A record-breaking start to 2025 has seen Chorley-based Panache Cruises hit £32m turnover for the last 12 months – an annual increase of 71%.
The tech-enabled company, which was founded in 2020, is about to launch a new brand called ‘Panache Expeditions’ for customers wanting to head to more remote destinations including Alaska, Antarctica, the Arctic and the Galapagos Islands.
CEO James Cole said: “We’re on a mission to become the world’s largest luxury cruise retail business.
“We’re just over a month away from the end of our financial year and all the indications are that we’ll reach £33m turnover by the end of May, although we’re definitely not complacent.”
Panache employs 58 people in the UK and 10 in its recently-opened US office.
Cole predicted a lot of its future growth would come from its new Panache Expeditions brand, which goes live on May 1st.
“The market is growing exponentially and we think Panache Expeditions will generate £10m+ of annual revenue in the next three to five years,” he said.
“There are loads of new entrants and destinations. There’s a lot happening in that particular space and we want to be one of the big players.”
Anna Perrott, partnerships director at Panache Cruises, said: “Panache Expeditions combines luxury with adventure.
Panache Expeditions is launching on May 1st
“More cruise lines are investing in Expedition ships and it is a massively growing sector.
“We’re seeing our customers becoming more adventurous and wanting experiences that bigger ships simply can’t provide.
“We believe we can become market leaders in promoting far-flung destinations and bringing more new to cruise customers.
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“Expedition cruising can be extremely complicated when booking and we want to make this as easy as possible for people by creating informative and engaging content.”
Panache Cruises has amassed over $10m in sales since launching in America and predicts its US sales will exceed those in the UK inside three years.