Heinemann Americas promises “immersive retail-tainment experiences” as Icon of the Seas sets sail

Gebr. Heinemann, through its subsidiary Heinemann Americas, has pledged a “customised one-of-a-kind retail experience” onboard Royal Caribbean cruise ship Icon of the Seas, a landmark addition to the retailer’s cruise portfolio.

The company manages 14 stores onboard the ship, which set sail in January.

The stores are strategically positioned, from the Royal Promenade to Central Park to the family-friendly Surfside. Each space offers “immersive retail-tainment experiences”, said the travel retailer, supported by a team of 35 staff onboard.

The shops offer Royal Caribbean-branded logo merchandise in addition to fine watches, fine & fashion jewellery, spirits, perfumes & cosmetics and vintage luxury leathergoods and watches.

The offer includes a first-at-sea Omega boutique plus brands new to cruise including Sunday Riley, Bond No.9, Parfums de Marly, Kylie Cosmetics, Supergoop, Sol de Janeiro and Casamigos.

Heinemann Americas also highlighted featured brands in beauty such as Chanel, plus a co-branded wine collection with Vineyard Vines and an Icon-exclusive Woodford Reserve from Brown-Forman in drinks.

Cartier and Hublot appear in a multi-brand store that also carries certified pre-owned Rolex watches.

The pre-owned luxury offer extends to handbags from Hermès, Louis Vuitton and others.

Heinemann Americas Managing Director Nicolas Hoeborn said: “We are thrilled to be able to equip this stunning ship with such a diverse and exceptional retail offering. Guests can expect a spectacular assortment and unforgettable shopping experience aboard Icon of the Seas.”

Of the pre-owned luxury sector, Hoeborn added: “Our certified pre-owned products offer luxury brands at affordable prices, great quality, variety and availability. Pre-owned luxury also makes a lot of sense from a sustainability perspective, as these products contribute to the careful use of resources.”

As a result of a 2019 tender, this is the fourth Royal Caribbean ship concession awarded to Heinemann, alongside Wonder of the Seas, Odyssey of the Seas and Independence of the Seas.

Icon of the Seas is the third new build launched by Heinemann Americas since the onset of the pandemic.

*Heinemann Americas Director, HR Natalia Rolle Phillips will be a speaker at The Retail Day – a series of conference sessions dedicated to retail at sea – which takes place at Miami Beach Convention Center on 10 April, co-organised by The Moodie Davitt Report. Seatrade Cruise Global is the premier annual gathering of the cruise industry worldwide and runs from 8-11 April.