Carnival transforms on-board retail with new brands, activities, promotions

Festive opening for the new Pandora shop on Carnival Breeze Festive opening for the new Pandora shop on Carnival Breeze

Carnival Cruise Line is transforming its shipboard shopping experience with renovated spaces and popular items from retailers like Victoria’s Secret, Swarovski, Pandora and TAG, among others.

According to William Butler, VP retail, Carnival’s upgraded venues and expanded offerings result from months of intensive research and data gathering to customize shopping to match passenger preferences.

Victoria’s Secret beauty products and accessories, including mists, lotions and perfumes, in displays divided into categories of Prestige, VS Fantasies and Rollerballs, are now on 22 ships.

Twenty-five ships offer a selection of Swarovski fashion jewelry, pearls and sterling silver, while a dozen ships have Effy jewelry, from colored gemstones and diamonds to tanzanite. Costume jewelry provider Pandora is on 10 vessels, providing bracelets, rings, necklaces, and charms, including some tied to a vacation theme with cruise ships, palm trees and sandals.  

TAG's high-end timepieces are aboard 24 vessels, and Invicta fashion watches are on 25 ships.

Mexico-themed retailer Los Cinco Soles features sterling silver jewelry, souvenirs, T-shirts and arts and crafts created by local artisans aboard four vessels.

Additionally, Carnival's Cherry on Top sweets shops, selling bulk candy, novelty items and apparel, are on 20 ships.

The line's retail experience has also been enhanced with fun activities, special promotions, giveaways, in-store parties and more. Select ships also feature stand-alone kiosks with 'wearable tech' accessories that include the latest fitness trackers, pedometers and heart rate monitors by brands like Fossil and others.

Plus, Carnival has made a significant investment in digital marketing across the fleet, directing passengers to marquee retail events and deals during their cruise.

Over the past year, shopping outlets were completely renovated aboard Carnival Sensation, Carnival Elation, Carnival Conquest and Carnival Valor. Carnival Victory, Carnival Fascination, Carnival Legend and Carnival Paradise are scheduled for retail refurbishments in the coming year.

The new Carnival Horizon, set to debut in spring 2018, will take the line’s retail offerings to the next level with Carnival's largest, most elaborate and diverse shopping experience to date: two decks of shops, boutiques and displays featuring top-name brands.

Posted 21 November 2017

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Anne Kalosh

Editor, Seatrade Cruise News & Senior Associate Editor Seatrade Cruise Review