Starboard expands retail partnership with Princess Cruises

By Edited by Megan Smalley

Starboard will assume retail operations on eight additional Princess ships.

Starboard Group, a Miami-based company providing retail to vacation brands, has expanded its partnership with Princess Cruises, extending Starboard-managed retail experiences across half of Princess’ global fleet. The expanded agreement builds on the launch of Starboard’s curated retail experiences aboard Star Princess in the fall of 2025.

Starboard will provide retail experiences, including boutique resortwear, on half of Princess' global fleet.
Starboard Group
“Retail plays a meaningful role in how guests connect with our ships,” says Rodrigo Llaguno, chief operating officer of Princess Cruises. “Starboard has demonstrated a strong understanding of our brand and our guests, delivering thoughtfully curated experiences aboard Star Princess. Expanding this partnership across half our fleet reflects our shared commitment to innovation, consistency and creating moments that enhance every guest journey.”

Princess sails to 345 destinations worldwide, spanning Alaska, Asia, Australia, the Caribbean, the Mediterranean, Mexico and South America. Under the expanded agreement, Starboard will leverage its global brand relationships, merchandising expertise and operational scale to develop retail experiences that feel authentically connected to each itinerary and region.

“Princess Cruises and Starboard share a deep commitment to creating retail environments that elevate the entire guest experience, and we’re honored to extend our partnership across eight additional Princess ships,” says Lisa Bauer, president and CEO of Starboard. “This expansion reflects the trust we’ve built and the results we’ve delivered in just a few months since our collaboration began. The concepts we introduced onboard Star Princess — from luxury brand partnerships to destination-inspired assortments to immersive retail events — demonstrate how thoughtful curation can enhance each guest’s journey.”

Additional ships covered under the new agreement include Crown Princess, Diamond Princess, Discovery Princess, Enchanted Princess, Island Princess, Royal Princess, Ruby Princess and Sapphire Princess. Starboard says it plans to introduce experiences that emphasize personalization, first-at-sea and exclusive offerings, and interactive activations designed to feel seamlessly integrated with each ship’s identity and itinerary.