Celebrity Cruises’ new ship offers an extensive retail experience (Image: Starboard Cruise Services)
Retail company Starboard Cruise Services has launched a new shopping experience onboard Celebrity Cruises’ Celebrity Edge, which was named by godmother and Nobel laureate Malala Yousafzai on 4 December in Port Everglades in Florida, US.
Celebrity Edge features brands available for the first time at sea and custom-made products, while luxury brands Bulgari and Tiffany have standalone boutiques. There is also a dedicated Cartier Espace.
The ship also features brands that address female empowerment, such as Kallati Jewelry, Melissa Odabash, Rae Feather, John Hardy and Veuve Clicquot and the Malala Fund Collection that supports Malala Yousafzai’s global campaign for girls’ education. Guests can also shop from sustainable brands, including 4Ocean and S’well which reduce plastic waste, and John Hardy, a fine jewellery brand that replants bamboo in Bali.
Celebrity Edge’s custom brands include: the Edge Steel Collection, a limited-edition fashion jewellery collection made from the first cut of steel used in building the ship; the Kallati Edge Captain’s jewellery collection inspired by the ship’s architecture; the Malala Fund Collection, a selection of best-selling books and keepsakes inspired by Yousafzai; and the Celebrity Edge Branded Collection offering exclusive apparel, home and collectables designed to celebrate the ship.
Starboard has also customised a selection of retail experiences including The Art/Jewellery Walk with Kallati Edge Captain’s Collection that offers passengers a guided tour of the ship and the design elements that inspired the collection. Guests can also choose the At Women with Edge experience to hear the stories of the influential women behind the ship’s brands. Meanwhile, the Atelier Cologne Consultations offers personal consultations with fragrance experts and a personalised scent gift.
“Being able to design every aspect of this ground-breaking ship has been transformative for the Celebrity brand,” said Lisa Lutoff-Perlo, president and CEO of Celebrity Cruises. “And having the opportunity to custom-design the innovative Edge retail programme with Starboard undoubtedly contributes to our guests’ ultimate cruise experience.”
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