CURATING A
VIBRANT WORLD
Through Reimagined Vacation Retail
Bringing Wanderlust to Life with Unforgettable Shopping Experiences
The World’s Leading Vacation Retail Curator
We curate a vibrant world by transforming goods and experiences into unforgettable moments that matter and memories you can touch at sea and now on land at premier vacation resorts.
Fragrance, Skincare, Make-Up
Just like your favorite skin care product, we have our secret formula for driving guest experience as well as meaningful revenue from the Beauty Shop.
BEAUTY FOR EVERY TRAVELER
ACCESSIBLE
SAVVY
INVESTMENT
SHOP IN SHOP EXPERIENCES
The globally recognized brands guests desire, anchored by experiential beauty.
Turning low productive spaces into Every corner of the Beauty space invites guests to explore and express themselves through a sensory journey.
Driving a $0.32 PPD onboard Xcel
NEW HOME CATEGORY
Guests can now take a piece of their vacation home with them through our thoughtfully curated home offerings. Whether it’s indulging in their favorite beauty and home fragrance items or discovering lifestyle gifts like branded mugs and keepsakes. By blurring category lines, we’re helping guests bring the comfort, scent, and memories of their cruise into their everyday lives.
CRAFTING THE PERFECT SCENT
Take The Scent Of Celebrity Home
Introducing the Celebrity Cruises Signature Scent Collection:
Exclusively created for Celebrity XCel, this bespoke fragrance captures the elegance of cruising on Celebrity.
What’s Next?
Launching an exclusive scent for the rest of the fleet to give guests the opportunity to take the scent of cruising home
THE FUTURE OF
LIQUOR
Digital Innovation
This digital experience on XCEL has been a great engaging tool for guests to browse through the wide range of products we offer and learn about other spirits. Starboard had the foresight to maximize the liquor space into a productive revenue generating shop.
STARBOARD EXCLUSIVE
Digital Innovation Exclusive to Starboard
ANGEL'S ENVY SINGLE BARREL
This barrel was personally crafted by Lisa Bauer and Keith Lane for Celebrity Xcel, resulting in a truly distinctive offering.
Inventory was nearly depleted within 60 days.
What’s Next?
Single barrels are in production for each Edge class ship creating a collector’s item.
BRANDED LIQUOR COLLABORATION
Invicta Branded Collaboration
An evolution into brand building and experiential design at sea. Invicta’s tequila is a single-minded celebration of craftsmanship, reflecting the same obsessive attention to detail that goes into the brand’s watches.
APPAREL MERCHANDISE
STRATEGY
Redefining Style
We consistently identify emerging apparel brands that become on-board best sellers, such as 7 Diamonds and Spartina, now a top performer on Xcel. Balancing discovery with accessibility, our portfolio of 50+ brands delivers elevated style for every guest.
LUXURY HANDBAGS
New Investment Pieces For The Guests
Curated selection of new handbags and accessories from iconic brands. Launched onboard Edge & Ascent in July 2025 and driving $0.10 PPD. Beyond has reached a $0.34 PPD in Jan 2026.
Available fleetwide by the end of Q1.
FASHION JEWELRY
MERCHANDISE STRATEGY
Redefining Style
Our fashion jewelry assortment features some of the most recognizable brands onboard, with a continued focus on differentiation through immersive retailtainment. With Pandora, we’re elevating the guest experience through interactive activations, gifting moments, and upcoming engraving for added personalization and emotional connection. In parallel, we’re modernizing onboard brand environments, including refreshed spaces for Majorica and Uno de 50.
PANDORA x STARBOARD
Charms Inspired by Each Itinerary
![2025_FJ_DIAMOND_PWP_SET_0034---3[6].jpg](https://static.wixstatic.com/media/286bd8_f11989ac350b46b488153e95d54a715d~mv2.jpg/v1/fill/w_392,h_588,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/286bd8_f11989ac350b46b488153e95d54a715d~mv2.jpg)
CELEBRITY EXCLUSIVE BRANDED COLLECTIONS
Limited to Celebrity
Our co-branding pair trusted lifestyle brands with category leaders to create exclusive, guest-first onboard experiences. From Vineyard Vines’ multigenerational appeal, to exclusive jewelry collaborations with Inverness and Pandora ship-specific and Destination charms, each partnership delivers credibility, personalization, and meaningful moments that elevate the guest journey.
