Carnival and Starboard enhance retail experiences

Carnival Celebration will feature first-at-sea brand launches and themed merchandise
Carnival and Starboard enhance retail experiences

Carnival Cruise Line

Carnival Cruise Line is celebrating its 50th anniversary with exclusive merchandise

By Amber Hickman |

Carnival Cruise Line has expanded its partnership with cruise retailer Starboard Cruise Services to bring first-at-sea brand launches and new experimental retail concepts to its recently christened ship Carnival Celebration.

Carnival and Starboard have integrated retail with entertainment experiences onboard Celebration and have also designed custom-made products unique to the cruise line, its guest demographic and destinations.

“We’ve developed, designed and curated engaging retail offerings, including many first-at-sea launches as well as sustainable brands and products that exemplify inclusivity for Carnival Celebration,” said Lisa Bauer, president and CEO at Starboard. “Bringing Carnival’s brand to life, Starboard delivers an exciting assortment of Carnival-branded merchandise with a really fun in-store experience – a perfect tribute to our 30-year partnership."

In celebration of Carnival’s 50th anniversary, the ship will offer branded merchandise including reimagined versions of Carnival’s bestselling items over the years.

“Carnival’s birthday was the perfect occasion to level up our retail offerings and refresh what our guests have come to expect from our ships,” said Jeremy Schiller, vice president of retail operations at Carnival. “Our long-term partnership with Starboard continues to deliver groundbreaking retail concepts.”

Guests will be able to take part in interactive games via a digital floor in The Carnival Store. Some of the available options include floor hockey and a virtual version of the ship’s BOLT rollercoaster.

Carnival Celebration also features the first dedicated Luxury Vintage Boutique at sea, which offers fashion items from brands such as Louis Vuitton, Chanel, Gucci and others. It will also be the first ship to sell watches from the Gorilla and Cuervo & Cobrinos brands.

In keeping with Carnival’s sustainability goals, plastic bags have been eliminated from the ship and guests are encouraged to purchase Carnival-branded reusable shopping bags instead.

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