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August 6, 2024

Starboard, a global leader in maritime retail, enters the German market with new partner TUI Cruises and its innovative cruise ship: Mein Schiff 7. 

Mein Schiff 7, the first cruise ship designed to operate on methanol, features a 522.95-square-meter retail space spread across two decks. The commercial area offers a curated selection of brands and products, with a focus on sustainability and items inspired by the Northern European destinations visited during the ship’s inaugural season. 

Lisa Bauer, President and CEO of Starboard, stated that this new collaboration with TUI Cruises represents a significant step in their global growth, solidifying the company’s role as the preferred retail partner for cruise lines worldwide. This project allows Starboard to continue showcasing its expertise in creating tailored shopping experiences for the German cruise market. 

Mein Schiff 7’s bespoke retail program reflects Starboard’s experience in understanding cruise partners’ brands, passenger profiles, and itinerary specifics. The Neuer Wall Shops include a variety of categories: beauty, high-quality jewelry, watches, destination-inspired products, Mein Schiff-branded collections, and clothing and accessories for women, men, and children. German guests passionate about quality will find brands such as Lamy, a German writing instrument manufacturer, and Junghans, a watch brand with an exclusive collection for at-sea sales. 

The Mein Stil boutique will feature a wide selection of women’s clothing and accessories from the renowned Karl Lagerfeld brand, while Pandora will offer hand-finished charms and designed pieces to express personal stories through style. For beauty, Starboard has introduced a new technology for TUI Cruises: SkInsight, AI-based technology that allows guests to receive personalized skin analysis with recommendations for specific products. 

Carolin Bauer, Head of Onboard Commerce, stated that Mein Schiff 7, with its new features based on guest feedback, required retail offerings that reflect these improvements. Bauer is excited to collaborate with Starboard as the official partner and to offer guests high-quality, selected products that enhance their cruise experience. 

In line with TUI Cruises’ commitment to sustainability and the growing environmental awareness of German travelers, innovative and low-impact retail practices have been adopted. These include the elimination of plastic bags and the introduction of assortments from eco-friendly brands. 

Sustainable offerings include lab-grown diamonds from Engrace Diamonds, certified pre-owned Rolex watches, and vintage luxury accessories and bags curated by What Goes Around Comes Around. Visitors can discover eco-conscious brands such as Rituals Cosmetics, a Dutch brand certified as a B Corporation dedicated to sustainability and personal well-being in the beauty sector. 

The Baltic destination shop is a key element of the onboard retail experience, offering assortments ranging from food and clothing to jewelry and souvenirs. TUI Cruises guests can explore destination-inspired products made locally, enriching their travel experience. 

Among the sustainable products, the Scandinavian brand Sandqvist offers functionally designed bags made from recycled materials. Norlender, founded in 1927, collaborates with expert knitters in Norway and Europe to create Norwegian wool sweaters and accessories. Baltic amber provides a range of jewelry set in sterling silver 925, while Omnom Chocolates, premium Icelandic “bean-to-bar” chocolate, uses high-quality and sustainable ingredients. 

Mein Schiff 7, after sailing between Kiel and Norway, and then in the Baltic Sea with cruises to and from Warnemünde in August, will spend most of the winter season in the Canary Islands, with cruises starting and ending in Las Palmas de Gran Canaria.

Stay tuned for further updates, offers, and reviews on TUI Cruises on Cruising Journal. 

Mara Di Dio

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