ICONIC RETAIL
ON ICON OF THE SEAS II & III
WHY STARBOARD?
Like you, we’re the leaders in our industry.
No other cruise retailer consistently delivers the best brands, custom & exclusive product, top sales staff, innovative shopping experiences, and global know-how – all with a dedicated account team 100% focused on Royal.
Read on to get the details on our vision for these game-changing ships.
ICON II & III REINVENTION UNVEILED
Discover our responses to your RFP questions by navigating through the buttons below
LEADING WITH LUXURY
LUXE & SWISS
- REVOLUTION
FIRST AT SEA: CHANEL
An iconic brand with a long history of impeccable quality, timeless elegance, and classic style. A First at Sea, we’re thrilled to introduce Chanel watches and fine jewelry to Royal Caribbean Icon II & III.
Chanel enjoys significant popularity with their brand loyalists and new customers alike. Both will step into our world of Chanel and be smitten with our newest wanderlust in Central Park.
- EVOLUTION
OUR VISION OF DECK 8 ON ICON II & III
- TRIED & TRUE
A TIMELESS LINEUP, A TEAM WORTHY OF THE MISSION
Starboard remains dedicated to an exquisite collection of timeless, trusted brands that have graced our luxury lineup for years.
Each brand has an aura of prestige and distinct hallmarks of heritage, craftsmanship, precision, and exceptional quality.
Starboard’s Swiss and Luxe Ambassadors take pride in their expert ability to showcase each brand, pass on their knowledge and establish a personal connection to guide guests in their selection of a piece that will become a cherished part of their journey through time.
Starboard remains dedicated to an exquisite collection of timeless, trusted brands that have graced our luxury lineup for years.
Each brand has an aura of prestige and distinct hallmarks of heritage, craftsmanship, precision, and exceptional quality.
Starboard’s Swiss and Luxe Ambassadors take pride in their expert ability to showcase each brand, pass on their knowledge and establish a personal connection to guide guests in their selection of a piece that will become a cherished part of their journey through time.
BLING IT ON
FINE JEWELRY
- REVOLUTION
ROYAL BLING
Everyone deserves to sparkle, even in the most over the top way. Indulge in the joy of Royal Bling, where the essence of fun, happiness, nostalgia, and self-expression radiate. Our object of inspiration is the Crown & Anchor in all forms. Royal Bling is a sparkling celebration of connections, and we know the love of standing out in a crowd knows no bounds.
Want a diamond encrusted statement piece worthy of a Mic Drop? Done! Matching gemstones for your Crew? Got it! Colorful freestyle mini-bling for your B-Boy or B-Girl? We specialize in E is for Everyone, that includes kids and furry friends! If nostalgia is your thing, we’ve got a line of Remix Bling that will add a touch of swagger to the proud history of the Crown & Anchor!
You gotta fight
For your right
To party!
- EVOLUTION
A BREATHTAKING DIAMOND EXPERIENCE
We will exceed all guest and partnership expectations with an essentially fabulous fine jewelry collection. A shop that over delivers in guest satisfaction and performance, both in selection and in presentation.
The foundation of our stunning and cutting-edge assortment is Diamonds International. Our Partners at DI are the only Tax and Duty-free DeBeers site holder, guaranteeing our diamonds are ethically sourced, sanction free, and independently certified.
Every design, whether natural or lab grown sparkles with appeal. Guests can choose from classic, modern, unique or one-of-a-kind pieces that will evoke vacation memories. A purchase that signifies where they have been and where they are going.
Through strong traffic driving activations, complemented by global brands Gucci, Steven Lagos (first at sea), and Monica Rich Kosan, the Regalia FJ shop will offer a strong Diamond retailer AND recognizable Global Brands inclusive for all.
- TRIED & TRUE
WHEN IN ROME… VALUE, VALUE, VALUE
Let's face it. Good things come in small packages.
In fine jewelry, we’ve built our reputation by offering a wide range of options that cater to every budget and taste. Sparkling cases of beautiful gemstones coupled with activations and everyone’s favorite pastime, raffles, has translated into a lively hub of excitement. Who needs a lottery ticket when you could be the winner of a pair of diamond stud earrings?
