The Starboard team is working closely with Princess Cruises to create new retail opportunities.

Starboard has unveiled a new suite of immersive and personalised retail experiences onboard Princess Cruises’ newest ship, Star Princess, marking the latest evolution of cruise retail designed to blend storytelling, exclusivity and strong destination relevance.

The 4,300-passenger vessel, which set sail from Barcelona on 4 October ahead of its US inaugural voyage from Fort Lauderdale on 7 November, is the second in Princess’ Sphere-Class fleet. Starboard’s retail offer introduces a number of first-at-sea concepts across luxury beauty, fashion, watches, fine spirits and onboard personalisation.

“We are thrilled to introduce such an exciting range of immersive shopping experiences and custom activations onboard Star Princess,” said Lisa Bauer, President and CEO of Starboard Group. “We’ve leveraged our global network to bring first-at-sea boutiques, exclusive product curation and one-of-a-kind guest experiences to the ship, all designed to make each voyage unforgettable.”

First-at-sea luxury showcases

Among the headline additions is the first-at-sea Chanel beauty shop-in-shop, offering curated skincare and cosmetics. The wider beauty assortment includes designer fragrances, clean skincare brand Beekman 1802 and Moroccanoil haircare.

Star Princess features the first-at-sea Chanel beauty shop-in-shop.

In another category first, guests can shop a dedicated Fashionphile assortment of authenticated vintage luxury handbags from houses including Chanel, Dior, Gucci and Hermès. Designer bags from Coach and embellished accessories by Mary Frances further expand the fashion accessories offer.

Starboard has also invested in a robust luxury timepiece environment, with standalone Breitling and TAG Heuer boutiques onboard. The watch collection also includes certified pre-owned Rolex, as well as Jacob & Co., making its Princess Cruises debut, along with John Hardy, Norqain, Rado, Tissot and Citizen.

Luxury watch brands also take pride of place on board.

Personalisation and experiential retail take centre stage

In a first for the Princess fleet, Star Princess features extensive personalisation services, enabling guests to engrave, emboss or monogram jewellery, apparel, bags, hats and more. Onboard ear piercing services are also available.

A notable experiential highlight is the exclusive barrel of Angel’s Envy bourbon selected jointly by Starboard’s Lisa Bauer and Princess Cruises President Gus Antorcha. Guests can participate in tastings and purchase directly through an interactive digital storefront.

Star Princess’ personalisation services enabling guests to engrave jewellery, bags, hats and more.

Retail reflecting destinations and culture

As part of Starboard’s ongoing focus on destination storytelling, a rotating destination-themed boutique will bring regional craftsmanship and local culture onboard. During Caribbean sailings, this includes Dominican folk art featuring the cayena (hibiscus) national symbol, and contemporary handcrafted jewellery from Mexican brand Tumbiko.

Across apparel and accessories, the ship features brands including Vineyard Vines, 7Diamonds, America Beyond and Shiraleah. The fashion jewellery assortment spans Jason Hyde, Jet Set Candy, Pandora, Swarovski and Shae—Starboard’s exclusive brand—making its Princess Cruises debut. An exclusive inaugural merchandise collection featuring the Princess logo rounds out the offer.

“Our mission is to offer a refined, destination-rich cruise experience that blends relaxation, cultural immersion and memorable moments,” said Alfredo Jimenez, Vice President, Hotel Operations, Princess Cruises. “Starboard is helping us deliver that with custom retail experiences that truly enhance the voyage.”

Following its Caribbean season, Star Princess will reposition to Alaska in summer 2026, with additional itineraries to follow.

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