On location: Celebrity Beyond ups the knots on retail

By Trb Editor |

Source: Beth Crockatt.

TRBusiness was on deck from 25-27 April for a special preview of the retail and F&B offer for Celebrity Beyond, the first cruise ship of its kind matched by a shopping experience celebrating design, luxury, sustainability and diversity.

We bring you this in-depth report, as the vessel makes it maiden voyage to the Mediterranean.

In an exclusive short sail for members of the press, Celebrity Beyond skippered by Captain Kate McCue set sail from Southampton UK on 25 April.

The eye-catching vessel is the third cruise ship in the ‘Edge’ series, following Celebrity Edge and Celebrity Apex.

The shops are managed by Starboard Cruise Services and designed as an ‘immersive lifestyle shopping experience’, featuring new luxury concepts and first-at-sea brands.


As reported, Celebrity is showcasing some notable new-to-sea beauty and skincare products:

Measuring 1,073 feet in length, Celebrity Beyond is the third vessel in the ‘Edge’ series and can accommodate  3,260 passengers. It set sail on its maiden voyage from Southampton, UK to ports in Western Europe on 27 April.

Goop: The Gwyneth Paltrow-founded lifestyle brand. Celebrity and Goop are expanding their acclaimed partnership to bring guests products from Goop’s popular GoopGlow, GoopGenes and G.Tox collections.

Beekman 1802: Clinically tested, the world’s biggest scientifically proven goat-milk skincare company is present onboard.

Supergoop!: This lotion provides high-performance protection against UVA, UVB, and IRA rays to help prevent photoaging and dehydration.

Oribe: The first haircare company to infuse its products with fine fragrance, Oribe evokes the glamour and warmth of the French Riviera with its signature scent, Côte d’Azur.

Moroccanoil offers a full line of hair and body products, all infused with nourishing antioxidant-rich argan oil.

Juice Beauty: The OG – Original Green – antioxidant-rich skincare and plant-based makeup, whose products are vegan, cruelty-free, sustainable, and made with certified organic ingredients.

IWC Schaffhausen is among a clutch of labels to be proudly housed within the Richemont Group’s first luxury multi-brand watch boutique at sea. Source: Beth Crockatt.

On the evening of 25 April, Celebrity Cruises CEO Lisa Lutoff-Perlo christened the ship during a drinks event with the media on the top deck Sunset Bar. Joining the celebration was the bar’s US celebrity interior designer Nate Berkus.

“This ship is all about relaxed luxury, it’s not pretentious nor stuffy and is very approachable,” commented Lutoff-Perlo.

“Our aim is to offer incredible culinary destinations, elegant accommodations, amazing design with wellness woven in.”

Celebrity Beyond is manned by 1,400 crew members from 72 nationalities and accommodates 3,260 passengers.

Renowned British designer Kelly Hoppen CBE has blurred the lines between indoor and outdoor spaces, working with the ship’s extended length.

During a press conference on the morning of Tuesday 26 April, Lutoff-Perlo; Managing Director Jo Rzymowska; and Captain Kate McCue spoke about the pent-up demand for cruising following the pandemic, the increase in female staff on their ships, and how gender equality onboard had improved.

That afternoon, Starboard Cruise Services invited select media including TRBusiness to explore the retail offer onboard Celebrity Beyond.


In a nod to experiential luxury boutiques, the tour began with the opening of the Bulgari boutique that offers fine jewellery, watches, accessories and handbag lines, accented by Bulgari’s glamorous Serpenti Jewelry Collection.

Thereafter, guests were introduced to Richemont’s store – the group’s first luxury multi-brand watch boutique at sea, housing its Cartier, IWC Schaffhausen and Panerai brands – plus the ‘Attraction’ destination merchandise multi-brand shop and the ‘Time is Now’ fine watches and timepieces boutique featuring contemporary luxury watch brands Hublot, Ball, IWC, Norqain, Bulgari and others.

