Cruising into the future: Kurate International eyes expansion in cruise and ferry sector
Kurate International has set its sights on further expansion for its value-for-money jewelry brands in the cruise and ferry market
Travel retail watch and jewelry specialist Kurate International has set its sights on extending its footprint in the cruise and ferry sector.
Whilst enjoying strong listings with leading retailers including Harding+, Starboard, DFDS and Stena Line, Kurate International also has exciting new partnerships in the pipeline.
Over the past decade, the company has cemented its position as a leading player in the travel retail industry, known for its affordable products and value-for-money offer through popular brands including Belle & Beau and You.
Belle & Beau offers high quality jewelry which ranges from understated and dainty pendants to bold statement pieces: Inspiring, must-have, on-trend styles to suit any occasion.
Kurate International Key Account Manager Sharon Edwards Smith describes the cruise and ferry market as a vital part of the brand’s global travel retail business.
“We have established strong partnerships with key operators, and their continued support has allowed us to grow together,” she said. “This sector provides an excellent platform for our brand, as our jewelry aligns perfectly with the impulse-driven nature of onboard shopping.”
This Aurora design in rose gold finish is included in the Belle & Beau offer
According to Edwards Smith, Kurate International’s presence in the cruise and ferry market has been steadily increasing, “with each year bringing expansion and new opportunities”.
“As more operators recognize the value of offering our affordable, stylish jewelry onboard, our brand continues to grow across multiple fleets. By 2024, we had significantly expanded our presence, and looking ahead to 2025, we anticipate further growth as demand rises and our existing partners continue to enhance their onboard retail offerings.”
Edwards Smith said Kurate International’s existing partners, including Harding+, Starboard, DFDS, and Stena Line, share the brand’s vision of delivering high-quality, accessible jewelry to travelers. “We have some exciting new partnerships in the pipeline, although we can’t disclose them just yet. Additionally, we are expanding onto new ferry routes, including DFDS’s Dover to Dunkirk and Newhaven to Dieppe services, allowing us to reach even more passengers.”
Edwards Smith noted that Kurate’s bestsellers in the cruise and ferry sector mirror those across its global channels. Triple bracelet sets, Aurora silver bracelet Twine Toggle Bracelets, and the Abstract Toggle Bracelet in Rose Gold are consistently popular among travelers. “Their versatility, affordability, and strong appeal make them ideal impulse purchases,” Edwards Smith added.
The Belle and Beau Aurora silver snake chain bracelet is a steady bestseller and perfect accessory for any style and Twine Toggle Bracelets – available in Silver, Gold and Rose Gold finishes – are crafted with intricate twin patterns and feature a secure toggle clasp. All products are presented in stylish gift boxes with a one-year international warranty.
While the Kurate International product range remains consistent across all channels – appealing to a diverse, international audience – the way collections are presented varies.
“The cruise and ferry sectors operate differently, so we tailor our approach to ensure an optimal shopping experience for passengers in each setting,” Edwards Smith explained. She also noted how the introduction of an innovative countertop unit played its part in a noticeable increase in cruise and ferry sales. The countertop spinner can be tailored to suit space availability, holding approximately 50 stock-keeping units.
Edwards Smith is adamant that cruise retail presents a significant growth opportunity as passengers have more leisure time to explore and shop onboard. “However, ferry retail is equally important, especially as travelers seek alternative transportation methods that bypass luggage restrictions. As more people look for convenient, duty-free shopping experiences during their journeys, both cruise and ferry retail will continue to thrive,” she concluded.
