New luxury and first-at-sea products as Starboard goes ‘Beyond’ with Celebrity

By Luke Barras-hill |

Celebrity Beyond is the third in the ‘Edge Series’ of vessels and charts its maiden voyage from Southampton, UK on 27 April. Source: Celebrity Cruises.

Guests onboard Celebrity Beyond will encounter a spread of responsible lifestyle brands and thoughtful luxury concepts as the third ship in the ‘Edge Series’ prepares to set sail this week.

LVMH-owned Starboard Cruise Services has teamed up with Royal Caribbean Group’s cruise line subsidiary to curate an ‘immersive lifestyle shopping experience’ for travellers, including new-to-sea launches from Stella McCartney, Goop and Norqain.

The ship is due to embark on its maiden voyage from Southampton, UK to Western Europe on Wednesday 27 April.

[TRBusiness is among a select group of media to receive an exclusive preview of the new vessel and will bring you more information in due course].

Featuring a total of 8,966sq ft of shopping space over two decks, Celebrity Beyond divides its retail offer into different zones: experiential luxury boutiques (deck 5); and lifestyle, Swiss timepieces and multi-category stores (deck 4).

Each zone brings together an eclectic handful of merchandise: from apparel, accessories and spirits, to eco-friendly products, beauty, logo, destination and watches.

Starboard Cruise Services enjoys an exclusive relationship with 4Ocean, which supports beach and ocean cleanups with proceeds from its global sales.


Among the many ‘firsts’ at sea is Richemont Group’s high-end luxury watch boutique, which features Cartier, IWC and Panerai, at the Luxury Avenue on deck 5.

Montblanc (pictured below) extends its association with Celebrity’s ships by presenting a lifestyle assortment of writing instruments, watches, leathergoods and more.

A Bulgari boutique sells jewellery, watches, handbags and accessories, rounding off the Luxury Avenue spread.

Guests can peruse sustainable offerings from Summersalt, 4Ocean – Starboard’s partnership with 4Ocean has resulted in more than 25,000 pounds of plastic being removed from global waterways – and What Goes Around Comes Around, plus destination merchandise from Respoke, Zahati and The Bridge.

This is in addition to luxury brand unveils from Stella McCartney, whose environmentally conscious apparel, footwear, handbags and sunglasses make a debut at sea, plus Marni, Beekman 1802 and Supergoop.

Guests can explore an assortment of skus from the Gloopglow skincare and the Goopgenes collection, inspired by Celebrity’s Wellbeing Advisor and actor Gwnyeth Paltrow.

Among the destination-led merchandise, which echoes Celebrity’s Mediterranean itineraries, are Spain-inspired goods from Respoke footwear and Artenseda.

The Bridge adds Italian flair, Gas Bijoux serves up Gallic artisan inspiration and Rizes Crete charts a voyage through Greece.

“We’re thrilled to partner with Celebrity once again for the launch of the third ship in the revolutionary Edge Series,” said Lisa Bauer, President and CEO, Starboard Cruise Services. “Onboard, guests will find a thoughtfully curated collection of upscale and sustainable products, first-at-sea concepts and iconic heritage brands that contribute to the guests’ transformative and stylish retail experience.

Brian Abel, Senior Vice President, Hotel Operations for Celebrity Cruises added: “Our collaboration with Starboard has cultivated long-term partnerships with the world’s most sought-after lifestyle brands and crafted immersive luxury experiences that align perfectly with our commitment and focus on destination, inclusivity and sustainability.”

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