MIAMI, Fla. (September 19, 2024) – Starboard, the world’s leading vacation retailer at sea, enters a new era of growth with an expansive vacation retail business vision and expanded capabilities. To align the organization and its resources to harness the opportunities, Starboard will become Starboard Group, comprised of three distinct business units: Starboard Cruise, Starboard Luxury, and Starboard Resort.
Realigning for Optimal Growth
Reflecting Starboard Group’s evolving vacation retail business, the company’s three business units support the expansion’s forward-looking vision.
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Starboard Cruise, the foundation of the company, is on an upwards trajectory for continued success of delivering transformative retail on more than 90 ships across 15 world-class cruise line partners with additional exciting capabilities including ecommerce, access to special affinity closed user groups and vacation packaging products. Furthermore, Starboard Cruise has secured the onboard retail contract for Royal Caribbean International’s third Icon Class ship, Icon III, slated to launch in 2026. Demonstrating its strategic focus to drive revenue for its cruise partners, each portfolio will be led by a senior executive: VP, General Manager Claudia King-McWilliams for Royal Caribbean and Asia; VP, General Manager Stuart Breen for Carnival Cruise Line, Virgin Voyages, and TUI Cruises, and VP, General Manager Ivette Pimentel for Celebrity Cruises and Holland America.
As the only vacation retailer with a dedicated luxury division, Starboard Luxury has experienced explosive growth in the luxury segment since forming with six luxury and ultra luxury cruise lines in its portfolio. Starboard Luxury partners with the most admired and desired luxury vacation brands to introduce unique and elevated retail concepts, products and experiences that have been exclusively designed and curated for luxury travelers, with a heavy emphasis on artisans and local goods from destinations around the world.
Building upon 65+ years success in vacation retail operating boutiques at sea, Starboard Group is headed to land with its newest business unit, Starboard Resort. Consumers on both cruise and resort vacations share a similar mindset, traveling for an average of 7 days, often celebrating something special, and exploring unique destinations, making this a natural next step for the Group. Starboard Resort will design and deliver shopping environments that capture the essence of each resort and its location with tailored retail strategies that deepen owner and guest engagement and elevate resort ambiance while driving growth and profitability.
Stacy Shaw has been named SVP, Luxury & Resorts and will be leading the Starboard Luxury and Starboard Resort business units.
Land-Based Retail Launch
Starboard Resort will launch its entry into land-based resorts with Westgate Resorts, one of the largest resort developers in the United States to unveil land-based Starboard-branded boutiques for the first time by the end of 2024 and early 2025.
“Starboard is experiencing tremendous growth, which is enabling us to broaden our vacation retail business while staying true to our North Star purpose, to Curate a Vibrant World,” said Lisa Bauer, Starboard Group President and CEO. “We’ve strategically reflected on the key drivers of our future success, focusing on strengthening our core cruise business while venturing into new channels, including our entry into land-based retail this year as well as aligning our organization around key future focused opportunities.”
Investing in Innovation and Experience
Starboard Group is investing in strategic capabilities that will continue to reinforce its leadership position in vacation retail. Lisa Kauffman has been named Chief Marketing and Experience Officer. She will lead a new department focused on Retailtainment – immersive and engaging events and activations, as well as the creation of unique and compelling retail environments, digital experience and ecommerce. Another competitive advantage of Starboard Group’s joint venture with ONE (Open Network Exchange) is that the Group is positioned to deliver an extensive Marketplace ecommerce solution on land and at sea pre, during and post a guest’s vacation experience.
In the area of product innovation, Starboard Group has named Sherrie Day Head of Private Brand and Product Development. With Sherrie’s expertise and experience, Starboard Group will offer expanded assortments of exclusive product offerings, contributing to continued differentiation across cruise line and land partners as well as win/win profitability.
Press kit materials available upon request.
About Starboard Group
From its origins in 1958 charting new courses in the duty-free industry, Starboard has always been more than just a retailer—we’re curators of vibrant experiences that enrich every vacation. As the world’s leading vacation retailer at sea, we’ve perfected the art of creating memorable shopping moments across more than 90 ships, partnering with 15 world-class cruise lines. Our luxury division is creating a unique boutique experience for luxury travelers by hand curating elevated retail collections and experiences for sophisticated travelers on ocean ships, yachts and adventure-based expedition vessels. In 2024, as Starboard Group, we’re expanding our horizons even further. Now, with Starboard Cruise, Starboard Luxury, and Starboard Resort under our umbrella, we’re bringing our signature retail magic to land-based operations. This evolution positions us at the forefront of vacation retail, blending our rich maritime heritage with the exciting opportunities of resort-based shopping.
Recognized time and again for our innovation and quality—garnering accolades such as DFNI-Frontier Americas Travel Retailer of the Year and Global Cruise Retailer of the Year—Starboard Group continues to set the standard in travel retail. Our sister company, Onboard Media, crafts engaging multimedia experiences that drive brand awareness and boost revenue across the travel and hospitality sectors.
Headquartered in Miami, with additional offices in Hong Kong, Shanghai, and Genoa, Italy, Starboard and Onboard Media are proud members of Global Travel Retail Holdings, LLC—a forward-thinking joint venture with LVMH and Gissy Investments, poised to lead the next wave of travel retail innovation.
Media Contacts
Lauren Dunaj | FINN Partners
(954) 675-3694 | Lauren.Dunaj@finnpartners.com
Paula Amador | Starboard Cruise Services
(786) 845-7524 | Paula.Amador@starboardcruise.com
