Pictured above: Smart Marine’s Hamilton store front.
What began as one man’s passion for boating and repairing outboard motors is now a leading marine, fishing, boating and outdoor retail business with a nationwide footprint. After more than four decades in business, Smart Marine continues to grow as a boating education hub, boasting over 16,000+ items – powered by its owners and Smart Marine Crew, community, and a commitment to products with both quality and value. General Manager and In-House Counsel Javana Schiphorst shares from experience what makes for a resilient business, and how to keep on a growth trajectory.
When Henny and Maree Schiphorst opened their first marine store in Auckland over 45 years ago, Henny was an outboard mechanic who loved boats, fishing and boating, and helping people get the most out of their time on the water. Maree also is from a boating family had a passion for sales. A great combination.
The technical know-how, a hands-on approach with hard work and a priority to offer quality marine products at the right price were the foundations of what has become a legacy brand in New Zealand’s marine industry.
Fast-forward to today and Smart Marine has grown from that single store into a trusted national retailer with four specialist super stores, multiple social media platforms involving it’s Crew and a robust e-commerce platform.
“We draw our knowledge and passion from Henny and Maree,” says Javana.
“For us, it’s leaning on this experience within the marine industry, and they have been involved with the marine industry for the better part of their lives.”
Javana says that Smart Marine’s values are built on doing things properly, treating customers with respect, and being part of the community it serves.
“Smart Marine prides itself on the fact that our four-specialist boating and fishing stores in Manukau, Mt Wellington, Hamilton and Tauranga are run by passionate boating and fishing crew who love what they do.”
The “Smart Crew” are not just there to sell gear – they live and breathe the marine lifestyle.
“From regular saltwater fishing and gamefishing missions, to early morning boating trips with customers, the team’s credibility and authenticity keep customers returning.”
Drivers in digital-first
Javana says that Smart Marine has never waited for the industry to catch up. The company has always led from the front when it comes to digital technology and innovation – long before e-commerce was mainstream.
“We were one of the first-ever marine retail websites in New Zealand – the first computerised business in the marine industry. So, we’re quite passionate about being progressive and forward thinkers,” says Javana.
That early adoption gave Smart Marine a solid head start. Today, its Smartweb platform is not just a website – it’s an extension of the in-store experience, designed to serve both experienced boaties and weekend fishers alike.
“At the heart of Smart Marine’s digital-first approach is our user-friendly e-commerce platform. We find it’s an invaluable tool to educate our customers and to present our huge range of products across boating, fishing and outdoors.”
The online experience includes real-time stock updates, click-and-collect functionality, and in-depth product pages – all of which help to bridge the gap between in-store and online.
Smart Marine has taken its digital presence to the next level in the past year by leaning into social media, explains Javana. She says that the move felt like a natural evolution for a business that has always prioritised community and product knowledge for their customers via their Smart Crew, then their website and now social media
“We have four Facebook pages – one for each store – and a master Smart Marine Facebook page. Recently, we increased our Instagram online presence, along side the master Smart Marine Instagram page with separate pages for each store, as well as a TikTok page and a YouTube channel.”
“These platforms aren’t just used to promote products but also to educate, entertain, and connect with all boating and fishing customers.”
Growing with purpose
Javana says that Smart Marine has maintained its stance on quality in an increasingly price-driven market. The company is known for taking a selective approach to its product range – a strategy built around long-term trust, not short-term sales.
“We choose quality brands with a good reputation to align with our company goals and directives and our more than 45 year reputation in the marine industry.”
This selective product strategy ensures that customers receive products they can trust. “A high-performance fishing rod, a state-of-the-art marine GPS, or essential safety gear.”
Currently, Smart Marine is preparing to open its fifth store in Albany. It’s a strategic move, Javana says, that answers growing demand from Auckland’s North Shore and surrounding areas.
“The lease is signed and the setup has begun! It is a really great location just off the motorway with lots of easy parking. We found that North Shore people are missing out – and also it is en route to West Auckland and Northland.”
For the business, this marks geographic growth and a deeper investment in the communities it serves. Each store is locally managed, connected, and supported by Smart Marine’s national expertise and infrastructure.
Javana says that the company’s success over the past four decades has not come from chasing trends but from staying close to customers needs, delivering excellent advice with product knowledge and especially great service, and continually adapting to new business trends and technology.
“We’re quite passionate about being forward thinkers,” says Javana – and as the company nears its 50th year, that mindset continues to drive it forward.
