LEADING AMERICAS OPERATORS: STARBOARD CRUISE SERVICES
Starboard vows to retain position ‘as retailer of choice’ and achieve new successes in 2019
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Partnerships based on respect and mutual goals have helped drive Starboard Cruise Services’ retail business, which is expected to increase in 2019 via the launch of new operations on Costa Smeralda, Spectrum of the Seas and Norwegian Encore. Andrew Pentol reports.
experience in Asia, where we are the clear market leader,” Julier remarks. The retail launches on the aforementioned Symphony of the Seas, Horizon and Edge ships also reflect the strong relationships Starboard has forged with the cruise lines in question (Royal Caribbean, Carnival Cruise Line and Celebrity Cruises). Regarding the retail offers on
Symphony of the Seas and Celebrity Edge in particular, she says: “The response has been excellent. The retail on both ships is extraordinary with many exclusives, new-to-sea brands and exciting experiences. “Both cruise lines understand
Above: The ribbon- cutting ceremony for Tiffany on Celebrity Edge.
L
ast year was certainly an exciting one for everyone associated with Miami-based
company Starboard Cruise Services. Highlights included three major
retail launches on Royal Caribbean Symphony of the Seas, Carnival Horizon and one of the most anticipated ship debuts of the year, Celebrity Edge. All three launches represented
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a major acknowledgement of Starboard’s retail
innovation,
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according to Carrie Julier, Senior Vice President, Cruise Line Retail, North America & Onboard Media. Following last month’s departure of Starboard Cruise Services
“The best partnerships are the ones based on respect and mutual goals. We want our cruise partners to be as engaged in retail as they are with other ship amenities.”
Carrie Julier,
Senior Vice President, Cruise Line Retail,
North America & Onboard Media, Starboard Cruise Services
44 TRBUSINESS
partnerships with Royal Caribbean, Norwegian Cruise Line and Celebrity Cruises with new, elevated onboard retail experiences.”
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Custom built for Chinese Additionally last year, the company was busy preparing for the launch of Costa Venezia (see page 19), which made its debut in Trieste, Italy earlier this month. This is the first Costa cruise ship
custom built for the Chinese market and TRBusiness recently joined select media and VIPs for an exclusive preview of the 8,000sq ft retail offer, which is spread over two decks. “It reflects our solid relationship with Costa and decades of
Starboard revealed Carnival Cruise Line’s most expansive retail space onboard Carnival Horizon last year.
MARCH 2019
successes followed Starboard’s reinforced presence in the Asian market after the launch of Dream Cruises’ World Dream. “Starboard also strengthened
President & CEO Beth Neumann, Julier, who previously held the role of Senior Vice President, Retail Experience & General Manager for Starboard’s sister company Onboard Media, has expanded her remit to include Starboard’s North American cruise retail operations. She tells TRBusiness: “These
the value of engaging guest activations and Starboard was able to bring many original retail ideas to both ships.” Each vessel showcases retail
concepts that correspond with the ship’s personality and the interests of guests. Celebrity Edge, for example, features a lineup of customised collections that create exclusivity. These include the Edge Steel
Collection, a limited edition fashion jewellery collection made from the first cut of steel used to build the ship. Pieces are inspired by elements of
its architecture and design, such as the Magic Carpet, outdoor movie screen on the pool deck, and design features in the solarium. Also featured, is the Kallati Edge Captain’s Collection, a limited
Source: Carnival Cruise Line
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