The Bulgari boutique offers fine jewellery, watches, accessories and handbag lines, accented by the Italian luxury brand’s glamorous Serpenti Jewelry Collection. Left to right: Starboard Cruise Services President and CEO Lisa Bauer alongside Celebrity Cruises Senior Vice President Hotel Operations Brian Abel. Source: Beth Crockatt.

Starboard Cruise Services officially unveiled Mankind, a multi-brand menswear boutique concept offering men’s fashion, accessories, writing instruments and personal care products.

Montblanc, Fulton & Roark, Alan Paine and What Goes Around Comes Around are some of the brands featured.


In keeping with Celebrity’s commitment to women’s empowerment and sustainability, guests can discover brands that pursue meaning beyond commerce, brought alive by the Mediterranean ports that they visit in Italy, France, Greece and Spain.

Highlighted during the tour was the female-owned inclusive swimwear and lifestyle brand Summersalt, which offers ethically made resort wear and has proudly captured the measurements of over 10,000 women to adapt and flatter figures of all shapes and sizes.

Starboard Cruise Services President and CEO Lisa Bauer and Summersalt Founder Emily Jackson officially cut the ribbon of the sustainable fashion brand’s store onboard Celebrity Beyond.

Summersalt Founder Emily Jackson (second left) cuts the ribbon to mark the opening of the sustainable fashion brand store on Celebrity Beyond in the company of Starboard Cruise Services President and Chief Executive Officer Lisa Bauer (third left). Source: Beth Crockatt.

Other brands in the sustainable fashion and beauty store were Spanish labels Respoke, a footwear brand which uses repurposed silk scarves to create colourful shoes; Zahati, handmade jewellery created with natural fibres; and Anna Albert –Artenseda, which offers Spanish silk scarves decorated with vibrant hand-painted designs.

Italian brand The Bridge, French jewellery outfit Gas Bijoux, La Mer and Greek natural skincare label Rizes Crete are also on show.

Exclusive to Starboard – and now also available onboard Celebrity Beyond – is Lifestyle brand 4Ocean, which donates a proportion of sales to support beach and ocean clean-up initiatives globally.

Stella McCartney’s collections take to the seas for the first time. Source: Beth Crockatt.

The company has already cleaned up 25,000 pounds of plastic waste from global waterways to date.

Big beauty from Chanel, Lancôme, Estée Lauder, Christian Dior, Bulgari and Carolina Herrera also feature in this boutique.


Perhaps the real scoop of the new retail offer is the arrival of the first cruise store from British fashionista Stella McCartney, making her cruise debut with Celebrity Beyond.

Celebrity Beyond logo collection at the Resort Wear store. Source: Beth Crockatt.

The eponymous brand is committed to responsible fashion, creating attractive and desirable items with the least impact on the environment.

The shop offers the brand’s fashion, footwear handbag and sunglasses collections.

Stella McCartney is pioneering a more responsible take on fashion, crafting timeless wardrobe staples and iconic vegan accessories from innovative, elevated materials linked to Mother Earth. Source: Beth Crockatt.

Having never used leather, feathers, fur or exotic skins since its foundation in 2001, Stella McCartney has pioneered a more responsible take on fashion – crafting timeless wardrobe staples and iconic vegan accessories from innovative, elevated materials linked to Mother Earth.

The short sailing provided a timely taster of luxury services and diverse activities aboard a state-of-the-art cruise ship.

Lisa Bauer, President and CEO, Starboard Cruise Services (pictured centre in yellow) alongside teams from Starboard and Celebrity Cruises. Source: Beth Crockatt.

As Lisa Lutoff-Perlo, President and CEO at Celebrity Cruises, said: “We made a pact that we’re only looking through the windshield and not the rear view mirror.

“If we don’t, then we won’t keep moving forward. People in general are in a tipping point where Covid is in the rear view mirror and they want to get back to the way life is supposed to be. We see that taking shape and impacting our business in 2022 and 2023 and our outlook is very positive.”


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