Dividends: Shares of several companies will trade ex-dividend in the coming week including Dabur India,…
Viking Sails Luxury Cruises IPO
Viking Cruises turned European river travel into a lucrative business by catering to wealthy Americans interested in culture, art and history. As the Viking label says, “Exploring the world in comfort.” Now, parent Viking Holdings plans to go public on May 1, selling 44 million shares, raising $1 billion, and valuing the company at about $10 billion.
The Viking Experience is the antithesis of the fun entertainment marketed by the big cruise lines on big ships. The price is higher. No children under 18 are allowed aboard Viking—55+ is the focus of river cruises—and there is no casino. Founded in 1997, Viking has become synonymous with European water travel through clever marketing, especially PBS sponsorship. Masterpiece Theater And its hit suit Downton Church. Currently, Viking operates 92 ships, including 58 long river cruises that carry 190 passengers in Each beam. It moved into the ocean market in 2015.
Viking times are good. Investors flocked to luxury stocks such as Ferrari and Hermès.
The offering, with the ticker VIK, will represent a rating for CEO Torstein Hagen and for TPG and the Canadian Pension Plan Investment Board. Before the IPO, Hagen owned about 54% of the company, with TPG and CPP about 21% each.
Viking has an ambitious, but challenging, growth plan. There are only so many rivers to ply, and luxury is relative. For example, luxury travel specialist Tauck notes on its website that its cruise ships hold no more than 130 guests.
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