Starboard Expands TUI Cruises Partnership with Retail Launch on Mein Schiff Relax
Starboard Cruise Services, the world’s leading retail curator at sea, has announced the expansion of its partnership with TUI Cruises by introducing a curated retail experience aboard the Mein Schiff Relax. This marks Starboard’s second collaboration with the German cruise line, following their initial venture with Mein Schiff 7. citeturn0search0
Lisa Bauer, President and CEO of Starboard, expressed pride in strengthening the relationship with TUI Cruises, stating that the rapid expansion underscores the trust TUI places in Starboard’s ability to deliver premium assortments and unforgettable retail experiences tailored to German travelers. citeturn0search0
Curated Retail Offerings for German Guests
The retail space aboard Mein Schiff Relax spans 3,970 square feet and features a diverse range of products, including beauty items, fine jewelry, watches, fashion, and more from renowned global and German brands. A highlight is the Mediterranean destination shop, offering curated assortments that celebrate the ship’s various routes. Guests also have the opportunity to book private shopping appointments onboard. citeturn0search0
The retail offerings include women’s fashion and accessories from brands such as Karl Lagerfeld, Armani Exchange, Polo Ralph Lauren, and Calvin Klein. Jewelry selections from Danish brand Pandora feature signature charm bracelets and pendants. The shops also showcase men’s and women’s watches from BERING, Bulova, Citizen, and Hugo Boss, as well as smart sunglasses from the Ray-Ban® Meta AI collection. Beauty products include selections from Rituals Cosmetics, Sol de Janeiro, Shiseido, and L’Occitane, along with fragrances from Bulgari, Chanel, Dior, and Tom Ford. citeturn0search0
Additionally, Starboard has introduced men’s fashion from Fynch-Hatton, known for its timeless casual classics and commitment to quality and sustainability, and handbags and accessories from Gianni Chiarini, the Italian luxury brand renowned for its superior craftsmanship. citeturn0search0
Commitment to Sustainability
Building on TUI’s commitment to sustainability and the environmental values of German consumers, Starboard is enhancing its sustainable retail initiatives on Mein Schiff Relax by offering an expanded assortment of environmentally friendly brands and products. These include lab-created diamonds from Engrace Diamonds and vintage luxury accessories and handbags from What Goes Around Comes Around. citeturn0search0
About TUI Cruises
TUI Cruises GmbH is one of the leading cruise companies in the German-speaking countries. The joint venture between TUI AG and Royal Caribbean Cruises Ltd employs around 750 staff in Hamburg and Berlin. The Mein Schiff fleet offers modern holiday cruises in the premium segment, with a bed capacity of 18,800. TUI Cruises operates one of the most modern, environmentally, and climate-friendly fleets worldwide, with two further new builds planned by 2026 as part of a sustainable growth strategy. citeturn0search0
About Starboard
Since 1958, Starboard has been the world’s leading vacation retailer at sea, curating vibrant experiences for guests, cruise line partners, brand collaborators, and employees. Starboard’s transformative retail elevates the experience on more than 90 ships across 14 world-class cruise line partners, including TUI Cruises. The company is consistently recognized for quality and innovation by the travel industry, championing numerous awards such as Global Cruise Retailer of the Year. Starboard’s sister company, Onboard Media, creates multimedia products for top companies in the travel and hospitality industry, driving brand awareness to generate sales and grow revenue. Both businesses are headquartered in Miami, with additional Starboard offices in Hong Kong, Shanghai, and Genoa, Italy. citeturn0search0
