Starboard, the LVMH-owned global cruise retail specialist, has appointed Anthony Richards to the newly created role of Vice President of Retail Experience & Sales Optimization, effective 7 July.
Reporting directly to Starboard President and CEO Lisa Bauer, Richards will oversee the Sales Operations team and work closely with the company’s General Managers and SVP of Luxury and Resorts.
Richards will lead the development and execution of immersive retail and entertainment experiences at sea, designed to enhance customer engagement, drive sales performance and build loyalty.
He will also collaborate with merchant leaders, cruise line account teams, the marketing department and external partners – including luxury brands and resort operators – to support Starboard’s ongoing retail transformation strategy.
Richards brings extensive experience in cruise retail and hospitality, with a career spanning decades in the luxury hospitality and tourism sectors. He most recently served as Vice President of Cruise Operations at Effy Jewelry, managing talent acquisition and onboard operations across the brand’s cruise retail footprint.
Prior roles also include leadership positions at HFG Media and Royal Media Partners, where he focused on retail and port revenue initiatives. Richards began his career as a Cruise Director with Royal Caribbean.
“Anthony’s experience in cruise retail and operations makes him an excellent addition to our sales leadership team as we continue to create one-of-a-kind, immersive shopping experiences at sea,” said Starboard Group President and CEO Lisa Bauer.
“From scalable, sustained concepts to limited-time pop-ups to personalised experiences, we’re confident Anthony will help us create unforgettable moments that shoppers will want to share – both in person and online.”
“Starboard’s authority in vacation retail is unmatched and I’m honoured to join the company’s talented team in this newly created role,” commented Richards. “I look forward to guiding the creation of innovative and memorable retail experiences that delight shoppers and drive Starboard’s growth.” 🛳️
