The new collections debut on Virgin Voyages’ Brilliant Lady during its inaugural Alaska season.

Starboard has unveiled a new Alaska-exclusive retail programme featuring destination-inspired merchandise, local artisan brands and personalised products, as the cruise retailer looks to capitalise on growing demand for experiential and place-based shopping at sea.

The new assortment debuts aboard Virgin Voyages’ Brilliant Lady during its inaugural Alaska season and forms part of a broader Alaska retail strategy that spans Starboard’s cruise line partners across the region, including Princess Cruises.

According to Starboard, exclusive products now account for more than half of all onboard retail sales on Alaska itineraries, underlining the growing importance of destination-specific merchandise in driving passenger engagement and spend.

For Brilliant Lady, Starboard has developed a range of Alaska-exclusive products created specifically for the voyage experience. Highlights include a collaboration with M&W Design Co. featuring handcrafted wooden ship standees and sustainable wooden postcards, alongside an exclusive Virgin Voyages x Salty Sisters ‘Red Collection’ incorporating jewellery, hair accessories and bolo ties inspired by Virgin’s signature branding.

The retailer has also expanded its broader Alaska assortment with exclusive apparel collections tailored to different passenger segments. These include the Dreamy Alaska range for women, Happy Camper for men and Little Scouts for children, complemented by limited-edition items such as an Alaska-themed bomber jacket.

Personalisation continues to play a key role in Starboard’s retail strategy. Guests can customise hats and bags with destination-themed patches, pins and charms curated specifically for Alaska sailings, creating unique keepsakes linked to their voyage.

Food and gifting are also central to the programme. A new ‘Taste of Alaska’ collection showcases locally inspired products including artisan chocolates, sea salts, kelp-based seasonings, hot sauces and cookies sourced from regional producers. Additional souvenir offerings include Alaska-inspired Pandora charms and hand-painted ornaments celebrating key ports of call.

The assortment features a wide range of Alaska-based and artisan brands spanning food, gifts, lifestyle and beauty, including Waterbody, Barnacle Foods, Mark Kelley Photography, Native Northwest, Alaskan Reflections, Denali Dreams, Salty Sisters, Dune Jewelry, Prince William Sound Salt Co and Chugach Chocolates.

For Princess Cruises passengers, Starboard has also introduced a limited-edition Pendleton Woolen Mills blanket available exclusively on Alaska itineraries. Just 250 individually numbered blankets have been produced.

Starboard President and CEO Lisa Bauer said: “Alaska is one of the most distinctive destinations we serve, and our team has thoughtfully developed collections and experiences that reflect the landscapes, culture and sense of discovery that make the region so special. From exclusive apparel and housewares to local artisan jewellery, lifestyle and food brands to personalisation opportunities, we’re creating retail experiences that help guests connect more deeply with Alaska and take home meaningful reminders of their vacation.”

The initiative reflects a wider trend in cruise retail towards destination-led product assortments, with retailers increasingly using local partnerships, exclusives and experiential elements to strengthen passenger engagement and create a stronger sense of place onboard.