Bailey breaks away

Bailey has moved out from under the umbrella of the Caravans Australia group to establish its own Australian joint venture operation aimed at making it our top-selling British brand.

The move took place in June, but the first fruits of the new venture will be seen officially at Melbourne's up-coming Leisurefest from October 2-5, when two of five new 2015 Bailey Unicorn caravans will be displayed under the Bailey Australia banner.

They will be joined by three other new Unicorn models in late October/early November.

The Unicorn has been Bailey's best-selling range in Australia since the Bristol, UK-based caravan manufacturer hung up its shingle under the Caravans Australia banner in late 2011, offering a combination of size, comfort features and light weight that is winning increasing interest from Australian caravan buyers.

Swift, Adria and most recently Knaus by Avan are other British and European brands gaining increased market share over traditional, heavier Australian caravans with this formula.

The new Bailey Australia deal was hammered out earlier this year following a whistle-stop tour by dynamic Bailey UK Managing Director Nick Howard (pictured, right, with Van Geelen) and key members of his product and marketing team in March this year.

He proposed a joint venture to Caravans Australia Managing Director Adrian Van Geelen, who resigned from CA following the Queensland Caravan Show in early June to take up the new role.

It is understood that Nick Howard is the majority shareholder of the new Australian Bailey operation – Bailey Leisure Pty Ltd, trading as Bailey Australia – with Van Geelen a minority shareholder and Managing Director.

Bailey Leisure recently moved into a brand new existing, but previously unoccupied factory in Campbellfield's Metrolink Circuit, which with 3000 metres undercover is exactly twice the size of the previous 1500sq m ‘Bailey Shed' in the nearby suburb of Plenty.

The new facility provides room to store 110 vans on site, with Van Geelen predicting that Bailey Australia could outgrow its new premises within two years.

All of the former staff of Bailey Australia and some staff from Caravans Australia have moved to Bailey Leisure to join Van Geelen, with total staff expected to number 11 by late September.

“Nick Howard saw great growth potential in this region and wanted to set up a Bailey factory outlet here and the arrival of the new and ‘more Australian' Unicorn range presented the opportunity,” Van Geelen said.

“It is Bailey's first major overseas venture and they are 100 per cent committed to making it a success in both the short and longer term.

“The aim is to grow Bailey's share of the market in line with the increased demand by Australians for lighter, more efficient and more modern caravans. Why would you want to tow a 2700kg ‘monster' with a large 4WD when you can have a more luxurious caravan of similar size weighing a tonne less that you can tow with your daily driver?”

Van Geelen said that while some Bailey Australia dealers would remain the same, the company was currently appointing new dealers in strategic locations.

“To sell caravans to Australians, you need an Australia-wide dealer and service operation,” he said.

However, Van Geelen's departure from Caravans Australia leaves a question mark over the future of Regent Caravans, which is currently operating under new manager Stan Guthrie.

Caravancampingsales understands that the 30 year-old brand – and its currently dormant Legacy Caravans offshoot – have attracted interest from other investors in the Australian caravan industry for the second time in less than three years since it was acquired by Caravans Australia in early 2012, with discussions currently underway with at least one potential suitor.