With our good, better, best pricing strategy, we’ve made certain there is something for everyone, without compromising on quality or style.
Whether guests are looking for a stunning statement piece, a best buy diamond classic, or holding onto their lucky number hoping for a win, our carefully curated collections deliver solid results.
HANDBAG HAVEN
LEATHER
- REVOLUTION
THE VAULT
On Icon II & III we will unveil The Vault, a virtual shopping experience that unlocks access to an extended range of handbags and accessories that are onboard yet not on display in The Collection. Momentous change is coming.
Browse our stunning assortment of pristine, pre-loved styles from Chanel, Christian Dior, Fendi, Gucci, Louis Vuitton, and Hermes. View new collections from Marc Jacobs, Kurt Geiger and more. See detailed handbag descriptions and request a personal shopping appointment – we'll have your favorite pieces ready with a complimentary glass of bubbles. Convenience and personalized service means our guests will always find their dream handbag.
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THE COLLECTION WELCOMES LITTLE TREASURES
Find the perfect balance of style and affordability with Little Treasures, our carefully curated bridge jewelry collection.
Guests can express their personal style through fashionable pieces that range from classic to trending to statement designs. Stunning baubles, priced within reach. A perfect Little Treasure to remember your cruise vacation and compliment your handbag find.
- TRIED & TRUE
THE COLLECTION
This highly successful strategy, seamlessly incorporates our proven 'good, better, best' merchandising approach. The Collection is a stylish and expansive boutique offering styles and brands that deliver a wide range of price points. Guests will find fashion jewelry, trending sunglasses, accessories, and handbags from trendy to artisanal, and contemporary to pre-loved vintage. This winning shopping experience is a Royal Caribbean 'fashion fan favorite'.
BEACH TO BAR
FASHION APPAREL
- REVOLUTION
INTRODUCING THE NEXT LEVEL OF ONBOARD STYLE
Athleisure, the perfect blend of comfort, gym and everything in between. We understand the importance of offering brands that are accessible to all, which is why we’re pursuing brands like Fabletics, Athleta, Adidas, Vuori and Lululemon. These fashion-forward brands not only embody the latest trends in athleisure, but they also offer a range of price points to suit every guest's budget.
We're eager to partner with multiple brands to test small, best-selling capsules or explore collaboration opportunities to create an exclusive Royal Caribbean branded collection.
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POOL OR BEACH TO BAR
Every itinerary is unique and we're curating assortments with looks that are perfect for strolling on the beach, relaxing by the pool or exploring local markets in your favorite ports of call. Our versatile collection seamlessly transitions from day to night, ensuring guests feel stylish throughout their entire dream vacation.
Inspired by a love of travel and insight into global fashion trends, we're committed to testing and learning with brands and looks that resonate with your guests that ensure they are effortlessly chic and comfortable.
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RESORT REVERIE
Sparked by the grand opening of Prince + Greene on Allure of the Seas we will continue to refine our assortment to be more modern and appealing to Royal Caribbean guests.
In 2023 we tested a broad range of price points and brands. We’ve hit our stride with Prince + Greene and will evolve our fashion apparel based on how your guests vote.
POPPING UP DIFFERENTLY
ICON MARKETPLACE & PAVILIONS
- REVOLUTION
ICON MARKETPLACE
Introducing Icon Marketplace, inspired by modern pop-ups found in our travels domestically and abroad. We've taken a chance on a new open concept shopping destination that will provide an elevated visual environment that draws its design from the architecture surrounding it.
- Icon Marketplace, Icon II & III
Introducing Icon Marketplace, inspired by modern pop-ups found in our travels domestically and abroad. We've taken a chance on a new open concept shopping destination that will provide an elevated visual environment that draws its design from the architecture surrounding it.
- Icon Marketplace, Icon II & III
- REVOLUTION
PAVILIONS ON 5
The Pavilions are more than a shopping area, it's a visual display that will invoke a sense of surprise and delight. Nestled within Deck 5 is this curated destination, home to two of the industry's most recognizable fashion jewelry brands, Swarovski and Pandora.
Pavilions on 5 ensures that guests will not miss a chance to treat themselves or a loved one to a fabulous piece of fashion jewelry.
