Nearly a year after acquiring fractional ownership operator Flexjet from Bombardier, Directional Aviation Capital is realigning its fractional aircraft ownership businesses, positioning Flexjet as a more premium brand that sells shares in new aircraft and returning Flight Options back to its roots as a value proposition that sells shares in pre-owned aircraft.

At the same time, Directional is tightening the ties between the businesses, naming Flight Options CEO Mike Silvestro CEO of Flexjet as well. Meanwhile, Deanna White will continue to steer Flexjet as president but will also have management responsibilities with Flight Options.

The realignment, which company executives recently began to detail to its employee base and customers, will take 18-24 months to complete as the company moves the Flight Options Phenom 300 aircraft, customers, and crews to Flexjet.

As for the customers, Silvestro says they “couldn’t be more pleased and understanding” regarding the move. Silvestro says that the changes were shaped by customer focus groups over the past 10 months. Directional, which closed on the Flexjet acquisition in late December, immediately suggested that Flexjet would be its premium brand while Flight Options would serve as the value proposition. But Silvestro says that, with that in mind, “it has taken a lot of time to come up with the strategy” to put that vision in place.

Directional is investing heavily to grow Flexjet, agreeing to a $5.6 billion deal for new Bombardier jets as part of its acquisition from Bombardier. More recently though, Directional is stepping outside of Bombardier for Flexjet’s next fleet, with 22 firm orders for Gulfstream 450s, 500s and 650s, and options for up to 28 more.

The Gulfstream deal marks the first time Flexjet would sell shares and operate a non-Bombardier aircraft. But it also pushes Flexjet into a larger class of aircraft, marking an expansion in the fractional operation’s portfolio. “We continue to look for the right class of products,” Silvestro says. “Our customers want larger and more long-range airplanes.”

Directional has taken a comprehensive look at the Flexjet fleet with the aim of operating an entire portfolio from the Phenom 300 light jet to the larger Gulfstreams. It also is moving to develop an enhanced “LXi” offering for its new Learjet 75 and Challenger 350s added to the fleet. The LXi will feature top-line interiors, art deco designs and other amenities not typically available on these aircraft.

Silvestro says Flexjet is continuing to evaluate other potential purchases to fill out the fleet, and has been talking to potential manufacturers. The most immediate need, he says, would be in the space just above a Learjet 75.

As for Flight Options, it will continue to offer the Nextant 400XTi, along with Legacy 600s and Citation Xs. But Flight Options may continue to evolve, as Directional looks at synergies between the Cleveland-based fractional operation and another of its properties, Sentient Jet. Those efforts, Silvestro says, are in the early stages.