Cruise Retail
Carnival and Starboard ‘choose fun’ onboard next-generation flagship
We feature some of the latest major retail projects by cruise lines and their partners in the pages of this eZine, published on the eve of The Retail Day (10 April) at Seatrade Cruise Global in Miami. The event, co-organised by The Moodie Davitt Report and Seatrade, shines a spotlight on retailing at the biggest annual gathering of the cruise industry. We begin by highlighting a landmark launch by Carnival Cruise Line and Starboard.
“A next-level shopping experience for our guests.” That’s what Carnival Cruise Lines Vice President of Onboard Guest Commerce Luis Terife pledged upon the launch of Carnival Jubilee, the cruise line’s newest flagship.
The third vessel in Carnival Cruise’s Excel class features an ambitious offer curated by Starboard Cruise Services.
It was launched in late December with a promise to deliver curated brands and experiences, anchored in Carnival’s ethos of inviting guests to ‘choose fun’.
Expansive retail spaces with multiple shops feature across three decks. The spaces offer a range of categories including watches & jewellery, sunglasses, spirits, perfumes & cosmetics, fashion, accessories and leathergoods as well as Carnival-branded items and collections exclusive to the ship.
Elevated offer
Noteworthy Swiss timepiece concepts include TAG Heuer’s largest standalone boutique on the Carnival Cruise Line fleet, which houses exclusive timepieces such as the 60th anniversary Carrera collection. The boutique is designed with immersive storytelling in mind to bring the spirit and culture of Tag Heuer to life onboard.
Luxe Legacy, Starboard’s new proprietary brand of curated pre-owned luxury watch collections, is making its debut onboard Carnival Jubilee. Guests can also shop vintage luxury handbags and accessories at Starboard’s What Goes Around Comes Around vintage luxury store.
The 60th anniversary Tag Heuer Carrera Collection is one of the many exclusive timepieces available onboard
Texas-inspired shopping experience
Paying homage to the ship’s home port of Texas and building all-important Sense of Place, Carnival Jubilee is offering three Texas-inspired logo ranges: Carnival Saloon, Inaugural Americana and the Heroes Collection.
Carnival Saloon offers denim and Western-influenced fashion apparel that includes drink koozies shaped like cowboy boots, trucker caps, fringed T-shirts and cowboy and cowgirl hats.
Inaugural Americana is a celebration of American culture and Carnival’s designation as America’s cruise line. The range features a patriotic colour palette of red, white and blue, the colours of the American flag and Carnival Cruise Line’s logo.
The Heroes Collection honours the men and women who have served in the United States Armed Forces as well as their families. It serves as Starboard and Carnival Cruise’s tribute to the military service as the cruise company carries more active military service members and veterans than any other cruise line.
At The Fun Shops, guests can shop Texas-based Kendra Scott’s Rodeo and Yellow Rose collections. They can also browse Texas-based spirits brands such as Deep Eddy Vodka, Tito’s Vodka and Yellow Rose Bourbon.
Celebrating the Lone Star state: Carnival Saloon, Inaugural Americana and the Heroes Collection are lifestyle brands that showcase the spirit of Texas
In The Carnival Store, guests can enjoy an interactive floor that comes alive and activates a wide range of Carnival-themed experiences. These include catching graphics that are available on T-shirts, to itinerary-themed beaches or exploring the homeport of Galveston.
“We’re excited to once again partner with Carnival to transform ordinary shopping into journeys filled with extraordinary moments,” commented Starboard Cruise Services President and CEO Lisa Bauer.
“Not only does the retail offering align with Carnival’s guests’ preferences and style, but it also celebrates the ship’s home port in the Lone Star State of Texas with custom-created Carnival-branded collections and so much more.”
Carnival Cruise Lines Vice President of Onboard Guest Commerce Luis Terife added: “Our guests are going to love the new collections created specifically for Carnival Jubilee that help us celebrate her homeport of Galveston and the rich heritage of Texas.”
[*Note: Both Luis Terife and Lisa Bauer will speak at The Retail Day at Seatrade Cruise Global on 10 April.]
Red, white and blue: The Texas brands build Sense of Place and honour Carnival Jubilee’s homeport of Galveston
Beauty for all: Brazilian body care brand Sol de Janeiro is one of the many inclusive and body-positive beauty brands onboard Carnival Jubilee
‘Beauty for All’
The beauty offer onboard Carnival Jubilee follows Starboard Cruise Services ‘Beauty for All’ mantra. This mission seeks to empower all guests to embrace their individuality through a curated selection of brands and products that are inclusive and accessible to all.
The offer includes many first-at-sea brands and services such as Skinsight, an interactive AI-powered skin analysis experience that delivers bespoke skin analysis and skincare recommendations using products available onboard.
Vegan and cruelty-free Kylie Cosmetics and Kylie Skin are also making their debut at sea. Other beauty highlights include Sol de Janeiro, Olaplex and Patchology.
Renowned Brazilian artist Romero Britto will host residencies onboard to create custom pieces using jewellery and accessories from Swarovski.
* The Retail Day – a series of conference sessions dedicated to retail at sea – takes place at Miami Beach Convention Center on 10 April, and is 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.
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The Moodie Davitt eZine Issue 333 | 9 April 2024
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com