Harding takes ‘pioneering’ approach to sustainability onboard Scarlet Lady

By Charlotte Turner |

The Scarlet Lady's Beauty Lounge.

The Scarlet Lady’s Beauty Lounge.

Global travel retail and cruise ship specialist, Harding debuted its new 550sq m retail space onboard Virgin Voyages’ Scarlet Lady last week as it left Portsmouth, UK for the first time.

 

It sets out another radical step-change for Harding within cruise retail, insisted Harding, including ‘a pioneering approach to sustainability’.

 

“Harding also aims to make the most of its unrivalled market insight to target an entirely new cruise customer that’s right and relevant for the Virgin Voyages brand,” said the company.

 

Over the past four years, Harding has worked alongside Virgin Voyages, realising their cruise line partner’s ambition for retail since the project’s inception. Collaborating on the initial concept stages and store designs to project management and visual merchandising, a host of innovative ‘adult-by-design’ retail spaces have been created, enabling a ‘shopping sanctuary at sea’ for the 18+ traveller.

 

TARGETING THE ‘CURIOUS CRAVER’

Exclusively targeting a curious and ‘craver’ experience-led demographic, Harding said the spaces are unlike any immersive brand solutions that the company has created before, coming as of a direct result of extensive guest surveys, focus groups and key brand roadshows and partnership discussions.

Starting August 2021, Harding is proud to announce its partnership with BVLGARI to bring all the Italian allure and unparalleled craftsmanship of the brand to a concept pop-up store on-board Virgin Voyages’ first ship, Scarlet Lady. With a set up full of spectacular wonder and endless glamour, the pop-up concept store will feature all the iconic collections of the brand, including B.Zero1, Bvlgari Bvlgari, Serpenti, Divas’ Dream and Octo.

Harding has partnered with Bylgari for a concept pop-up store on-board Virgin Voyages’ first ship, Scarlet Lady, featuring all the iconic collections of the brand, including B.Zero1, Bvlgari Bvlgari, Serpenti, Divas’ Dream and Octo.

With a focus on sustainability being inherent to both Harding and Virgin Voyages, the desire to steer an ecologically aware retail experience was also factored highly.

 

Harding and Virgin Voyages have also made a commitment to reduce single-use paper and plastic through the supply and distribution chain on board, including bags.

Harding boasts over 50 ‘first-at-seas’ brand experiences, including those from Vivienne Westwood, Davines, Kat Maconie, and MAC Cosmetics. Harding also gets the exclusive scoop at sea from Chanel on their Les Eaux collection.

Harding boasts over 50 ‘first-at-seas’ brand experiences, including those from Vivienne Westwood, Davines, Kat Maconie, and MAC Cosmetics. Harding also gets the exclusive scoop at sea from Chanel on their Les Eaux collection.

Only if a customer requires a bag will they be given one, and when this is the case, Turtle bags or paper bags will be made available. Reusable shoppers are also available from B Corp certified Apolis, with the production of their bags providing a fair wage to workers in Bangladesh.

 

THEATRICAL RETAIL

Boasting theatrical and ultra-modern retail spaces, Harding has introduced an innovative array of materials, textures and colours to create a series of amazing retail boutiques, adding new categories to retail at sea such as vinyl.

An official Virgin Voyages merchandise store.

An official Virgin Voyages merchandise store.

The partnership was keen to highlight the opening of an on board vinyl store and karaoke studio. According to Harding, an exclusive limited-edition red vinyl of The Sex Pistols LP will also be available from launch, of which there are only 1,000 copies available with 30% of the sales going to Ocean Unite.

 

“Ocean Unite works to unify and amplify key ocean messages and engage decision-makers through the Ocean Unite Network,” said Harding. “The organisation works towards achieving its vision of strongly protecting at least 30% of the ocean by 2030 through a network of highly protected marine areas and building ocean resilience.”

FIRST AT SEA

Harding boasts over 50 ‘first-at-seas’ brand experiences, including those from Vivienne Westwood, Davines, Kat Maconie, and MAC Cosmetics. Harding also gets the exclusive scoop at sea from Chanel on their Les Eaux collection.

The partnership was keen to highlight the opening of an on board vinyl store and karaoke studio.

The partnership was keen to highlight the opening of an on board vinyl store and karaoke studio.

James Prescott, Managing Director of Harding, comments: “With operations in the US, UK, and Europe, working with Virgin Voyages over the last four years and through the COVID pause on such an important journey for both our brands – and cruise retail as a whole – has been an incredible experience.

 

“Bolstered by Harding’s global presence, we’re looking forward to working closely with the Virgin Voyages team as we embark on Scarlet Lady’s maiden voyage and as we look to curate more innovative retail experiences. We are also looking forward to the launch of both Valiant Lady and Resilient Lady in the near future, where we are curating further enhancements relevant to Sailors.”

Sally Barford, Virgin Voyages adds: ‘Harding have been a fantastic partner and really helped us out the boundaries of the retail offering on cruise ships. We challenged the team to help us curate a bold and refreshingly different collection of brands that offer our Sailors the flexibility and diversity of the high street at sea.”

Fine jewellery onboard the Scarlet Lady.

Fine jewellery onboard the Scarlet Lady.

International

OUT NOW: June/July issue + Top 10 Airports

The TRBusiness June/July 2024 edition, featuring the Top 10 Airports report, is now available...

International

TR Consumer Forum 2024 photo gallery now live

The TR Consumer Forum 2024 was packed with memorable moments, from the very first networking...

International

TR Consumer Forum welcomes Gulf Beverages

TRBusiness is proud to announce Gulf Beverages and African + Eastern as Diamond Sponsors for the...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend