Starboard debuts in German market with TUI Cruises partnership
Mein Schiff 7 is the seventh addition to the Mein Schiff fleet. It will sail between Kiel and Norway this summer before transitioning to Baltic Sea cruises from Warnemünde in mid-August
Starboard, the leading retail curator at sea, has entered the German market through a new partnership with TUI Cruises. The company has launched retail offerings on Mein Schiff 7, the first cruise ship designed for methanol operations. The retail space covers 522.95 square meters across two decks, featuring curated brands and products with a focus on sustainability and items inspired by the ship’s maiden season in Northern Europe.
Lisa Bauer, Starboard’s President and CEO, said, “Starboard’s new alliance with TUI Cruises represents a significant step in our global growth, affirming our status as the preferred retail partner to cruise lines worldwide. This new venture positions us to continue demonstrating our expertise in delivering exceptional curated retail experiences, uniquely tailored to the German cruise market.”
Tailored offerings for German guests
The Neuer Wall Shops showcase various categories including beauty, fine jewelry, watches, destination-inspired products, Mein Schiff branded collections, and fashion apparel and accessories. German brands like Lamy Writing Instruments and Junghans watches are featured alongside international offerings.
The Neuer Wall Shops present a diverse range of merchandise, encompassing beauty products, high-end jewelry, timepieces, items inspired by travel destinations, Mein Schiff brand collections, and fashionable clothing and accessories
The Mein Stil boutique presents a full lifestyle collection of women’s apparel and accessories from Karl Lagerfeld. Danish jewelry brand Pandora offers designed pieces and hand-finished charms. Beauty offerings include the AI-driven SkInsight augmented reality skin analysis technology, a first for TUI Cruises.
Carolin Bauer, Head of On-Board Commerce, stated, “Mein Schiff 7 is the seventh addition to the Mein Schiff fleet, incorporating new features based on our guests’ feedback and it was important for our retail offerings to reflect these enhancements. We are thrilled to partner with Starboard as our official onboard retail partner and introduce our guests to high-quality, specially curated products, elevating their overall cruise journey.”
Sustainability initiatives in retail
In line with TUI Cruises’ commitment to sustainability, Starboard has implemented eco-friendly practices such as eliminating plastic bags and introducing environmentally conscious brands. Offerings include lab-grown diamonds from Engrace Diamonds, Certified Pre-Owned Rolex watches, and vintage luxury accessories curated by What Goes Around Comes Around. Eco-conscious brands like Rituals Cosmetics, a certified B Corporation, are also featured.
Destination-inspired shopping experience
The Baltic season destination shop offers curated assortments spanning multiple categories, including locally sourced and artisanal products. Featured brands include Sandqvist, offering bags made from recycled materials, and Norlender, known for Norwegian wool sweaters and accessories. Baltic Amber jewelry and Omnom Chocolates from Iceland are also available.
The Baltic Destination shop provides carefully selected collections across various product lines, featuring items from local producers and skilled craftspeople
Mein Schiff 7 will sail between Kiel and Norway this summer before transitioning to Baltic Sea cruises from Warnemünde in mid-August. In winter, the ship will primarily operate in the Canary Islands, with cruises starting and ending in Las Palmas on Gran Canaria.
