Holland America Uses Starboard For New Fleet-Wide Retail Offerings

The retail partnership launched with Koningsdam Shipping on October 10 and continues with the new Rotterdam, currently on its inaugural cruise, and will roll out to the rest of the fleet in the weeks and months to come.

“We are delighted to begin this journey with such a distinguished cruise partner,” said Lisa Bauer, President and CEO of Starboard. “Our shared passion for bringing customers to new places through important moments is the foundation of our exciting collaboration. Customers will experience the best selection of iconic brands, first-at-sea concepts and bespoke retail experiences that will deliver on Holland America Line’s promise to experience new cultures and transform perspectives through the art of trip.

Premieres at sea

Among the new brands and products launched in Rotterdam for the first time at sea is Bjørg, a jewelry brand known for the use of raw and precious stones in combination with worked metallic textures. Accutron watches are the world’s first electronic watches to operate with a tuning fork.

And Town Branch, a limited-edition, single-barrel American single malt with notes of honey, sweet malt and caramel, will be available exclusively aboard Rotterdam. Each bottle label will be “hand selected by Rotterdam”, making it a collector’s souvenir.

Shops and experiences

What Goes Around Comes Around, the largest seaside lifestyle boutique that celebrates vintage luxury, will be available in Koningsdam and Rotterdam. The concept of socially responsible resale features 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 as part of limited-time experiences, will showcase the bags and accessories from this US-based brand focused on the mission in a dedicated shop. Wives of military personnel from across the country participate in sewing panels and contribute to the final product.

At the Destination Shop in Shop, passengers will discover a wide range of products ranging from clothing and accessories to local culinary offerings, all inspired by ship routes.

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

The dedicated and experienced team of “Starboard Cruise Services” has designed an unprecedented retail program that aligns perfectly with Holland America Line’s premium cruising experience and the expectations of our customers, ”said Natalya Leahy , Head of HAL Group Operations.

Tribord is an LVMH Moët Hennessy company.