Vertis Aviation of Switzerland and K5 Aviation of Germany, both of whom have considerable expertise in managing and operating business aircraft at the upper end of the market, are launching 28 East, a new aircraft brokerage service, here at MEBA 2014. Although specializing in sales of aircraft valued at $10 million and above, 28 East can assist with the purchase of aircraft of any value.

“We are very excited to be launching 28 East and believe that we will quickly carve a niche position in the brokerage market,” said Vertis Aviation’s Luca Madone, partner at 28 East. “We know this market very well. I don’t think another company has the expertise we have,” he said.

The launch of 28 East (named after the line of longitude where Europe becomes Asia) follows several previous requests from the clients to assist with aircraft sales. While this was conducted on a small-scale, ad hoc basis, it provided the impetus to launch a formal brokerage business that leverages the large client network of the two partners, and their combined expertise in the large aircraft market.

Based at Vertis Aviation’s headquarters in Zug, Switzerland, 28 East has been established with the necessary infrastructure to provide a complete brokerage service. “We believe we have an exceptional advantage, because we have literally taken aircraft from green-sheet specification to full completion and re-delivery,” said Madone. “Combine this with the operational knowledge of K5 and we have a nose-to-tail solution for clients looking to sell or purchase aircraft.”

Offered services include pre-buy inspections, aircraft selection, sale management, completion, selection of management company, crew resourcing and operations. 28 East recognizes that a solid understanding of the high-value market is critical to success. “Selling a VVIP airliner is very different from normal sales,” Madone told AIN. “There are a very small number of transactions, and no aircraft is the same as another.” Matching highly individualized aircraft to customers requires time-intensive research by dedicated staff, along with detailed intelligence about the market itself.

28 East is launching with a portfolio of two listed aircraft. A 2007 Airbus ACJ319 is for sale, equipped with a 19-seat interior, a master bedroom with en suite shower, a second bedroom, two conference rooms, a well-equipped galley and a sophisticated IFE/communications suite. The other aircraft on the list is a 2000 Bombardier Global Express, refurbished in 2011 with a 12-passenger interior. Although details remain undisclosed, two more aircraft are to be added to 28 East’s list imminently.

In the meantime, Vertis Aviation is growing its own charter fleet with the addition of a Boeing BBJ and a Gulfstream G450, which will be available for charter from January. The BBJ, in particular, is expected to generate much interest in the Middle East. The current fleet includes two Airbus ACJs, Global Express, Global XRS, Global 6000, Gulfstream G650 and Falcon 7X.

Reflecting a growth in regional business, Vertis is expanding its Dubai office further, having established the site a year ago. The company is finalizing the set-up of a new office in Johannesburg, South Africa, and is now looking to establish an office in the U.S. The company’s other office is in London, where about half of its business is charter brokerage.

Vertis’s partner in 28 East, K5 Aviation, operates a managed fleet comprising three Airbus ACJ319s, two Global Expresses and a Global XRS.