The Edit by Starboard opened at Westgate Resorts in Las Vegas in February.

Starboard Group is planning to open a new boutique in Orlando in May and a further point of sale this summer as it steps-up its foray into land-based retailing, TRBusiness can report.

The company kickstarted its newest retail venture at Westgate Resorts in Las Vegas in February, opening three boutiques via the Starboard Resorts division, with a vision to dial up the retail experience at “often underserved” vacation resorts worldwide.

“Building on this momentum, we’re excited to expand our partnership with Westgate Resorts, with a new boutique set to open in Orlando this May – further enhancing our footprint in the land-based resort space,” President and CEO Lisa Bauer told TRBusiness in an exclusive interview.

Westgate operates over 20 properties and Starboard is exploring further opportunities across the portfolio.

“At this time, we have one additional opening planned for summer 2025,” continued Bauer. “That said, our expansion into land-based resorts goes far beyond Westgate.

“We are actively engaged in business development with multiple resorts, with discussions at various stages. As we continue to bring our expertise in vacation retail to new markets, readers should stay tuned for more exciting announcements in the near future.”

Lisa Bauer, President & CEO, Starboard Group.

‘Explosive growth’ in luxury

Expanding its presence through its Resort arm is  just one thread of Starboard’s strategy for 2025, alongside further developing its Cruise and Luxury business units.

The company announced its new three-pronged corporate structure in September 2024, driven by a decision to ‘align the organisation and its resources to harness opportunities’.

“Our strategy [for 2025] focuses on elevating guest experiences through curated storytelling, seamless digital integration, and exclusive brand collaborations,” said Bauer.

“We are poised for a year of significant growth, with strong year-over-year revenue projections, supported by exceptional performance across all our divisions.”

While the Cruise division has long-been the cornerstone of the business, the company is seeing “explosive growth” in its Luxury portfolio, even with consumer sentiment for luxury spending varying by region.

“Since launching this dedicated division five years ago, we’ve seen tremendous momentum, and in 2025, we are further strengthening our position with exclusive product launches and a curated selection of elevated goods,” continued Bauer.

“Beyond renowned luxury brands, we continue to introduce artisanal products that celebrate each destination, ensuring a truly distinctive and immersive shopping experience for discerning travellers.”

One of the most recent successes has been the launch of the Bulgari boutique aboard The Ritz-Carlton Yacht Collection’s Ilma vessel in October 2024.

Now, Starboard is promising to elevate the luxury shopping experience across all categories.

“While branded boutiques with renowned luxury houses are a key part of our offering, we are also curating a diverse selection of elevated goods that affluent travellers seek while on holiday,” commented Bauer.

Luxe by Starboard, The Edit by Starboard and Baubles by Starboard (pictured) are intended to transform the Westgate Last Vegas experience for guests and local visitors alike, according to Starboard Group.

“Our assortments feature exclusive luxury brands available only within our portfolio, alongside many first-at-sea brands. Beyond globally recognised names, we are also embracing the uniqueness of each destination by introducing artisanal goods and bespoke experiences that connect guests with local craftsmanship.

“Expect to see further collaborations with prestigious brands, immersive pop-ups, expanded personalisation services, and exclusive product offering – all designed to bring a new level of rarity and discovery to the luxury travel experience.”

For the full interview, see the TRBusiness March/April e-zine by clicking here.

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