Starboard, one of the world’s leading retail providers at sea, has entered the German market with new cruise partner TUI Cruises and its latest vessel, ‘Mein Schiff 7’.
A retail space spanning 5,629 sq ft across two decks on ‘Mein Schiff 7’ features curated brands and products with a focus on sustainability and items inspired by the unique destinations of the ship’s maiden season in Northern Europe.
“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,” said Lisa Bauer, Starboard’s President and CEO.
“This new venture positions us to continue demonstrating our expertise in delivering exceptional curated retail experiences, uniquely tailored to the German cruise market.”
Starboard designed a tailored retail programme, especially for German guests.
For example, the Neuer Wall shops feature categories including beauty, fine jewelry, watches, destination inspired products, Mein Schiff branded collections and fashion apparel and accessories for the family, showcasing both global and German brands.
Local guests will discover notable brands, such as German-based Lamy Writing Instruments and first-at-sea brand Junghans watches.
In addition to an extensive collections of Italian handbags, the Mein Stil boutique will feature a full lifestyle presentation of women’s apparel and accessories from Karl Lagerfeld. In addition, Danish jewelry brand Pandora offers TUI Cruises guests designed pieces and hand-finished charms.
For beauty offerings, customised for the German market, Starboard has introduced a TUI Cruises first, AI-driven SkInsight augmented reality skin analysis technology where guests can step up to the mirror and see a personalised analysis of their skin with individually recommended products for their particular skin type and care.
“’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,” said TUI’s Carolin Bauer, Head of On-Board Commerce.
“We are thrilled to partner with Starboard as our official on-board retail partner and introduce our guests to high-quality, specially curated products, elevating their overall cruise journey.”
Aligned with TUI Cruises commitment to sustainability and the environmental consciousness of German travellers, innovative and low impact on board retail practices have been implemented, such as the elimination of plastic bags and the introduction of product assortments from environmentally friendly brands.
In addition, Citizen Watch America and Starboard has unveiled a new multi-branded retail space on board Celebrity Cruises’ ’Millennium’ series ship, ’Celebrity Summit’.
The retail space offers timepieces from Citizen and Bulova and was inspired by Citizen’s new boutique located on New York’s Fifth Avenue.
The 320 sq ft multi-brand boutique offers accessible luxury timepieces that showcase the brands’ legacy in watch making.
