Heinemann supercharges cruise retail presence with Star of the Seas launch

Heinemann Americas – a wholly owned subsidiary of Gebr. Heinemann – has unveiled a bold new cruise retail concept aboard Royal Caribbean’s Star of the Seas, further strengthening a partnership that has grown steadily since 2019.

With ten distinct retail venues on board, the vessel delivers a next-level shopping experience, featuring everything from exclusive Royal Caribbean logo merchandise, fine watches, and fashion jewelry, perfumes and cosmetics, as well as vintage luxury leather goods and timepieces. A standout highlight: the highly curated collection of prestige and rare spirits, crafted to surprise and captivate connoisseurs with selections found nowhere else at sea.  

The new retail offer builds on the success of Icon of the Seas, with a focus on curated exclusivity, elevated design, and category innovation across four distinct store formats  

In the beauty category, the Solera store has been optimized to improve visibility and guest flow - enhancing engagement and encouraging longer dwell times.  

The liquor experience aboard Star of the Seas introduces several first-at-sea features, including personalized backwalls for Macallan, Hennessy, and Patrón, a dedicated Johnnie Walker gondola, and a limited-edition Louis XIII monogrammed box hand-decorated exclusively for the ship, with only 30 pieces available globally. Among the rarest offerings is a bottle of Loch Lomond 50YO – one of just 100 worldwide – retailing at US$34,999. The store also debuts multiple exclusive barrel programs, such as Angel's Envy – selected by Heinemann’s team as a first-at-sea – and the rare O.F.C Bourbon 1985.

Luxury timepieces continue to be a highlight, with personalized shop-in-shop formats from Cartier, Hublot, Breitling, Tag Heuer, Longines, Rado, and Norquain, a new brand for Heinemann. Swiss Crown complements the offer with a curated selection of pre-owned Rolex watches.  

The logo merchandise store “The Shop” presents a new collection designed exclusively for Star of the Seas, featuring fashion-forward apparel, collectibles, and a children’s line. The Vineyard Vines x Royal Caribbean co-branded range – first introduced on Icon and Utopia – returns with a refreshed capsule, adding a familiar yet updated touch to the onboard retail experience.

Nicolas Hoeborn, CEO of Heinemann Americas, said, “With Star of the Seas, we continue our mission to elevate cruise retail through storytelling, exclusivity, and unforgettable experiences. This launch is a testament to our strong partnership with Royal Caribbean and our shared vision for the future of travel retail.”

A Proven Track Record in New Builds

Together with Icon of the Seas, Star of the Seas ranks among the largest cruise ships in the world, measuring 365 meters in length and accommodating up to 5,610 guests and 2,850 crew members. It is the sixth Royal Caribbean vessel to feature Heinemann’s retail offer, following Utopia of the Seas, Icon of the Seas, Wonder of the Seas, Odyssey of the Seas, and Independence of the Seas.

This consistent delivery underscores Heinemann’s expertise in crafting immersive retail environments – seamlessly integrating architecture, marketing, and guest experience – to excite Royal Caribbean guests and set new standards in cruise shopping.