Jean-Paul Laurens, founder and visionary of a yachting market in its infancy
In 1973, Jean-Paul Laurens, a recent HEC graduate, forged his fundamental values, notably those of perseverance and daring. At just 24 years of age, this passionate young man realized his ambition by building his own boat, the "Exception 24 a prototype dayboat catamaran, in the parking lot of his school. His objective was clear: to demonstrate that it was possible to make sailing accessible to a wide public by offering boats at affordable prices. Thus was born the idea of a boatyard, which took shape with the creation of "Construction Nautique Laurens" on the Étang de Berre, in 1974.
The presentation of the Exception 24 at the Paris Boat Show the following year marked a turning point. Four boats were sold, attesting to the interest aroused by this initiative. In parallel with his building activities, Jean-Paul Laurens responds to growing customer demand for fittings. With his wife Charlotte, he opens the first hardware store in their apartment in Aix-en-Provence, marking the beginnings of Accastillage Diffusion.
A brand that quickly found its clientele
The limited space of their first premises led to the opening of a dedicated hardware store at 114 rue Sainte in Marseille in 1975, marking the birth of the first store under the Accastillage Diffusion banner. At the time, Jean-Paul Laurens recognized the opportunities offered by the yachting sector, characterized by a multitude of artisanal companies in both production and distribution. His aggressive, customer-focused sales approach contrasted with established industry practices, upsetting some players.
Despite initial reluctance, Accastillage Diffusion's customer base grew, attracting shipbuilders in particular. Word-of-mouth, supported by AD's distinctive identity, contributed to its expansion. Meetings with other enthusiasts, such as Patrick Vandamme and Hervé Papin, give rise to new stores, propelling the Accastillage Diffusion network to great commercial success.
The leading buying group for the marine industry
At the same time, AD set up its first central purchasing office, Tecnimer, in 1977, marking a further professionalization of the company. The company modernized, adopting management practices similar to those of mass retailers. The publication of the first boating catalog in 1977 strengthened the company's market position. The first catalog was a 12-page leaflet containing 500 items.
The following years were marked by significant developments, notably the acquisition of the Polyna shipyard in 1979, and the creation of new AD-branded products. However, the death of Jean-Paul Laurens in 1983 plunged the network into temporary financial difficulties. Under the leadership of Patrick Vandamme, the company overcame these difficulties and continued to expand, faithful to its founding principles.
Subsequently, the network of stores, optimistic and fervent supporters of the AD brand, mobilized their financial resources to participate in the capital of a new entity, Intermer. Their commitment as shareholders lasted until 1991, when the plant was acquired by Arnaud Monnoyeur, a member of the family that owns the eponymous Groupe, a distributor of construction equipment and automotive franchises.
International expansion and the support of major sailors
Between 1991 and 1999, the AD network expanded with the opening of 40 new outlets, while remaining true to its founding principles: offering professional advice and competitive prices without compromising on quality and safety. The AD Guide became an essential reference for sailors, highlighting the expertise of sailors for their peers.
The brand's slogan, "Parole de marins" ("Sailors' words"), finds its legitimacy in the many projects that follow. Renowned sailors such as Gérard d'Aboville, Florence Arthaud, Jean-Luc Van Den Heede and Olivier de Kersauzon choose AD to equip their boats and take on exceptional challenges.
The AD Guide grows in popularity, with print runs reaching 50,000 copies. In 1999, under the impetus of new Intermer managers Jean-Marc and Bruno Bailly, the network continues to modernize, investing in computerization to facilitate real-time inventory management. Expansion crosses borders with the opening of the first store in Spain in 2002. The brand is also modernized with an e-commerce website and the expansion of the storage warehouse to accommodate more than 10,000 items.
In 2010, the Alliance Marine group acquires Intermer, confirming its European ambitions with the opening of sales outlets in Italy. The AD Guide is translated into Italian and English to reach international customers, while a new distribution network, AD Corner, is created to explore new markets.
Backed by the Alliance Marine group, the Accastillage Diffusion network continues to expand internationally, while maintaining its leadership on French waters. Numerous sales outlets around the world are joining the network.
In 2022, a partnership with the Accastilleurs du Golfe network strengthens the brand's presence in French-speaking countries. Then in 2023, to celebrate its 50th anniversary, the double shackle brand capitalizes on its AD nickname, becoming AD Nautic. With the opening of new outlets in Greece, Cyprus, Ireland and Morocco, AD Nautic confirms its appeal to sailors on all seas of the globe.
