Starboard Cruise Services and Celebrity Cruises have teamed up to bring the inaugural Loewe fragrances offering at-sea to Celebrity Ascent, the fourth liner in the Edge Series.

The launch is part of a wider “immersive” shopping experience on board the Celebrity ship. 

The retail offering from Starboard, LVMH’s retailer at sea, is said to cater to the modern traveller with a range of concept launches and cutting edge digital activations.

Drawing from existing operations on board The Edge Series vessels, Celebrity Ascent offers both signature labels and new brands. 

A total of 8,966sq ft is spread across two decks, with the Luxury District on Deck 5 with beauty, fashion, resort style, Swiss timepieces and spirits.  

Deck four brings together Celebrity-branded offerings with a diverse selection, including eco-friendly products and destination mementos. 

Celebrity Ascent set sail on its inaugural Caribbean season from Florida on 26 November. Destinations include the Bahamas, Grand Cayman, Puerto Rico, and the British Virgin Islands.

After that the liner will sail for Europe, with summer stops including Greece, Italy, Turkey, Spain, and France. 

Loewe among first-at-sea for Starboard and Celebrity

First-at-sea launches on board Celebrity Ascent include fragrances from Loewe, for all genders at the home. 

Celebrity Ascent and Celebrity Beyond will exclusively launch The Sunset Collection. Curated by furniture designer Nate Berkus, the space is inspired by The Sunset Bar and offers travel and home accessories. 

Starboard’s expanded Beauty for All concept is also onboard Celebrity Ascent. A first-at-sea Olaplex listing is accompanied by Moroccan Oil Tools and body care from Mario Badescu and L’Occitane

Resort-style fashion for purpose-driven brands is reflected in a listing for Coradorables. The woman-founded, family-run Hawaiian brand is made in Honolulu from hand-selected textures with custom patterns that celebrate local culture. 

Luxury names on board include Piaget with its newest boutique at sea, alongside Cartier with its Swiss-made watches. 

Bulgari is represented with a stand-alone lifestyle boutique spanning jewellery, watches, handbags and accessories. 

Starboard’s The Time is Now boutique showcases a range of Swiss timepieces from Tag Heuer, Hublot and Breitling. 

For the first time at sea, guests will be able to personalise their watch with a message printed on satin ribbon. The service is available in English, Spanish and French. 

Meanwhile the John Hardy brand has revamped its at-sea store, with a modern design from Creative Chair Reed Krakoff. Pieces include exclusive jewellery, the new Spear Collection, and an interactive chain-weaving installation. 

The Mankind boutique on Deck 5 delivers a brand lineup with watches and jewellery, grooming essentials, accessories and fashion.

Starboard’s Attraction boutique carries the N1 Skincare Collection by Chanel, which features unique collections and personalised experiences. Extended makeup selections from Chanel and Dior will also be showcased. 

Fragrance gift engraving is also available in the Attraction store, where beauty specialists are on-hand for consultations and to host seminars. 

Starboard has partnered with Diageo to offer personalised tasting inside the Spirited shop. The ‘What’s Your Whisky?’ experience helps guests identify whether they prefer smoky, spicy, fruity, or sweet flavour profiles. 

The expanded shop now also offers a range of wines, including limited-production vintages. 

Products with purpose

“Purpose-driven” brands on board include Eva Innocenti, Fahlo, Tagua, Mary Frances, and Les Iles du Monde.

Meanwhile the Sense of Self boutique showcases woman-founded clothing brand Farm Rio. In addition there is an a large selection of vintage luxury designer bags and accessories  from What Goes Around Comes Around. 

“Starboard has consistently been at the forefront of supporting Celebrity Cruises in its mission to launch the most sought-after ships,” says Lisa Bauer, Starboard’s President and CEO. 

“Our long-time partnership has boasted multiple groundbreaking concepts that have taken the creation of enduring memories to a whole new level. And we can’t wait for guests to experience them aboard Celebrity Ascent.” 

Keith Lane Senior Vice President, Hotel Operations for Celebrity Cruises, added: “Starboard, our long-time partner, has created an exceptional retail experience for our revolutionary Edge Series, aligning seamlessly with our innovation and refinement of the fleet. 

“The results and positive feedback from our guests have truly exceeded our expectations.”

Starward announced a pair of new senior appointments in October. Caryl Capeci was named Senior Vice President Fine Jewelry & Watches, while Benito Mendez took the role of Senior Vice President of Merchandising and Planning.