Shipboard retail specialist, Heinemann Americas has launched a new cruise retail concept on board Royal Caribbean’s ‘Star of the Seas’.
Germany’s Gebr Heinemann’ s wholly owned subsidiary was involved with 10 retail venues on board, featuring everything from exclusive Royal Caribbean logo merchandise, watches and fashion jewelry, perfumes and cosmetics, as well as vintage luxury leather goods and timepieces.
A standout highlight is the highly curated collection of prestige and rare spirits with selections claimed to be found nowhere else at sea, the company said.
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 store formats.
In the beauty category, the Solera store has been optimised to improve visibility and guest flow – enhancing engagement and encouraging longer dwell times.
The liquor experience on board ‘Star of the Seas’ introduces several first-at-sea features, including personalised 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 $34,999. The store also has multiple exclusive barrel programmes, such as Angel’s Envy – selected by Heinemann’s team as a first-at-sea – and the rare OFC Bourbon 1985.
Luxury timepieces continue to be a highlight, with personalised 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.
Meanwhile, the logo merchandise store ‘The Shop’ houses 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 of the Seas’ – returns, adding a familiar yet updated touch to the on board retail experience, Heinemann said.
“With Star of the Seas, we continue our mission to elevate cruise retail through storytelling, exclusivity, and unforgettable experiences,” said Nicolas Hoeborn, Heinemann Americas CEO.
“This launch is a testament to our strong partnership with Royal Caribbean and our shared vision for the future of travel retail.”
Together with ‘Icon of the Seas’, ‘Star of the Seas’ ranks among the largest cruise ships in the world, measuring 365 m in length and accommodating up to 5,610 guests and 2,850 crew.
She is the sixth Royal Caribbean vessel to feature Heinemann’s retail offering, following ‘Utopia of the Seas’, ‘Icon of the Seas’, ‘Wonder of the Seas’, ‘Odyssey of the Seas’, and ‘Independence of the Seas’.
