Elevated shopping experiences feature curated, guest-first offerings that blend exclusivity, storytelling and destination relevance

Starboard Group, the world’s leading retail curator at sea, today announced it has unveiled new, expertly curated immersive retail experiences onboard Star Princess, the newest ship in the Princess Cruises fleet. Star Princess set sail from Barcelona on October 4, 2025, and will begin her US inaugural voyage from Fort Lauderdale on November 7. Starboard has crafted elevated, personalized shopping experiences on the ship featuring guest-first offerings that blend exclusivity, storytelling and destination relevance.

“We are thrilled to introduce such an exciting range of immersive shopping experiences and custom activations onboard Star Princess,” said Lisa Bauer, Starboard’s President and CEO. “We have leveraged our deep expertise and global network to introduce first-at-sea boutique and brand offerings, including a special barrel of Angel’s Envy bourbon that is exclusively available to Star Princess guests. We’re proud to continue to expand our relationship with Princess Cruises and to curate distinct product collections and one-of-a-kind retail experiences designed to make each voyage unforgettable.”

First-at-Sea Luxury Beauty and Fashion Offerings

Onboard Star Princess, Starboard has debuted exclusive luxury retail offerings, including a first-at-sea Chanel beauty shop-in-shop featuring a curated selection of cosmetics and skincare from the storied French house. Other beauty offerings include a collection of designer fragrances for men and women, clean skincare and bodycare from Beekman 1802, and haircare from Moroccanoil.

Another first-at-sea debut is a selection of vintage preowned luxury handbags from Fashionphile. The extensive assortment includes distinctive styles from Chanel, Dior, Gucci, Hermès and other renowned luxury maisons. Guests can also browse handbags and small leather goods from Coach and hand-beaded and embellished designer handbags and accessories from Mary Frances.

In addition, Starboard has expertly curated an assortment of luxury Swiss watches onboard Star Princess, which features stand-alone Breitling and TAG Heuer boutiques. Guests can shop certified preowned Rolex watches, timepieces from Jacob & Co., which is making its Princess Cruises debut, and selections from John Hardy, Norqain, Rado, Tissot and Citizen.

Personalization, Immersive Experiences and Exclusive Collaborations

In a first for the Princess Cruises fleet, Starboard has curated a range of “make it your own” personalization experiences that allow Star Princess guests to create one-of-a-kind pieces to commemorate their trip. Guests can choose from engraving, embossing and embroidery options to customize jewelry, apparel, jackets, handbags, backpacks, hats and more. Onboard ear piercing services are also available.

Starboard has also debuted immersive, in-person events and exclusive collaborations that enhance the discovery and shopping experience. Guests can purchase a selection of liquor through an interactive digital-first experience and enjoy tastings from an exclusive barrel of Angel’s Envy bourbon that was specially crafted and personally selected for the ship by Starboard President and CEO Lisa Bauer and Princess Cruises President Gus Antorcha.

Bringing Destinations to Life Onboard

Starboard is bringing each Star Princess itinerary to life with a destination-themed retail boutique designed to connect guests with local cultures and artisanal creations spanning food, apparel and accessories, kitchenware and drinkware, artwork, fashion jewelry and souvenirs. When the ship sails the Caribbean during its inaugural season, guests will find first-at-sea offerings that include folk art from the Dominican Republic featuring the cayena, or hibiscus, flower, a beloved national symbol, and unique jewelry and gifts from Tumbiko, the Mexican brand known for its meticulous craftsmanship that blends ancestral techniques with contemporary design.

Star Princess also offers an assortment of men’s, women’s and kids’ apparel, resortwear and accessories from leading names such as 7Diamonds, America Beyond, Shiraleah and Vineyard Vines. In the fashion jewelry shop, guests will find an extensive assortment from renowned brands such as Jason Hyde, Jet Set Candy, Pandora, Swarovski and Shae, Starboard’s exclusive fashion jewelry brand that is making its Princess Cruises debut onboard Star Princess. An exclusive inaugural collection of tees, hoodies, caps, bags and other items featuring the iconic Princess Cruises logo is also available.

“Our mission is to offer a refined, destination-rich cruise experience onboard Star Princess that blends relaxation, cultural immersion and singularly memorable experiences,” said Alfredo Jimenez, Vice President Hotel Operations, Princess Cruises. “Starboard is helping us fulfill that mission with an array of unforgettable custom retail experiences that engage and delight our guests and elevate their entire trip.”

The 4,300-guest Star Princess, the second Sphere-Class ship in the Princess fleet, will sail the Caribbean over the winter season, followed by Alaska in the summer of 2026 and additional itineraries in subsequent seasons.

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About Princess Cruises

Princess Cruises is The Love Boat, the world’s most iconic cruise brand that delivers dream vacations to millions of guests every year in the most sought-after destinations on the largest ships that offer elite service personalisation and simplicity customary of small, yacht-class ships. Well-appointed staterooms, world class dining, grand performances, award-winning casinos and entertainment, luxurious spas, imaginative experiences and boundless activities blend with exclusive Princess MedallionClass service to create meaningful connections and unforgettable moments in the most incredible settings in the world - the Caribbean, Alaska, Panama Canal, Mexican Riviera, Europe, South America, Australia/New Zealand, the South Pacific, Hawaii, Asia, Canada/New England, Antarctica, and World Cruises. Sun Princess, the brand’s new, next-level Love Boat named Condé Nast Traveler’s Mega Ship of the Year, introduces the groundbreaking Sphere Class platform and will be joined by sister ship, Star Princess, in late 2025 Star Princess, the brand’s newest and most innovative ship, launched October 2025, sister ship to Sun Princess, named Condé Nast Traveler Mega Ship of the Year for a second consecutive year. The company is part of Carnival Corporation & plc (NYSE/LSE:CCL; NYSE: CUK).

About Starboard

Charting a new course in the duty-free industry since 1958, Starboard has been the world’s leading vacation retailer at sea with the purpose of curating a vibrant world for guests, cruise line partners, brand collaborators and employees. Starboard’s transformative retail elevates the experience on more than 90 ships across 14 world-class cruise line partners: Blue Dream, Carnival Cruise Line, Celebrity Cruises, Costa Cruises, Holland America, Resorts World Cruises, Royal Caribbean International, TUI Cruises and Virgin Voyages. Starboard’s dedicated Luxury Division partners with Azamara, Crystal, Scenic Luxury Cruises & Tours, Silversea, and The Ritz-Carlton Yacht Collection.

Starboard is consistently recognized for quality and innovation by the travel industry, championing numerous awards, including DFNI-Frontier Americas Travel Retailer of the Year, Asia/Pacific Cruise Retailer of the Year, Global Cruise Retailer of the Year and Exceptional Achievement by a Cruise Retailer.

Going beyond sailing, Starboard’s sister company, Onboard Media, creates multimedia products for top companies in the travel and hospitality industry, driving brand awareness to generate sales and grow revenue. Both businesses are headquartered in Miami with additional Starboard offices in Hong Kong, Shanghai and Genoa, Italy.

Starboard and Onboard Media are proud to be a part of Global Travel Retail Holdings, LLC, an industry leading travel and technology-centric joint venture in partnership with Gissy Investments and LVMH.

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