Highlights include a Dior beauty shop-in-shop.

Starboard has unveiled new multi-sensory retail experiences onboard Celebrity Xcel, the newest vessel in Celebrity Cruises’ Edge Series. The ship’s inaugural season starts this month, sailing from Fort Lauderdale around the Caribbean.

The offer merges modern luxury, sensory exploration and technology to create a retail environment that goes beyond traditional shopping, according to the company. Key features include first-at-sea brand debuts, immersive digital experiences, and destination-inspired storytelling.

“Our collaboration with Celebrity Cruises continues to set new benchmarks for luxury retail at sea,” noted Starboard CEO Lisa Bauer. “On Celebrity Xcel, we’ve gone beyond traditional retail to create multi-sensory environments that redefine onboard shopping.

“With an unparalleled combination of first-at-sea brand partnerships, immersive design and exclusive experiences, this marks a landmark launch for both Starboard and Celebrity Cruises.”

Highlights include a Dior beauty shop-in-shop, and a curated selection of rare, authenticated vintage handbags and other accessories from Fashionphile. Additional new-to-Celebrity debuts include Swiss skincare brand La Prairie, and Weller 18 Year Old, an exclusive first-at-sea whiskey expression from Buffalo Trace Distillery.

Fashionphile offers shoppers a curated selection of rare, authenticated vintage handbags and other accessories.

Other standout offerings include Mankind Redefined, an elevated men’s lifestyle concept featuring a Johnnie Walker tasting experience; and Starboard’s Digital Liquor Experience, which provides guests with a new way to discover premium spirits, including an Angel’s Envy single-barrel bourbon curated exclusively for Celebrity Xcel.

Meanwhile, Starboard’s Bazaar marketplace celebrates global craftsmanship with products inspired by each itinerary. The new Flagship logo boutique debuts high-end fashion blended with destination-driven design, marking a fresh evolution in branded merchandising.

Adding to the sensory story is Celebrity Xcel’s signature scent, a fragrance personally selected by Celebrity Cruises President Laura Hodges Bethge. It is available for guests to take home as a candle and diffuser.

The retail offer includes multiple exclusives and first-at-sea brand debuts, such as Angel’s Envy single-barrel bourbon.

Starboard emphasised how Celebrity Xcel’s retail experience is designed to celebrate the beauty and spirit of the ocean. Guests can explore a curated assortment of ocean-conscious clean beauty and skincare brands, including Project Reef and OSEA.

The ship also showcases a selection of fine jewellery by Aurélie Bidermann. Making its Celebrity Cruises debut, the brand features sea-inspired textures said to reflect Celebrity’s connection to refined, marine-inspired luxury.

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