Baltic cruise and ferry operator AS Tallink Grupp has launched what it claims is the first ‘floating’ Tommy Hilfiger shop onboard newly renovated ship MS Silja Symphony.

Passengers on the Helsinki to Stockholm route are now able to purchase the famous brand’s apparel from a 70sq m unit, which began operating this week.

New stock will be available on a monthly rotation, with the possibility to benefit from 20% discounts compared to the onshore market on a year-round basis.

FASHION’S SECOND ‘FLOAT’

Tommy Hilfiger has been listing with Tallink for the past decade, but its merchandise has only been available via shop-in-shop concessions situated in the vessels’ multi-brand outlets.

The standalone store responds to heightened customer demand for the American premium-clothing brand, according to Tallink Duty Free CEO Aimar Pärna.

“Tommy Hilfiger’s products are very popular among our customers and, as the brand’s product range has grown, we decided with Tommy Hilfiger’s representatives that it was time to meet our customers’ expectations and open a stand-alone Hilfiger store with wider choices.

“We are also pleased that we have been able to open the world’s first floating Tommy Hilfiger store. Tommy Hilfiger is the second famous clothing brand to open a floating store on a Tallink Grupp vessel and I am confident that there will be other brands as well opening their first-ever floating stores onboard Tallink Grupp vessels in the future.”

In 2015, Tallink opened the ‘first floating Desigual store’ on MS Silja Serenade, which also serves the key Helsinki to Stockholm duty free route.