Global retailer leverages expanded synergies in vacation retail landscape
Starboard announces “a new era of growth” as it expands into the vacation retail business with new 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.
Starboard Cruise, the foundation of the company, is on an upwards trajectory for continued success, where it is delivering “transformative retail” on more than 90 ships across 15 world-class cruise line partners. It also announces additional capabilities including e-commerce, access to special affinity closed user groups and vacation packaging products.
Underlining its growth, Starboard Cruise announces that it 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.
Starboard is currently the only vacation retailer with a dedicated luxury division, and the company says that its Starboard Luxury division 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,” says the official company announcement.
Stacy Shaw, SVP, Luxury & Resorts
Building upon 65+ years of 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 seven 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
Lisa Bauer, Starboard Group President and CEO
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.”
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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.
Sherrie Day (l) is Head of Private Brand and Product Development. Lisa Kauffman (r) is Chief Marketing and Experience Officer
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.
