INTERNATIONAL. Holland America Line has named LVMH company Starboard Cruise Services as its fleetwide retail partner. The retail partnership launched with the Koningsdam sailing on 10 October and will roll out across the rest of the fleet in the coming weeks and months.
The retailer has pledged to bring newly curated apparel and accessories, artisanal goods, socially responsible brands and exclusive locally-sourced merchandise to Holland America Line ships. Some of the offerings (see below) make their debut onboard the launch of Holland America Line’s new flagship, Rotterdam, which welcomed its first guests on 20 October in Amsterdam, for a transatlantic voyage to Florida.
Starboard President and CEO Lisa Bauer said: “We are thrilled to start this journey with such a distinguished cruise line partner. Our shared passion to introduce guests to new places through moments that matter serves as the foundation of our exciting collaboration. Guests will experience the finest selection of iconic brands, first-at-sea concepts and tailored retail experiences that will deliver Holland America Line’s promise to discover new cultures and transform perspectives through the art of travel.”
First at sea focus
New brands and products launching on Holland America Line’s Rotterdam for the first time at sea include:
Bjørg – a jewellery brand known for the use of rough and precious stones in combination with crafted metal textures and with a focus on sustainable and ethical practice in production. All jewellery is handmade with materials that are natural and obtained in accordance with environmental preservation standards.
Accutron watches – The world’s first electronic watch of its kind functions with a tuning fork, a small piece that had only been used in music. Engineer Max Hetzel developed its transistor movement to achieve an unprecedented precision of a minute per month.
Town Branch Single Malt Whiskey – a limited edition American single malt whiskey from a single barrel with notes of sweet honey, mild malt and cooling toffee flavours, exclusively available aboard Rotterdam. Each bottle label says ‘hand selected by Rotterdam’ making them a collectible memento.
Digitally enabled experiences
What Goes Around Comes Around – “the largest lifestyle boutique at sea” that celebrates vintage luxury opens on both Koningsdam and Rotterdam. The socially responsible resale concept offers designer handbags, scarves and accessories from luxury brands such as Louis Vuitton, Chanel and more.
Riveter – aligned with Holland America Line’s support for those that serve their country, R. Riveter, previously only available at sea through limited time experiences, showcases the bags and accessories from this US-based, mission-driven brand in a dedicated boutique. Military spouses from all over the country participate in sewing panels and contribute to the final produced product, which provides mobile flexible income, community and empowerment.
Destination shop in shop – guests can discover a wide range of products from apparel and accessories to local culinary offerings, inspired by the itineraries on Holland America Line ships.
Augmented Reality Beauty Experience – allowing guests to virtually experiment with beauty products across eye shadows, blushes, lipsticks and more on Rotterdam.
“With a wide range of cruise destinations around the globe, our cruise experience delivers impeccably crafted itineraries and immersive cultural experiences that enhance our guests’ time in a destination, and the retail offerings should be no different,” said Holland America Line Group Operations Officer Natalya Leahy.
“Starboard Cruise Services’ dedicated and experienced team designed an unparalleled retail programme that aligns perfectly with Holland America Line’s premium cruise experience and the expectations of our guests. We look forward to welcoming guests to discover our newly curated assortments and retail experiences onboard all 11 ships cruising in different regions.”
