Cruise retail
Starboard sets sail with immersive luxury retail offer onboard Star Princess
We profile the expansive new retail offer curated by Starboard on Princess Cruises’ newest vessel.
“Our mission is to offer a refined, destination-rich cruise experience onboard Star Princess that blends relaxation, cultural immersion and singularly memorable experiences.”
So said Princess Cruises Vice President Hotel Operations Alfredo Jimenez as Starboard unveiled an expansive retail offer onboard Star Princess, the newest addition to the cruise line’s fleet.
The 4,300-guest vessel, which embarked on its maiden voyage from Barcelona on 4 October, began its inaugural USA sailing from Fort Lauderdale on 7 November.
Star Princess is debuting several first-at-sea concepts, including a Chanel beauty shop-in-shop offering the French house’s skincare and cosmetics lines.
Other beauty highlights include designer fragrances for men and women, clean skincare and bodycare from Beekman 1802 and haircare from Moroccanoil.
Starboard has also introduced a first-at-sea selection of vintage preowned luxury handbags under the Fashionphile name, featuring styles from Chanel, Dior, Gucci, Hermès and other luxury houses. The offer is complemented by collections from Coach and handbags and accessories from Mary Frances.
Luxury watches represent a strong element in the assortment too, with two standalone Breitling and TAG Heuer boutiques present alongside watches from John Hardy, Norqain, Rado, Tissot and Citizen.
Starboard is also offering preowned Rolex pieces and timepieces from Jacob & Co., marking the company’s debut with Princess Cruises.
In the fashion jewellery space, Starboard presents collections from Jason Hyde, Jet Set Candy, Pandora, Swarovski and Shae – the latter making its Princess Cruises debut.
The fashion jewellery offer sparkles with brands including Jason Hyde, Jet Set Candy, Pandora and Swarovski alongside Shae’s Princess Cruises debut
The teams at Starboard and Princess Cruises enjoy a glass of the exclusive Angel’s Envy bourbon selected by Starboard President and CEO Lisa Bauer (second left) and Princess Cruises President Gus Antorcha (third left)
Destination-themed merchandise brings each itinerary to life through locally inspired craftsmanship and artisanal creations
The broad offer extends to men’s, women’s and kids’ apparel, resortwear and accessories from brands such as 7Diamonds, America Beyond, Shiraleah and Vineyard Vines.
In a Princess Cruises first, Starboard has introduced a range of ‘Make it your own’ personalisation services, allowing guests to commemorate their voyages with engraved, embossed or embroidered items. The service is available across jewellery, apparel, handbags and accessories. Onboard ear piercing services further expand the experiential offer.
Immersive activations and exclusive collaborations form another pillar of the experience. Guests can participate in an interactive digital-first liquor discovery programme, including tastings of a limited-edition Angel’s Envy bourbon. The bourbon was selected exclusively for Star Princess by Starboard President and CEO Lisa Bauer and Princess Cruises President Gus Antorcha.
Reflecting Starboard’s focus on sense of place, Star Princess features a destination-themed retail boutique that connects travellers with local artistry and craftsmanship inspired by the ship’s itineraries.
The destination offer spans food, apparel, accessories, kitchenware and drinkware, artwork, fashion jewellery and souvenirs.
Starboard marks the launch of Star Princess with a dedicated inaugural collection of Princess Cruises merchandise
The beauty offer blends first-at-sea brands, personalisation, storytelling and sense of place
In a neat touch, when sailing the Caribbean during its inaugural season, guests can shop a selection of local brands for the first time at sea. These include folk art from the Dominican Republic inspired by the cayena (hibiscus) flower and jewellery and gifts from Mexican brand Tumbiko.
An exclusive inaugural Princess Cruises collection of logo tees, hoodies, caps and bags completes the assortment.
Following its Caribbean season, Star Princess will sail to Alaska in summer 2026, with additional itineraries to follow.
A proud Starboard President and CEO Lisa Bauer said, “We have leveraged our deep expertise and global network to introduce first-at-sea boutique and brand offerings, including a special barrel of Angel’s Envy bourbon that is exclusively available to Star Princess guests.
“We’re proud to continue to expand our relationship with Princess Cruises and to curate distinct product collections and one-of-a-kind retail experiences designed to make each voyage unforgettable.”
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The Moodie Davitt eZine
Issue 348 | 10 November 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © 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 email kristyn@moodiedavittreport.com