en.Wedoany.com Reported - Steve Moore, Global Market Manager of synthetic teak decking manufacturer Flexiteek, stated that the company currently partners with 207 global OEMs (Original Equipment Manufacturers). He estimates that approximately 850 OEMs worldwide fit its target market positioning, with about 600 OEMs on the company's potential client list, indicating significant opportunities for further growth.
Flexiteek is currently collaborating with shipyards such as Italy's Pardo (via Teaknotek), Nordic's Hanse and Saxdor (via Flexiteek Denmark), and the UK's Ribeye and Williams Jet Tenders (via Advanced Marine Decking), and continues to expand partnerships, with more new collaborations to be announced. Moore attributes much of the company's success with Nordic OEMs to long-term relationship building and close collaboration, primarily managed through its distribution network. He noted that distributors are the foundation of successful OEM partnerships, with some having represented the brand for over 15 years.
Although Flexiteek considers itself a leader in the synthetic decking sector, Moore believes there is still significant room to improve penetration in both the global OEM and aftermarket segments. Currently, the proportions of these two markets vary greatly across different regions, with OEMs accounting for 70% to 80% of turnover in some markets but only 20% to 30% of sales in others. Ensuring product visibility in shipyard showrooms, dealer networks, and boat shows is a key component of Flexiteek's marketing strategy. Moore highlighted relationships with shipyards like Williams Jet Tenders, where its products are showcased as part of the overall sales package, and expressed a desire to replicate this collaboration model.
In the aftermarket, Moore pointed out that some countries, such as Sweden, are increasingly focusing on this area. Germany shows strong performance in direct deck replacement, where boat owners seek to replace teak or switch from competitors' products. He also noted that environmental credentials are increasingly influencing purchasing decisions and are frequently discussed by aftermarket customers.
Many OEMs are also placing greater emphasis on sustainability requirements within their supply chains. Moore cited Beneteau as an example, where the company requires suppliers to demonstrate environmental performance and continuous improvement to drive its sustainability initiatives. Such expectations are impacting areas like carbon reporting and material selection.
A recent challenge and opportunity for the company in both the OEM and aftermarket segments is the adoption of Flexiteek 3. Launched as the latest product innovation in 2024, Flexiteek 3 has received broad support within the distribution network, although adoption has been slower in some markets compared to others. A few distributors have taken a cautious approach due to requirements from major OEM clients already using Flexiteek 2G. Moore stated that convincing major OEMs to transition to the new generation requires extensive testing, communication, and validation, as shipyards that have built confidence in existing products are cautious about changing specifications. The company has now largely completed the transition from Flexiteek 2G to Flexiteek 3, with the former no longer in production and only limited inventory retained to support continuity needs, repairs, and small replacement projects.
Flexiteek manufactures synthetic decking centrally in the UK, with its Essex facility responsible for producing extruded decking profiles. Raw materials are mixed, extruded, cooled, textured, and quality-checked before being distributed globally. The material is then supplied to a network of distributors and processing centers, which use templates and CNC cutting technology to transform decking profiles into finished deck panels, which are then installed locally through OEM and dealer networks. Currently, major processing operations are located in Sweden, Denmark, Poland, and the United States, with distributors worldwide also processing deck panels for local markets. This model allows Flexiteek to maintain control over manufacturing while enabling processing and installation to occur near clients and shipyards to support OEM production schedules and aftermarket installations.
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