Heinemann Americas has launched a bold new cruise retail concept onboard Royal Caribbean’s Star of the Seas, delivering first-at-sea exclusives and redefining immersive shopping at sea.
With 10 retail venues onboard, the vessel features exclusive Royal Caribbean logo merchandise, fine watches and fashion jewellery, fragrances and cosmetics, as well as vintage luxury leather goods and timepieces. A standout highlight is a collection of prestige and rare spirits, crafted to surprise and captivate connoisseurs.
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| The beauty offer onboard Star of the Seas |
The new retail offer builds on the success of Icon of the Seas, with a focus on curated exclusivity, elevated design and category innovation across four distinct store formats.
The liquor experience onboard Star of the Seas introduces several first-at-sea features, including personalised backwalls for Macallan, Hennessy and Patrón, a dedicated Johnnie Walker gondola, and a limited-edition Louis XIII monogrammed box hand-decorated exclusively for the ship, with only 30 pieces available globally. Among the rare offerings is a bottle of Loch Lomond 50yo, one of just 100 worldwide, retailing at $34,999. The store also debuts multiple exclusive barrel programmes, such as Angel's Envy – selected by Heinemann’s team as a first-at-sea – and the rare O.F.C Bourbon 1985.
Luxury timepieces are available in branded shop-in-shop formats from Cartier, Hublot, Breitling, TAG Heuer, Longines, Rado and Norquain, a new brand for Heinemann. Swiss Crown complements the offer with a curated selection of pre-owned Rolex watches.
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| Cartier's shop-in-shop onboard Star of the Seas |
Meanwhile, the logo merchandise store presents a new collection designed exclusively for Star of the Seas, featuring fashion-forward apparel, collectibles and a children’s line. The Vineyard Vines x Royal Caribbean co-branded range – introduced on Icon and Utopia – returns with a refreshed capsule, adding a familiar and updated touch to the retail experience.
“With Star of the Seas, we continue our mission to elevate cruise retail through storytelling, exclusivity and unforgettable experiences,” said Nicolas Hoeborn, CEO of Heinemann Americas. “This launch is a testament to our strong partnership with Royal Caribbean and our shared vision for the future of travel retail.”
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| The Collection store offers second-hand Louis Vuitton merchandise |
Together with Icon of the Seas, Star of the Seas ranks among the largest cruise ships in the world, measuring 365 metres in length and accommodating up to 5,610 guests and 2,850 crew members. It is the sixth Royal Caribbean vessel to feature Heinemann’s retail offer, following Utopia of the Seas, Icon of the Seas, Wonder of the Seas, Odyssey of the Seas and Independence of the Seas.
