Panache Cruises makes key hire ahead of Australian launch

Luxury cruise retailer Panache Cruises has appointed Juliana Nasmith to head up its new Australian operation.

The fast-growing Chorley-based company is preparing to launch in Australia in May and is now actively searching for an office in Sydney and recruiting a team of up to 10 staff.

Experienced Juliana Nasmith, who has previously worked for Luxury Escapes and Helloworld Travel during a career in the travel industry spanning more than 25 years, has started as head of sales and operations in Australia.

James Cole, founder and chief executive of Panache Cruises, said the company was investing a six-figure sum in the Australian launch and said recruiting Nasmith was ‘pivotal’.

He said: “The Australian market is very different to the UK because of the time difference.

“It was absolutely crucial that we recruited someone who was going to lead the business in Australia and we were delighted to recruit somebody of the stature of Juliana.

"She’s extremely enthusiastic, has outstanding experience and has the get-up-and-go to really drive us forward.

“When we decided to launch in Australia the head of sales and operations was always going to be the single most important piece of recruitment that we did.”

Nasmith said: “I’m super excited. I don’t know of any other business that operates in Australia and gives the level of service to their clients as Panache Cruises.

“I’m looking forward to starting something completely new in Australia but with the support of an established and respected brand like Panache Cruises.

“The luxury cruise market in Australia is growing quickly and it’s a great opportunity for Panache Cruises.

“We’re currently looking for an office in North Sydney as we recruit a team of up to 10 staff. We plan to be selling cruises in May.”

The launch in Australia comes after Panache Cruises agreed a £2.75m refinance package with HSBC UK last year. 

The company, which was founded in 2020 and employs a team of over 100, also has plans to expand into Canada.

In 2024, Panache opened a US office, which employs 13 people and exceeded $15m turnover in the last 12 months.