Travel retailer Starboard has expanded its partnership with Princess Cruises, less than a year after introducing its first onboard retail concept aboard the Star Princess. Under the new agreement, Starboard will assume responsibility for retail operations on 8 additional Princess vessels from October 2026, extending its presence across approximately half of the cruise line’s fleet.
The expanded collaboration follows the rollout of Starboard’s retail programme on Star Princess and reflects a broader effort by both companies to enhance the onboard guest experience through destination-focused shopping environments, exclusive products and personalised retail offerings. Princess Cruises indicated that the partnership had demonstrated a strong alignment with the brand’s identity and guest expectations, leading to the decision to broaden its scope across the fleet.
Under the agreement, Starboard will draw on its global brand partnerships, merchandising capabilities and operational expertise to develop retail concepts tailored to individual itineraries and regions. Planned initiatives include exclusive merchandise, first-at-sea retail experiences and interactive shopping events designed to complement each voyage.
Starboard stated that the expansion reflected the confidence established during the initial months of cooperation and highlighted the success of the concepts introduced aboard Star Princess, including luxury brand partnerships, destination-inspired assortments and immersive retail events. The company noted that these elements demonstrated how curated retail experiences could become an integrated part of the guest journey.
The additional ships covered by the agreement are the Crown Princess, Diamond Princess, Discovery Princess, Enchanted Princess, Island Princess, Royal Princess, Ruby Princess and Sapphire Princess.
With Princess Cruises operating itineraries to hundreds of destinations worldwide, the expanded partnership is expected to further integrate retail experiences into the overall cruise product, reinforcing a strategy that links onboard shopping with regional and destination-specific themes.