Starboard announces major corporate restructuring and expansion into land-based retail
The logo of newly created Starboard Group
Starboard is embarking on a new growth phase with an expanded vision for vacation retail. The company will rebrand as Starboard Group, consisting of three distinct business units: Starboard Cruise, Starboard Luxury and Starboard Resort. This restructuring aims to align the organization with new opportunities in the vacation retail landscape.
Starboard Cruise, the company's foundation, continues its upward trajectory, providing retail services on over 90 ships across 15 cruise line partners. The unit has secured a contract for Royal Caribbean International's Icon III, set to launch in 2026. To drive revenue for cruise partners, each portfolio will be led by a senior executive: Claudia King-McWilliams for Royal Caribbean and Asia, Stuart Breen for Carnival Cruise Line, Virgin Voyages and TUI Cruises and Ivette Pimentel for Celebrity Cruises and Holland America.
Starboard Luxury, the only dedicated luxury division in vacation retail, has seen rapid growth since its formation. It partners with luxury vacation brands to offer unique retail concepts and experiences tailored for luxury travelers, with a focus on artisanal and local products from global destinations.
The newest addition, Starboard Resort, marks the company's expansion into land-based retail. This unit will design shopping environments that capture the essence of each resort and its location, aiming to enhance guest engagement and resort ambiance while driving profitability. Stacy Shaw has been appointed as SVP, Luxury & Resorts, overseeing both Starboard Luxury and Starboard Resort.
Starboard Resort will debut its land-based retail with Westgate Resorts, one of the largest resort developers in the US, launching Starboard-branded boutiques by late 2024 and early 2025.
Lisa Bauer, Starboard Group President and CEO, stated: "Starboard is experiencing tremendous growth, which is enabling us to broaden our vacation retail business while staying true to our North Star purpose, to Curate a Vibrant World. We've strategically reflected on the key drivers of our future success, focusing on strengthening our core cruise business while venturing into new channels, including our entry into land-based retail this year as well as aligning our organization around key future focused opportunities."
To reinforce its leadership in vacation retail, Starboard Group is investing in strategic capabilities. Lisa Kauffman has been named Chief Marketing and Experience Officer, leading a new department focused on Retailtainment - immersive events and activations, as well as unique retail environments and digital experiences. The company's joint venture with ONE (Open Network Exchange) positions it to deliver an extensive Marketplace e-commerce solution on land and at sea.
In product innovation, Sherrie Day has been appointed Head of Private Brand and Product Development, tasked with expanding exclusive product offerings to differentiate across cruise line and land partners.
