The evolution of “travel retail” has reached a new high-water mark as Starboard Group, the LVMH-owned retail curator, launches a suite of high-concept boutiques aboard the Star Princess. Spanning nearly 5,000 square feet across two decks, this environment represents a shift away from traditional duty-free shops toward a “floating flagship” model. By integrating heritage houses with circular economy pioneers, the partnership is capturing the high-spending traveler in a more immersive, relaxed setting.
LUXURY RETAIL ON THE HIGH SEAS: THE STARBOARD AND PRINCESS CRUISES ALLIANCE. KEY BRAND HIGHLIGHTS ON THE STAR PRINCESS
CHANEL BEAUTY SHOP-IN-SHOP In a historic first for the cruise industry, Chanel has established a dedicated beauty environment at sea. Moving beyond a standard shelf of fragrances, this boutique focuses on the house’s specialized skincare and cosmetics lines. It aims to deliver the same level of personalized service found in land-based ateliers, tailored for the maritime traveler.
THE SWISS WATCH VANGUARD: BREITLING AND TAG HEUER
Starboard has prioritized standalone brand storytelling in the horology sector. The ship features dedicated boutiques for Breitling and TAG Heuer, alongside the Princess Cruises debut of Jacob & Co. For serious collectors, the selection also includes certified pre-owned Rolex timepieces, signaling that high-end watchmaking has become a primary pillar of the onboard experience.
Photo: @ Star Princess by @Princess Cruises
FASHIONPHILE AND THE CIRCULAR ECONOMY
Addressing the growing demand for sustainable luxury, Starboard has introduced the first-at-sea selection of vintage luxury handbags from Fashionphile. Guests can browse authenticated pre-owned pieces from Hermès, Chanel, Dior, and Gucci. This inclusion marks a significant moment for the cruise industry, acknowledging that the luxury resale market is now a global traveler’s priority.
PERSONALIZATION AND DESTINATION STORYTELLING
Beyond the major houses, the retail experience focuses on “Make It Your Own” services. Guests can commemorate their journey through on-board engraving, embossing, and embroidery for jewelry, leather goods, and apparel. Additionally, a rotating destination-themed boutique brings the ship’s itinerary to life—such as Caribbean sailings featuring Dominican folk art and handcrafted Mexican jewelry from Tumbiko.
STRATEGIC IMPACT AT SEA
The retail landscape on the Star Princess is anchored by standalone boutiques rather than a generic department store layout. This allows brands like Breitling and Chanel to maintain total control over their narrative. With the addition of exclusive spirits experiences—including a custom barrel of Angel’s Envy bourbon—Starboard is proving that luxury at sea is now defined by exclusivity, personalization, and the thrill of discovery.
