Starboard Group, the world’s leading designer of retail experiences at sea, today announced its first partnership with Princess Cruises and its newest ship, the Star Princess. Scheduled to debut in fall 2025, the Star Princess will sail the Mediterranean, the Caribbean, the Panama Canal, and Alaska during its inaugural season. Starboard will be responsible for designing a curated selection of products from well-known brands and creating personalized, premium onboard shopping experiences in a 444-square-meter space spread across two decks of the new cruise ship.
“At Starboard, we are thrilled to continue our global expansion by launching this partnership with Princess Cruises and its newest ship, the Star Princess,” said Lisa Bauer, President and CEO of Starboard. “This collaboration reaffirms our authority as leaders in vacation retail experiences, and we look forward to leveraging our deep expertise to create personalized selections and unique activations that will delight guests on the Star Princess.”
The Star Princess will be the first ship in the Princess Cruises fleet to feature a destination-themed boutique, stocked with items representative of the regional itinerary. For example, the Caribbean boutique will offer local, handcrafted, and destination-inspired products, including food, clothing, accessories, fashion jewelry, kitchenware, books, beverages, and souvenirs for adults and children.
Personalization and exclusive in-person events will enhance the onboard shopping experience. Passengers will be able to personalize a wide variety of products for both adults and children—including clothing, jackets, bags, backpacks, caps, and wristbands—with embroidery, stamps, patches, or engravings, creating unique and wearable souvenirs to commemorate their journey.
In addition, the ship will feature a space dedicated to rotating brand activations, such as trunk shows and presentations with designers and ambassadors who will interact directly with passengers, offering style advice and more.
Starboard will also introduce unique luxury retail offerings aboard the Star Princess, including a shop-in-shop , the first of its kind at sea. A carefully curated selection of vintage and pre-owned luxury handbags will also be available, along with fashion for men, women, and children. The ship will also feature a wide variety of fashion jewelry, including pieces from Shae, Starboard's exclusive jewelry brand.
“Princess Cruises is committed to providing unforgettable experiences for our guests, and partnering with Starboard will further elevate our onboard shopping proposition on the Star Princess,” said Alfredo Jimenez, Vice President of Hotel Operations for Princess Cruises. “As our newest partner, Starboard will allow us to offer a thoughtfully curated shopping experience that is integral to and true to the Princess Cruises brand, while providing something unique and memorable for each of our guests.”
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