Starboard unwraps 'Shop Fun' retail experiences on Carnival Horizon

At the 'Victoria’s Secret Girls' Night Out,' attendees can browse the merchandise and fragrances while sipping Champagne and may have the chance to compete in a runway face-off At the 'Victoria’s Secret Girls' Night Out,' attendees can browse the merchandise and fragrances while sipping Champagne and may have the chance to compete in a runway face-off

Starboard Cruise Services, an LVMH Moët Hennessy Louis Vuitton company, unveiled a lively array of retail experiences aboard the new Carnival Horizon, which kicked off an inaugural summer schedule from New York last month.

The ship features the most expansive retail space among Carnival Cruise Line's fleet and showcases Starboard and Carnival brand partnerships like the Le Vian jewelry line.

Carnival's first Victoria's Secret

Starboard also orchestrated a host of firsts on a Carnival ship, including the line’s first Victoria’s Secret boutique and a high-profile presence for prestigious brands such as Breitling, Hublot, Rebecca Minkoff, Michael Kors and Kate Spade.

Product offerings span fashion and accessories, beauty and fragrance, spirits, watches, jewelry and more.

Starboard worked closely with Carnival’s leadership team to deliver a new retail experience with highly personalized service. 

'We sell memories, not just merchandise'

'Carnival is all about celebration and fun. The Carnival Horizon retail experience is custom-designed to elicit the same excitement from shopping on board that guests get from all the other wonderful activities on the ship. In keeping with Carnival’s tagline of "Choose Fun," we say "Shop Fun,"' said Starboard Cruise Services president and CEO Beth Neumann. 'At Starboard, we sell memories, not just merchandise. We inspire guests to purchase items that will forever remind them of the joy of their vacation through innovative experiences, entertaining events and an assortment of exceptional brands.'

Champagne and prizes

Among the activities is 'Victoria’s Secret Girls' Night Out,' where attendees can browse the merchandise and fragrances while sipping Champagne and swaying to the beat. They might have the chance to compete in a runway face-off or spin the wheel for prizes.

At the Beauty and Fragrance Bar passengers are invited to experiment with makeup and fragrance, and maybe even walk away with a whole new look.

The 'Le Vian Style Me Famous Fashion Event' is inspired by Le Vian jewelry's reputation for outfitting celebrities for the red carpet. Participants get the full treatment as they’re styled with signature jewelry pieces and pose for photos. They receive a Le Vian gemstone with the option to upgrade to a piece that complements their style.

'What’s Your Jewelry Personality?' helps cruisers discover which gemstone best matches their spirit and personality as they peruse a stunning collection of jewelry. 

'Rock Envy with Crystals from Swarovski' lets participants custom-design a jewelry keepsake of their cruise using a huge selection of charms, bracelets, necklaces, rings and watches. 'Rock Envy with Crystals from Swarovski' is exclusively available on select Carnival ships.

And for the gents

When it comes to watches, experts are on hand to help patrons discover a variety of styles with multi-functionalities in Carnival’s first store entirely devoted to wearable tech.

'The Gentleman’s Guide to Love & Life' offers everything for the sharp-dressed man: a fine watch, the perfect pair of sunglasses, a sophisticated fragrance and a signature whiskey.

'Happier Hour Daily Tastings'—more than just happy—provide samples of some top liquors, including Hennessy White, available only in travel retail. Participants are invited to take the blind taste test and perhaps discover a new favorite.

'Carnival Horizon represents our most significant commitment to retail offerings on any Carnival ship,' said William Butler, VP retail services, Carnival Cruise Line. 'In partnership with Starboard Cruise Services, we created the right atmosphere and introduced the right merchandise assortment and experiences for our brand and guests.'

As part of a multi-year agreement, Starboard now operates retail services on nine Carnival ships including Carnival Horizon.

Posted 26 June 2018

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Anne Kalosh

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