Starboard, a Miami-based company managing retail for vacation brands, has debuted an expansive collection of immersive retail experiences onboard Royal Caribbean’s Legend of the Seas, the third ship in the vacation brand’s Icon Class fleet. Developed exclusively by Starboard, the retail offering blends discovery, personalization, luxury and family-focused interactive experiences, introducing first-at-sea brand partnerships, boutique concepts and curated assortments.
Launching as Legend of the Seas begins her inaugural season in the Mediterranean as the first Icon Class ship to sail European itineraries, the onboard retail experience reflects Royal Caribbean’s spirit of bold innovation and Starboard’s focus on creating retail experiences with something for everyone, offering a range of styles, brands and price points that appeal to guests across generations.
“Retail is an integral part of the vacation experience that inspires discovery, creates lasting memories and reflects the unique spirit of each ship,” says Lisa Bauer, president and CEO of Starboard. “For Legend of the Seas, we’ve created an exceptional collection of first-at-sea brand debuts and immersive experiences that blend personalization, luxury, family connection and adventure. This launch represents another key milestone in our long-standing partnership with Royal Caribbean and underscores our shared commitment to delivering one-of-a-kind guest experiences.”
Some first-at-sea brand introductions include:
- Lagos: An assortment of this brand's accessible modern jewelry collections will be available in the ship's open-air Central Park neighborhood
- Maison Francis Kurkdijan: A personalized boutique experience with the brand's signature fragrances
- Drunk Elephant: The skincare brand is available at sea for the first time
- Kenny Flowers: Offering elevated resortwear essentials for family dressing and modern vacations
- Goshwara: The New York-based fine jewelry house known for innovative design and bold colors makes its debut at sea
- JW PEI: Guests can shop a collection of handbags from this Los Angeles fashion label
- Clarins Lip Bar: The French prestige beauty house Clarins is offering its beauty experiences at sea
Starbarod is also building on its commitment to blend retail with unforgettable experiences through several new interactive concepts. Treasure Chest is a new toy store format for Royal Caribbean that invites young travelers into a playful environment featuring popular brands such as Jellycat, Funko, Squishmallows and NeeDoh. The new shop’s “fur-ever friends” adoption experience invites kids to adopt their favorite plushy pet, with every purchase benefiting World Wildlife Fund.
Guests seeking personalized keepsakes can visit 6th & Main, which is a hands-on experiential boutique concept new to Royal Caribbean. Adults and kids of all ages can customize apparel, accessories and gifts through embroidery, patches and other creative embellishments in the shop. Engraving services are also available for items ranging from fragrance bottles to journals.
Etched & Aged also debuts as another section on the ship that allows guests to commemorate their vacation through on-site engraving of small leather goods and drinkware. Additionally, Legend of the Seas will feature Sol & Sea, a sensory-driven boutique curated for the ship’s inaugural Mediterranean itineraries. The concept brings together apparel, accessories, scents, home decor and personalization in an immersive environment inspired by coastal destinations and effortless vacation style.
“Legend of the Seas provided an extraordinary opportunity to reimagine onboard retail for families who want it all,” says Claudia King-McWilliams, vice president and general manager of Royal Caribbean at Starboard. “We designed every space intentionally to encourage exploration and engagement, whether guests are discovering a first-at-sea luxury brand, creating a personalized keepsake or shopping together as a family. The result is a retail experience that feels as unique and memorable as the ship itself.”
Legend of the Seas is sailing the Mediterranean from Barcelona to Rome this summer before repositioning to Fort Lauderdale, Florida, in November to sail the Caribbean.