- Pavilions on 5, Icon II & III
The Pavilions are more than a shopping area, it's a visual display that will invoke a sense of surprise and delight. Nestled within Deck 5 is this curated destination, home to two of the industry's most recognizable fashion jewelry brands, Swarovski and Pandora.
Pavilions on 5 ensures that guests will not miss a chance to treat themselves or a loved one to a fabulous piece of fashion jewelry.
- Pavilions on 5, Icon II & III
- REVOLUTION
PAVILIONS ON 6
Pavilions on 6 will revolutionize the way our guests shop. We’re re-imagining the functionality of the starboard wall bays to transform during opening hours to feature our guest’s beloved pop-up experiences. A rotational space for fashion handbags and jewelry, sunglasses and giftables. When closed, digital glass fronts feature artwork.
Pavilions on 6 will create an inviting atmosphere for guests to enjoy both day and night.
- Starboard Side, Pavilions on 6, when open
Pavilions on 6 will revolutionize the way our guests shop. We’re re-imagining the functionality of the starboard wall bays to transform during opening hours to feature our guest’s beloved pop-up experiences. A rotational space for fashion handbags and jewelry, sunglasses and giftables. When closed, digital glass fronts feature artwork.
Pavilions on 6 will create an inviting atmosphere for guests to enjoy both day and night.
- Starboard Side, Pavilions on 6, when open
- REVOLUTION
PAVILIONS ON 6: CITIZEN AND BULOVA
The Port side of Pavilions on 6 will feature the latest styles from perennial guest favorite, Citizen and their line of watches from Bulova.
Fun Fact: Like Royal Caribbean, Citizen brands are committed to sustainability with a specific focus on keeping waste out of landfills. Citizen pioneered the world’s first light-powered watch. Eco-Drive watches are powered by any light source, eliminating the need to replace batteries and preventing millions of watch batteries from entering landfills.
Innovative and sustainable, a winning combination.
The Port side of Pavilions on 6 will feature the latest styles from perennial guest favorite, Citizen and their line of watches from Bulova.
Fun Fact: Like Royal Caribbean, Citizen brands are committed to sustainability with a specific focus on keeping waste out of landfills. Citizen pioneered the world’s first light-powered watch. Eco-Drive watches are powered by any light source, eliminating the need to replace batteries and preventing millions of watch batteries from entering landfills.
Innovative and sustainable, a winning combination.
MIRROR, MIRROR ON THE WALL
BEAUTY
- EVOLUTION
TRENDSETTING BREAUTY BRANDS
We pride ourselves on being at the forefront of the fashion and beauty industry. With recent additions like Kylie Cosmetics, Olaplex, Supergoop and Iconic London we have solidified our position as a trendsetter. We are dedicated to staying ahead of the curve by continuously introducing new and exciting brands, like Drunk Elephant, making our beauty shop a destination for both mom and daughter alike.
- TRIED & TRUE
TIMELESS BEAUTY AND FRAGRANCE BRANDS
Guests will indulge their senses with our collection of best-in-class fragrance and beauty brands, including all time favorites Chanel, Dior, YSL, Lancôme and Clinique.
Not only are we committed to offering these coveted beauty brands, but we're also dedicated to ensuring that they are always in stock. Whether it’s Chanel No.5 or Dior show mascara, guests will never have to wait until they get home to stock up on their favorites.
CHEERS TO AN ICON
LIQUOR
- REVOLUTION
PERSONALIZING RETAIL
Guests can stand out from the crowd and take their cruise experience to the next level at Starboard’s personalization station located within Port Merchants.
From celebration of special occasions, creating a family cruise memento, commemorating a significant milestone, conveying a heartfelt message, or customizing a special gift, Starboard can deliver!
Creativity is encouraged and we take stewardship of the Royal Caribbean brand seriously! Smart software will ensure compliance with placement, size, and use of pre-approved brand logos to amplify your brand. A library of celebratory artwork, fonts, and text guidelines will ensure every item is both beautiful and treasured.
Cheers to unforgettable memories and personalized keepsakes!
- EVOLUTION
RAISE YOUR GLASS TO SPIRIT EXPERTS AND MAXIMUM CONVENIENCE
We take pride in our ability to deliver exceptional service tailored to each guest’s individual interests and preferences. Port Merchants is no exception. Whether you’re looking for high-end spirits or ready to take advantage of travel retail exclusives and value, we’re poised to serve.
