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Holland America taps Starboard for new fleetwide retail offerings

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Starboard Cruise Services will bring newly curated apparel and accessories, artisanal goods, socially responsible brands and exclusive locally sourced merchandise to Holland America Line's 11 ships.

The retail partnership launched with Koningsdam's Oct. 10 sailing and continues with the newly  introduced Rotterdam, now on its inaugural cruise, and will roll out across the rest of the fleet in the coming weeks and months.

'We are thrilled to start this journey with such a distinguished cruise line partner,' Starboard President and CEO Lisa Bauer said. '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.'

Firsts at sea

New brands and products launching on Rotterdam for the first time at sea include Bjørg, a jewelry brand known for the use of rough and precious stones in combination with crafted metal textures. Accutron watches are the world's first electronic watches that function with a tuning fork.

And Town Branch, a limited-edition American single malt whiskey from a single barrel with notes of honey, mild malt and toffee, will be exclusively available aboard Rotterdam. Each bottle label will be 'hand-selected by Rotterdam,' making them a collectible memento.

Boutiques and experiences

What Goes Around Comes Around, the largest lifestyle boutique at sea that celebrates vintage luxury, will be available 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.

Aligned with Holland America Line’s support for those who serve their country, R. Riveter, previously only available at sea through limited-time experiences, will showcase 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 product.

At Destination Shop in Shop passengers will discover a wide range of products from apparel and accessories to local culinary offerings, all inspired by the ships' itineraries.

And an augmented reality beauty experience will allow shoppers to virtually experiment with products across eye shadows, blushes, lipsticks and more aboard Rotterdam.

'Starboard Cruise Services’ dedicated and experienced team designed an unparalleled retail program that aligns perfectly with Holland America Line’s premium cruise experience and the expectations of our guests,' said Natalya Leahy, HAL group operations officer.

Starboard is an LVMH Moët Hennessy company.

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