We take a look at how one man’s dream became a reality, growing into one of the most respected names in New Zealand’s alloy boat industry.
Image Boats Ltd is a proudly family-owned and operated Southland business that has grown from humble beginnings into one of New Zealand’s most recognised names in custom-built alloy boats. Over the past quarter of a century, the company has completed close to 200 unique builds, each one tailored to its owner, with many more projects already on the board.
This milestone marks not just the passage of time, but a story of determination, craftsmanship, and a love for the water that has guided every decision along the way..
THE FIRST SPARK
The seeds of Image Boats were sown some 30 years ago when founder Dean Wilkes, a qualified sheetmetal engineer, decided to try his hand at building his own boat. Working in his backyard, Dean crafted an 18-foot ski boat, a project that combined his professional skills with his lifelong passion for boating, especially waterskiing. That first creation, powered initially by a Force 90hp outboard (and later upgraded to a 150hp EFI Mercury), wasn’t just a boat, it was the centrepiece of countless adventures. Dean and his wife Stacey were out on the water nearly every night after work, skiing until the last light of day, and exploring South Island lakes every weekend. The couple even fitted a barefoot bar and joined the Southland Waterski Club. Life was busy, fun, and brimming with the kind of energy that comes from doing what you love.
FROM DREAM TO BUSINESS
It was during one boating trip through Queen Charlotte Sound that Dean began imagining something more, a boat they could sleep on, designed for longer adventures and rougher waters. That vision would eventually evolve into the company we now know as Image Boats. In 2000, Dean set up shop in a small, leaky, and drafty old workshop in Southland. With limited space, basic tools, and no staff, he started building boats for other people – one at a time, from start to finish. The workshop might not have been glamorous, but the boats quickly gained attention for their solid construction, thoughtful layouts, and quality finish. Today, Image Boats has grown into a thriving operation employing 14 staff, including highly skilled tradesmen and apprentices learning the craft. Each vessel, ranging from 6 to 12 metres, is built to order, whether for recreational fishing, family cruising, or commercial work.
A FULL IN-HOUSE SERVICE
One of the hallmarks of Image Boats is its complete in-house service. The process starts with a detailed design consultation, where the customer’s needs are mapped out. From there, the team takes care of every stage – hull construction, fit-out, and even the custom-built trailer. For specialist elements such as painting, joinery, plumbing, and upholstery, Image Boats works with trusted local contractors. The goal is a seamless process and a highquality finish, meaning customers can simply step aboard and start enjoying their boat from day one. As Dean puts it, “We take care of the details so our customers can focus on chasing the horizon and the perfect catch.”
A BUSINESS BUILT ON FAMILY
From day one, family has been the beating heart of Image Boats. Dean’s father Ron and cousin David were part of the brand’s early promotional efforts, delivering boats to new owners and representing the company at shows around New Zealand. Stacey’s dad Davey was a frequent presence in the workshop, often helping well into the early hours of the morning to get builds over the line. These days, it’s Dean’s brotherin-law Craig who often travels with him, helping to showcase boats at events and on delivery trips. Alongside running the business, Dean and Stacey raised four children – Anastasia, Lachlan, Arielle, and Raquel. Over the years, each of them has been involved in the business in one way or another: working in the fit-out department, managing stock, helping with newsletters, and assisting on the retail side through Pleasure & Marine Ltd, the couple’s marine retail business. Today, Image Boats remains 100% family-owned and operated by Dean and Stacey, with daughter Raquel now working full-time in fit-out, a sign that the next generation is already taking its place in the workshop.
THE IMAGE BOATS FAMILY TOUR
One of the company’s most distinctive traditions is the annual South Island Image Boats Tour, now in its 22nd year. The tour sees the Wilkes family take the latest Image Boats demonstrator model on a monthlong road trip, visiting lakes, harbours, and coastal towns across the South Island. It’s part working trip, part family adventure. It began the summer Arielle turned one, and has run every summer since. Arielle has celebrated her birthday on tour almost every year, missing only two, starting with that very first trip. Dean and Stacey used to joke that she had more birthday celebrations than anyone else we knew and that she might introduce herself with, “Hi, my name is Arielle, and it’s been two days since my last birthday.” Because her birthday always fell during the tour, they made up for it with multiple celebrations: a party once they got home, and a special tradition with their wonderful friends Heather and Martin in Blenheim, where Martin, being a chef, would create the most incredible birthday cakes!
At each stop, locals have the chance to view the boat, step aboard, and even take it for a test run. At the same time, the tour serves as a powerful live demonstration, showing that an Image Boat can comfortably house a family of six, on and off the water, for weeks at a time.
For Dean and Stacey, it’s also a way to connect face-to-face with customers, hear feedback, and see firsthand how people use their boats in different conditions.
BUILDING A REPUTATION NATIONWIDE
Over the past 25 years, Image Boats has built not only boats, but also a strong reputation across New Zealand. Owners praise their vessels for seaworthiness, comfort, and the kind of durability that comes from a Southland workshop where conditions demand strength. While the company’s roots are in the South Island, demand has grown steadily in the North Island as well. With the support of a dedicated North Island sales team based in the Bay of Plenty, Image Boats now delivers custom builds to customers nationwide.
STILL DREAMING. STILL BUILDING
A lot has changed since that first backyard ski boat – the workshop is bigger, the team is stronger, and the boats themselves are more advanced, with modern electronics, cutting-edge alloy designs, and custom layouts for everything from diving expeditions to commercial charters. But some things haven’t changed. The passion that drove Dean to build his first boat is still the same. The commitment to quality, customer service, and family values remains at the core of every build. As Dean reflects, “The boats have evolved, but the heart of what we do hasn’t. We’re still here to make sure our customers get exactly what they dreamed of – and then some.”
LOOKING AHEAD
Reaching 25 years in business is a milestone worth celebrating, but it’s also a chance to look ahead. The team at Image Boats continues to explore new designs, more efficient hulls, and innovations that make time on the water safer, easier, and even more enjoyable. From the Southland workshop to boat shows across the country, and from quiet alpine lakes to the open sea, Image Boats is proud to continue delivering handcrafted alloy boats to Kiwis who value performance, reliability, and a personal touch.
“To everyone who has been part of the Image Boats journey – our hardworking, dedicated staff, loyal customers, trusted suppliers and our incredible family – thank you for your unwavering support. We couldn’t have done it without you. Here’s to the next 25 years of adventures on the water!” – Dean & Stacey Wilkes
