SAUDI ARABIA/GERMANY. Gebr. Heinemann this week opened eight boutiques onboard the first Saudi Arabian cruise ship AROYA, in what is claimed to be the largest ever retail space (1,603sq m) at sea.
The stores, staffed by a 30-strong Heinemann team, offer more than 250 international and Arabian brands over three levels.
Deck 6 features Heinemann’s Aroya Souk, a store specialising in regional gifts, delicacies and sweets, including dates from the well-known Arab brands Nua and Bateel and the AROYA logo merchandise line. Digital elements such as a motion game and children’s games add to the attraction of this store.
Also on Deck 6 is Aroya Dukkan, a convenience store with a wide range of everyday products and travel essentials.
Deck 7 features five boutiques with the themes of Fragrances & Cosmetics, Kids, Sunglasses & Leather, Watches & Jewellery and Fashion & Accessories.
Meanwhile, Deck 16 is home to the Khuzama Boutique, which offers luxury products and an exclusive shopping experience, which can be booked via the ship’s concierge.
AROYA also features the first web store on a cruise ship, which allows passengers to shop outside of opening hours and “draw inspiration ahead of their voyage”, according to Gebr. Heinemann. Guests can access the web store via the Aroya app, browse the range, and reserve and pre-order products, collecting from stores on the ship.
Gebr. Heinemann noted the stores’ main target group is families from Saudi Arabia and other Gulf states, which makes up the majority of the passengers. Accordingly, the stores reflect Arabian design and Arabian culture on board in many elements.
In the lower deck of Aroya Souk and in the Fragrances & Cosmetics Boutique, the design picks up on dune and sand motifs. Palm trees and architectural arches on the back walls pay homage to the Saudi Arabian landscape.
The Kids store is illustrative of the Red Sea – the checkout area is reminiscent of a jellyfish and there are fish installations on the ceiling.
The VIP shopping area features lighting and decorations that look like twinkling stars and are reminiscent of a starry desert night.
In the Watches & Jewellery boutique, there is a separate area where women can shop in privacy. There is also a separate area in the Fragrance & Cosmetics boutique where women can have their make-up done without being disturbed.
Heinemann Cruise Liner Global Managing Director Kerstin Schepers said: “AROYA is the first Saudi Arabian ship to set sail – we are proud to be part of this historic moment and to offer the passengers of the AROYA a first-class shopping experience.”
Gebr. Heinemann Chief Sales Officer Florian Seidel commented: “We are delighted to be working with Cruise Saudi on this great project – together we are tapping into the region’s tourism potential and further expanding our regional presence in this growth region.”
AROYA Cruises President Dr. Jörg Rudolph said: “We are delighted to be able to offer our guests an extraordinary onboard shopping experience. Working closely with our partner, Gebr. Heinemann, we combined our insights to create a unique retail concept that includes bespoke shopping services, high-end global and Arabian brands, and excellent customer service.”
Speaking exclusively to The Moodie Davitt Report, AROYA Cruises Executive Director Marketing Turky Kari said all of the stores on board are duty free and open to guests once the ship sails into international waters.
He noted there are digital screens near the elevators on every floor which promote the different elements of AROYA, including retail. The retail area is also promoted on screens in all cabins.
Kari told us: “AROYA’s retail experience is an elegant and refined twist on an authentic Saudi souk. Whether guests are shopping for a loved one or buying themselves a special treat, the souk has a wide variety of items to purchase including fashion, jewellery, perfumes, children’s toys and sweets.
“We wanted to make shopping aboard AROYA an experience in itself that resonates with the Arabian market.”
The AROYA Cruises ship, which departed from Jeddah for its maiden commercial voyage on Monday (15 December), took passengers on a three-night journey to an exclusive Red Sea private island. The island has been developed by Cruise Saudi, the Public Investment Fund company which owns the new cruise line.
The 335 metre-long floating resort accommodates 3,362 passengers, has 1,678 cabins and 29 food & beverage options (including 12 restaurants), 20 entertainment venues, a grand theatre, a swimming pool with a kid’s water park and a spa.
Stay tuned to our channels for details of the F&B on offer aboard AROYA. 🛳️
