his customer for over 10 years and take my sails in for an annual service (cleaning, inspection & repair) and in the past his knowledge and advice have saved me thousands. He is a 2nd generation sailmaker, he learned the trade from his father (now retired) and has now taken over the business.
Hi Patrick,
Great that you had such a good experience, thanks for sharing it.
Here in Portland, Oregon, we had Waagmeester Sails, started back in the late 40s. Dale Waagmeester, the son of the founder, was a tremendous sail designer who, eventually, had to find offshore teams to build the sails he designed. He designed and built 5 sails for my vessel. Sadly, a couple years ago he became too ill to continue, and had no one to take over the shop. I have had good luck with the local maintenance and repairs of my Waagmeester sails
oops. meant to say: the local North shop has been good in terms of maintenance and repairs of my sails, but I have not had them build anything. There are a few local shops in Seattle and, of course, for cruisers with more money than I have, there is Port Townsend Sails, started by master cruising sail maker Carol Hasse. The problem with Seattle shops (out of town for me) is determining their design and build quality. All said, as consumers, we all suffer from monopolies, but shareholders tend to love them.
My boat, a Merit 25, is at the same club as Terrance. I had the local North Sails loft make me a main a couple of years ago.The local rep is an active local racer and he measured the boat, fitted the sail and went out with me to help me trim. I bought sails for my previous boat from Waagmeester, but he was out of business by the time I got the Merit. There are some good lofts in Puget Sound, but it really isn’t practical for me.
Hi Terence,
Sad to hear of yet another family sailmaker going out of business.
While I totally support competition, an interesting question has been risen in some of the comments.
How much do you actually need now to enter the market of sail making (not new technologies inventing, ofc)? You don’t need to build a factory – it will all be produced overseas on a generic manufacturing line, which was most likely being used by many competitors already. Isn’t it so?
Hi Ignat,
Actually I don’t agree. In my experience if we want good sails we need to buy from a sailmaker, not a salesman, which is what we often end up with in that model.
Oh, my point is not about the person we are working with. There i agree completely.
I am not very familiar with the technologies, but i had the impression that very modern sails are not built by hand, they are laid up fibre by fibre in a kind of a giant sail-printer, aren’t they?
In this case you can be a local sailmaker and this printer can be printing overseas, and you don’t need to own it to start your independent loft. So, the initial investment is not that prohibitive.
Hi Ignat,
High end race sails are indeed made that way, but it’s not optimal for cruising. In that case the best cost performance seems to come from radial cut sails (panels) using laminates. In this case I think the best possible solution is a real local sailmaker who can come to your boat, but also has the technology (computerized cutting table) to make a really nice sail. Here’s an example sailmaker that does just that: https://www.morganscloud.com/2009/11/18/how-we-buy-sails/
The other problem with string (load path) racing sails, like the ones you mention, is that if the designer screws up there is no way to fix the shape. So I think that option is best for one design classes where the sailmaker gets it all figured out, usually working with a class leader, and then we just order that standard sail. But that only happens one design classes where there are a lot of boats.
I think I agree with your choice of cruising sails…but back to my point, what is the initial investment barrier for a modern sailmaker? and is it that high indeed?
Do you even need your own computerized cutting table? cannot you order computer-cut panels from the very same HK/China/Taiwan (what is it now?) factory and assemble it locally putting in your professional ‘personal touch’ in your loft?
Hi Ignat,
Sure, you can do that. And I believe some do. But I don’t think it’s generally optimal. How is this guy going to learn the trade?
In most cases like you suggest there are three people in the mix: Salesman, designer, sailmakers in third world country. The only person the customer gets to interact with is the salesman. So a lot gets lost in the comms. And then what if the shape needs tweaking, as it often does? Your local guy does not even have a sewing machine, loft, or the knowledge to fix the problem.
As I say, for mass production racing sails, the model you propose works well, but I don’t recommend it for custom cruising sails.
And just so you know, back in the day, I was a sailmaker and sail designer, so I do have some idea of what I write.
Evolution Sails based in NZ (their new loft is located on a former lettuce farm a few km from my home) is an example of what competition can achieve, Rodney Keenan having established it from scratch about 20 yrs ago after leaving Quantum. It is now a significant international player in both racing and cruising sails, with lofts in USA, Canada, Australia and Palma.
Hi Alan,
That’s good to hear.
I have purchased new sails for my last 2 offshore boats from Calibre Sails. Made in Whangarei, New Zealand. Quality and 1st rate service.
I’ve bought from Mack and Quantum. Pleased with both.
But for my F-boat I like Calvert, a medium size loft that specializes in small-medium multihulls, but does larger multihulls. That said, more F-boat sailors seems to migrating to North. More expensive. I think it is the advertising that gets them.
Will Calvert go away? Who knows. I like working with Dave. I first bought from him for a beach cat, then a Stiletto, and now my F-24.
Hi Drew,
There’s a lot to be said for working with one sailmaker over a number of boats and years. Thanks for the report on Calvert, and let’s hope they can stay in business.
Omar Sailmakers, New Bern NC. Sailmakers and riggers who sail. Getting ready for a short hop down the coast, we found a minor problem with the jib roller. We called Omar, and the company owner drove down to the waterfront, looked over the roller, and assured us we were safe to sail on. Fix at our leisure, it was non-critical. We were happy to have his expertise and offered to pay, but he declined.
Hi Paul,
Wow, that’s a great endorsement, thanks and kudos to Omar.
For UK readers I offer a plug for Sanders Sails in Lymington. They do not advertise or attend boat shows but stay busy by word of mouth recommendations. Their sails are made in their loft in Lymington, England. They built a great set for me.
Hi Charles,
When a company does not need to advertise it would seem to me that’s a powerful endorsement.
This spring, I replaced my main, genny and spinnaker – all were very tired. I got quotes from 6 sailmakers, including North Sails in Vancouver. For dacron tri-radial cut sails, prices ranged from $C8,400 (Rollly Tasker) to $C17,500 from North Sails. I don’t doubt the quality of North Sails, but twice the price? (These are not high tech racing sails). In the end, I decided I wasn’t sending my money offshore so I went with a local sailmaker – Leitch and McBride.
Paul measured my boat, designed my sails, made them in his loft (that I was able to visit) and installed them on my boat. Perfect! And for a LOT less than the monopoly. In addition, I have a loft to take my sails to if there are any problems. Great product, great service.
Supporting local is the only way to go.
I have made a fortune as a small businessman competing against big businesses by doing the things big businesses do very poorly. And by picking the niches and providing EXCELLENT service. I’ve seen off several competitors including branch offices of big outfits, and I’ve done it without trying to compete on price or launching charm offences within my target markets. In fact I’ve regularly shown price shoppers the door and told them if price is the only thing that matters, go here. But then asked if they sought the cheapest doctor, or the best they could afford.
It works in every industry and especially in sailmaking. The high tech end can only be afforded by the very rich anyway, which leaves plenty of room in the market for your local independent sailmaker, if he’s savvy about running his or her business and puts people, both employees and customers, at the forefront of his operation.
But I do agree with John’s central point here, the greatest failure is one of regulation. Governments should not be allowing private monopolies.