Among these recently launched or refitted vessels is P&O Cruises’ Arvia, which has 900 sq m of open-plan and experiential retail space, a wellness specialist retail focus, a showcasing of the latest in technology at sea and a ‘design your own’ fine jewellery bar. 30 brands make their cruise debut on board the vessel, including Marc Jacobs and Floral Street.
Another vessel new to Harding+ is Norwegian Prima, which offers a promenade style and ‘borderless’ shopping experience, one of the largest tech shops at sea and a specialist Pandora jewellery lounge.
New for 2023
Norwegian Viva, Norwegian Spirit and Norwegian Gem will be incorporated into Norwegian Cruise Line’s partnership with Harding+ between July and November 2023.
Retail experiences, introduced on board Carnival Cruise Line’s Luminosa in November, will arrive on board Carnival’s Mardi Gras in January 2023.
Harding+ will be part of Ambassador Cruise Line’s Ambition launch in spring 2023, and Marella Cruises’ Marella Voyager in June 2023.
At least four additional ship partnerships for 2023 are yet to be announced.
As a result of the increased volume, Harding+ states it ‘will see a significant rise from now until the end of 2024 on the current level of 4.4m transactions per year handled on board.’
Retail trends
Original spaces, cruise retail firsts, new brands at sea and an increased focus on wellness and sustainability all feature heavily in the mix. Explained Harding+ CEO James Prescott, ‘As ships become more individual, more creative and more boundary pushing in their differentiating offer, so does the retail space we create and manage.
‘The power of data and intelligence we gather from more 20,000 guest insight surveys – and our quaternity approach that matches this insight with individual cruise and ship strategies, brand’s perspectives and our know-how – is what delivers both creative and bottom-line returns.’
He went on to highlight the ‘equally important’ role of shared values and ambitions, concluding, ‘The critical nature of brand and culture, and the role that this mentality at the heart of our business plays, is key to our growth strategy, to guest satisfaction and spend, and our track record of winning and keeping long term contracts.’
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