VINEYARD VINES x STARBOARD
PANDORA x STARBOARD
MARY FRANCES x STARBOARD
INVERNESS x STARBOARD
KIDS & TEENS
A trend-led kids and teens assortment onboard, elevated for summer and holiday peaks with meaningful gifting, destination inspired educational pieces, and playful personalization moments.
DAILY FINDS: POP UP
Elevated Approach To Our Pop Up Merchandise
DESTINATION
MERCHANDISE STRATEGY
Close To 50% Of The Destination Merchandise Is
Exclusive To Starboard
We’ve built a strong destination business through curated assortments that reflect the ports and cultures our ships visit worldwide. The success of Destination Bazaar on Celebrity Xcel proved that guests respond most to fashion that evokes place, paired with engaging food and beverage moments. Building on this, we see a clear opportunity to scale Limited Time Experiences by bringing artists and creators onboard to deliver authentic, immersive destination retail.
WHERE THE DESTINATION FINDS YOU
A space where destinations come alive onboard through a compelling mix of locally sourced and destination-inspired products. Guests will discover unique fashion jewelry styles rotating into the assortment depending on the ship’s itineraries, elevated by immersive visual merchandising and storytelling. Limited-time artisan showcases, and a stunning virtual reality experience make this shop a must-visit.
CARIBBEAN ITINERARY
MEDITERRANEAN ITINERARY
ALASKA ITINERARY
BALTIC
ASIA
LIMITED TIME EXPERIENCES
2026 Destination Experiences Onboard
OUR LOGO STORY
CONTINUES
Celebrity Branded Merchandise
With over 25 years of experience in creating custom branded merchandise, our team brings unmatched expertise, creativity, and industry insight to every project. We specialize in making your brand stand out through thoughtfully designed and strategically crafted merchandise that resonates, surprises and delights your guest. What truly sets us apart?
Logo — not just a name, but one of our most powerful competitive
advantages. From concept to creation, our deep understanding of how branding works ensures that your logo isn’t just seen — it’s remembered.
CELEBRITY BRANDED HERITAGE CAPSULES
A Tribute To Celebrity’s Origins And Iconic Past
Part history, part retail therapy Celebrity Heritage is the seventh new space onboard Celebrity Xcel, off a corridor on Deck 5. The museum is open 24 hours and is a wonderful throwback to the earliest days of the brand, with much of the memorabilia donated by past passengers (worth noting: the line is looking for more memorabilia for the museum on its next ship, Celebrity Xcite.) The space is a real homage to how the Celebrity brand evolved from humble beginnings in Greece as part of the Chandris Group, before becoming Celebrity in 1988 (did you know the “X” in Celebrity’s logo comes from the Greek letter Chi (X), a nod to the Chandris name?).
CELEBRITY HERITAGE ALASKA CAPSULE
An Exclusive Custom Collection Inspired by Celebrity Cruises' Heritage
CELEBRITY HERITAGE CARIBBEAN CAPSULE
An Exclusive Custom Collection Inspired by Celebrity Cruises' Heritage
CELEBRITY HERITAGE
MEDITERRANEAN CAPSULE
An Exclusive Custom Collection Inspired by Celebrity Cruises' Heritage
CELEBRITY BRANDED MODERN CAPSULES
Inspired by “Nothing Comes Close”. Modern, Energetic and Fabulous
CELEBRITY MODERN ALASKA CAPSULE
Bold by Design, Made To Be Seen
CELEBRITY MODERN CARIBBEAN CAPSULE
Bold by Design, Made To Be Seen
POOLEST DAY
New Product Development, Exclusive To Celebrity
SHINE THE NIGHT
New Product Development, Exclusive To Celebrity
NEW CELEBRITY WEDDINGS CAPSULE
New Product Development
