Starboard Debuts Iconic Retail Experiences Onboard Royal Caribbean’s Legend of the Seas

Starboard, the company reimagining retail for the world’s leading vacation brands, today announced the debut of 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, innovative boutique concepts and curated assortments designed to elevate every guest’s journey.

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,” said 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 longstanding partnership with Royal Caribbean and underscores our shared commitment to delivering one-of-a-kind guest experiences.”

First-at-Sea Brand Debuts and Exclusive Offerings

Starboard is introducing several first-at-sea and new-to-Royal Caribbean brand experiences onboard, creating a distinctive retail environment that spans categories. Among the highlights is a curated lululemon collection available aboard Legend of the Seas, bringing the brand’s signature apparel and accessories to guests at sea through a thoughtfully selected assortment inspired by the bold new colors of Royal Caribbean. The collection reflects growing guest demand for elevated lifestyle products and marks a new chapter in experiential onboard retail.

Additional first-at-sea brand introductions include:

Lagos: Guests will find a special assortment of the brand’s accessible modern jewelry collections for women and men in the ship’s open-air Central Park neighborhood, lined with more than 30,500 real plants and offering restaurants, live music and more.
Maison Francis Kurkdjian: A personalized boutique experience features the brand’s signature fragrances, such as Baccarat Rouge 540, Kurky, Oud and APOM.
Drunk Elephant: The cult-favorite skincare brand is available at sea for the first time, giving younger guests access to a simple, effective assortment free of six categories of ingredients that can be at the root of common skin issues.
Kenny Flowers: Offering elevated resortwear and essentials for family dressing, this lifestyle brand embodies the modern vacation.
Goshwara: The New York–based fine jewelry house known for its innovative design, bold colors and craftsmanship makes its at-sea debut with a special assortment including earrings, bracelets, rings and pendants.
JW PEI: Guests can shop a collection of handbags from this Los Angeles fashion label that is bringing a refined, modern sensibility to contemporary style. Each JW PEI piece is made from carefully selected vegan materials, reflecting the brand’s strong commitment to sustainability.
Clarins Lip Bar: The French prestige beauty house Clarins is offering its highly interactive beauty experience at sea for the first time. Legend of the Seas guests will be able to test, shade-match and shop Clarins’ iconic Lip Oil line and other items with the help of the brand’s expert consultants.

Starboard is also bringing new luxury experiences to Royal Caribbean guests for the first time onboard Legend of the Seas. These include a dedicated Fashionphile boutique offering authenticated vintage and preowned luxury handbags and accessories and the debut of Aurélie Bidermann fine jewelry, with exclusive offerings blending Parisian bohemian chic, sea-inspired designs and organic textures.

Elevated Fine Jewelry Offerings and Custom Design

Starboard has curated an extensive fine jewelry experience onboard Legend of the Seas, including assortments from renowned brands such as Roberto Coin, Goshwara and Le Vian, with the latter’s assortment featuring Desert Diamonds from De Beers. Men can shop customizable offerings from Lashbrook and all guests can visit the onboard Style Bar to digitally design a custom piece and have it shipped home. The ship will also feature a curated assortment of vintage jewelry from legendary jewelry houses including David Webb, David Yurman and Tiffany & Co.

Immersive Experiences Designed for Every Generation

Building on its strong commitment to blending retail with unforgettable experiences, Starboard has developed a series of interactive concepts that transform onboard shopping. Treasure Chest is a new toy store format for Royal Caribbean that invites young travelers into a playful environment featuring today’s most popular brands, including Jellycat, Funko, Squishmallows and NeeDoh. The shop will also introduce an interactive “fur-ever friends” adoption experience that allows kids to adopt their favorite plushy pet, with every purchase benefiting World Wildlife Fund.

Guests seeking personalized keepsakes can visit 6th & Main, 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 to merchandise celebrating Legend of the Seas’ inaugural season.

Another signature Starboard innovation, Etched & Aged, merges experience with indulgence, allowing guests to commemorate their vacation through on-site engraving of small leather goods, drinkware and, on Caribbean itineraries later this year, spirits bottles purchased onboard.

Curated Discovery Through Destination-Inspired Retail

Legend of the Seas will also feature Sol & Sea, a sensory-driven boutique curated specifically for the ship’s inaugural Mediterranean itineraries. The concept brings together apparel, accessories, scents, home décor and personalization in an immersive environment inspired by coastal destinations and effortless vacation style.

Across the ship, guests will discover thoughtful assortments spanning luxury beauty, fragrance and skincare, fashion and accessories, family and lifestyle, and jewelry from leading brands such as Chanel, Chopard, Dior, Juliette Has A Gun, Sol de Janeiro, Agua Bendita, FARM Rio, Sun of a Beach and Sydney Evan. In addition, Legend of the Seas will offer an elevated Royal Caribbean logo assortment and a special inaugural Mediterranean collection.

“Legend of the Seas provided an extraordinary opportunity to reimagine onboard retail for families who want it all,” said Claudia King-McWilliams, Vice President and General Manager, 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 in the Mediterranean from Barcelona and Rome this summer before repositioning to Fort Lauderdale in November to sail the Caribbean.

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About Starboard

Starboard is reimagining retail for the world’s leading vacation brands. Charting a new course in the duty-free industry since 1958, Starboard elevates the vacation experience on more than 87 ships across 14 world-class cruise line partners, including Blue Dream, Carnival Cruise Line, Celebrity Cruises, Princess Cruises, Resorts World Cruises, Royal Caribbean, Star Cruises, TUI Cruises and Virgin Voyages. Starboard’s dedicated Luxury Division partners with Azamara, Crystal, Scenic Luxury Cruises & Tours, Silversea and The Ritz-Carlton Yacht Collection.

Starboard is consistently recognized for quality and innovation by the travel industry, and the company has earned numerous awards, including DFNI-Frontier Americas Travel Retailer of the Year, Asia/Pacific Cruise Retailer of the Year, Global Cruise Retailer of the Year and Exceptional Achievement by a Cruise Retailer.

Onboard Media, Starboard’s sister company, 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 and Starboard has additional offices in Hong Kong, Shanghai and Genoa. Starboard and Onboard Media are proud to be a part of Global Travel Retail Holdings, LLC, an industry-leading travel and technology-centric joint venture in partnership with Gissy Investments and LVMH.