Starboard announces new partnership with Princess Cruises
Starboard is set to launch luxury and experiential retail offerings on Princess Cruises’ newest ship, Star Princess, sister to Sun Princess
Starboard Group, the world’s leading retail curator at sea, today announced it is partnering with Princess Cruises for the first time and its newest ship, Star Princess. Set to debut in fall 2025, Star Princess will sail in the Mediterranean, Caribbean, Panama Canal and Alaska during its inaugural season. Starboard will curate product assortments from renowned brands and create personalized, premium retail experiences across 4,779 square feet on two decks onboard the new ship.
“Starboard is extremely pleased to continue our global expansion by launching this partnership with Princess Cruises and its newest ship, Star Princess,” says Lisa Bauer, Starboard’s President & CEO. “This collaboration underscores our authority as the leading curator of vacation retail experiences and we look forward to leveraging our deep expertise to create custom assortments and one-of-a-kind activations that will delight Star Princess’ guests.”
Star Princess will be the first vessel in the Princess fleet to feature a destination retail boutique that brings the regional itinerary to life onboard for guests. The Caribbean destination boutique will offer locally sourced, destination-inspired and artisanal products spanning food, apparel, accessories, fashion jewelry, kitchenware, books, drinkware and souvenirs for adults and kids.
Personalization and exclusive, in-person events will enhance the discovery and shopping experience on Star Princess. Guests will be able to have a wide range of adults’ and kids’ products—including apparel, jackets, handbags, backpacks, hats and bracelets—customized with embroidery, stamps, patches and engraving to create one-of-a-kind, wearable memories that commemorate their cruise experience.
In addition, the ship will feature a space dedicated to a series of rotating brand activations such as fashion trunk shows and activations with brand designers and ambassadors, who will engage in person with guests and offer styling advice and more.
Starboard will also introduce unique luxury retail offerings onboard Star Princess, including a first-at-sea Chanel beauty shop-in-shop. Other offerings include a carefully curated assortment of vintage and pre-owned luxury handbags onboard as well as a range of men’s, women’s and kids’ fashion and apparel. Star Princess will also offer an extensive assortment of fashion jewelry, including items from Starboard’s exclusive fashion jewelry brand, Shae.
“Princess Cruises is committed to offering unforgettable guest experiences and partnering with Starboard will elevate our retail offering for Star Princess guests,” adds Alfredo Jimenez, Vice President Hotel Operations, Princess Cruises. “As our newest partner, Starboard will enable us to introduce a carefully curated shopping experience that feels holistic and true to the Princess Cruises brand, while offering something unique and memorable for each and every guest.”
The 4,300-guest, 178,000-ton Star Princess is a sleek, sophisticated sister to Princess Cruises’ Sun Princess. As the second Sphere-Class ship in the Princess fleet, Star Princess features cutting-edge architectural highlights such as The Sphere, a glass-enclosed piazza at the center of the vessel, and The Dome, the cruise industry’s first geodesic dome. In addition to unparalleled retail experiences specially curated by Starboard, Star Princess will offer expanded dining venues and non-smoking casino areas.
