Starboard expands retail partnership with Princess Cruises to eight more ships

Starboard announced it will manage retail operations on eight additional Princess Cruises vessels beginning in October, expanding its partnership to cover half of Princess Cruises' global fleet.

The expansion follows the retail company's debut aboard Star Princess last fall. Starboard will now operate retail experiences on Crown Princess, Diamond Princess, Discovery Princess, Enchanted Princess, Island Princess, Royal Princess, Ruby Princess, and Sapphire Princess.

"Retail plays a meaningful role in how guests connect with our ships," said Rodrigo Llaguno, Princess Cruises Chief Operating Officer. "Starboard has demonstrated a strong understanding of our brand and our guests, delivering thoughtfully curated experiences aboard Star Princess."

Princess Cruises operates routes to 345 destinations across Alaska, Asia, Australia, the Caribbean, the Mediterranean, Mexico, and South America. Under the expanded agreement, Starboard will develop retail experiences designed to connect with specific itineraries and regions.

Lisa Bauer, President and CEO of Starboard, said the expansion reflects trust built since the collaboration began. The company introduced concepts aboard Star Princess including luxury brand partnerships, destination-inspired merchandise selections, and retail events.

Starboard operates retail on more than 87 ships across 14 cruise line partners, including Carnival Cruise Line, Celebrity Cruises, Royal Caribbean International, and Virgin Voyages. Princess Cruises is part of Carnival Corporation (NYSE: CCL).

The information is based on a company press release.

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