INTERNATIONAL. Heinemann Americas has launched a striking new series of retail concepts aboard Royal Caribbean International’s Star of the Seas. It features first-at-sea exclusives within ten distinct shopping venues.
The venues embrace multiple categories from fine watches and fashion jewellery to logo merchandise, vintage luxury leathergoods, perfumes & cosmetics, and a collection of rare and prestige spirits.
Among the liquor exclusives available in the Port Merchant store are a Louis XIII Cognac monogrammed box created for the ship (30 pieces worldwide) and a Loch Lomond 50 Year Old Scotch whisky priced at US$34,999, one of just 100 bottles globally.
Heinemann’s liquor store also debuts multiple exclusive barrel programmes such as Angel’s Envy (selected by the retailer’s team as a first-at-sea) and the rare O.F.C Bourbon 1985.
Personalised backwalls from The Macallan, Hennessy and Patrón, plus a dedicated Johnnie Walker gondola, are other liquor store highlights.
Named Regalia, Heinemann’s luxury watch store features leading brands such as Cartier, Hublot, Breitling, Tag Heuer, Longines, Rado and newcomer Norquain, while Swiss Crown introduces pre-owned Rolex watches to the mix.
Beauty takes centre stage within the refreshed Solera store, which Heinemann noted is optimised for visibility and guest flow to enhance engagement and encourage longer dwell times.
Meanwhile, the logo merchandise store ‘The Shop’ presents a new collection designed exclusively for Star of the Seas featuring apparel, collectibles and a children’s line.
The Vineyard Vines x Royal Caribbean co-branded range – first introduced onboard the ships Icon and Utopia – returns with a refreshed capsule, “adding a familiar yet updated touch to the onboard retail experience”, in the words of Heinemann.
“With Star of the Seas, we continue our mission to elevate cruise retail through storytelling, exclusivity and unforgettable experiences,” said Heinemann Americas CEO Nicolas Hoeborn. “This launch is a testament to our strong partnership with Royal Caribbean and our shared vision for the future of travel retail.”
At 365 metres in length, with capacity for 5,610 guests, Star of the Seas is one of the world’s largest cruise ships.
Heinemann’s retail partnership with Royal Caribbean began in 2019 and now spans six vessels, including Icon of the Seas and Utopia of the Seas. 🛳️