Our spirit experts will earn Certified Professional credentials in Scotch, Bourbon, and Whiskey by the Council of Whiskey Masters. Guests will find a kindred spirit engaging in lively discussions about the history, heritage, and flavor profiles of our selection of premium brands. Private and group tastings will be hosted throughout each cruise, and assistance with recommendations will be our pleasure.
Guests wanting the speed and convenience of on-demand shopping won’t be disappointed. Simple, intuitive, fast – the core principles behind the design of our self-service kiosk and app. Browse, select, and automatically receive our best pricing with all purchases delivered on the final night of the cruise.
Whatever our guests prefer, we are at their service on their terms.
- TRIED & TRUE
TOP BRANDS AND EXCLUSIVES WITH DUTY FREE SAVINGS
Port Merchants will continue to offer our guests' favorite brands with the bonus of larger bottles (1L vs 750ml), duty-free savings and special promotions.
Looking for bragging rights back home? Highly sought after travel retail exclusives are our specialty. Everything from Hennessy White, Johnnie Walker, Angel's Envy, Jack Daniels, Macallan and more!
Salud! Cin Cin! Cheers!
IT'S ICONIC
LOGO
- REVOLUTION
PERSONALIZING RETAIL
A new take on cruise swag!
This is not your Grandma’s embroidery or your Scout troop patch of yesteryear.
We’ve got the tools to personalize hats, rash guards, beach bags, plush and more to create memorable moments for all.
Loyal cruisers can create venue merch or pick up patches of favorite cruise ports. Monograms and initials are easily added to pop-up beach bags. Parents can help kids add their names to cruise keepsakes. Just like Port Merchants, our Smart software will ensure compliance with placement, size, and use of pre-approved brand logos.
More ways to capture unforgettable memories!
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DISCOVER OUR PERFECT LOUNGEWEAR TO VACATION IN STYLE
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EMBRACE CLASSIC, CASUAL STYLES WITH OUR NEW POLOS
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COOL, CRISP LINEN. ALWAYS POLISHED. ALWAYS STYLISH
- TRIED & TRUE
AN ICONIC BRAND
We've heard your feedback and we're committed to building an Iconic brand together.
As a result of our strong in-house capabilities and a product designer focused on elevating the brand, our soft apparel logo business has increased by $4M, a new and impressive record! P.S – That's with 2 less ships in the fleet.
Current tally: $10M in 2023 YTD sales vs. $6M for full year sales in 2019, our peak volume year. That’s +67% increase and growing!
Unit sales increased to 381,000 units YTD 2023 vs. 253,000 for full year 2019 our previous peak volume year, an increase of +51%.
ADVENTURE AWAITS
KIDS & FAMILY
- REVOLUTION
SPLASHY TOWN
Welcome to “Splashy Town” a magical space designed for families and kids. This pint-sized seaside town on the banks of Splashaway Bay is located within the former Sugar Beach. Inside, kid-inspired storefronts will stir tiny imaginations.
Adorable baby fish plush and favorites from Jellycat and Squishmallow are new cuddly companions with matching blankies for Once Upon a Bedtime story nights. Keeping tiny hands and minds busy is important when you’re out exploring the world and our array of packable toys are not just fun, they spark creative play. Little minds dive deep with our sea-going pretend and dress-up costumes transforming our little cruisers into brave pirates, mythical mermaids, knights, princesses, sailors and more. And, what’s an adventure without memories? Similar to Logo, our personalization station, ensures every child can add their name to souvenir keepsakes.
Come aboard and dive into a world of fun and imagination at “Splashy Town”, because every childhood is a voyage worth sailing!
- TRIED & TRUE
2023 RECORD BREAKING PLUSH RESULTS
Current revenue tally: $1.7M YTD in 2023 vs. $1.1M for full year 2019 our previous peak revenue year, an increase of +55%.
Plush unit sales increased to 109,000 units YTD in 2023 vs. 71,000 for full year 2019 our previous peak volume year, an increase of +51%.
Plush is here to stay and on a solid track to keep growing!
