Starboard Cruise Services will replace Harding+ as the cruise retailer for Virgin Voyages. Starting April 1st Harding+ will be withdrawing from two operations and one yet-to-launch ship in Virgin's fleet.
“For more than six years, we’ve enjoyed an incredible partnership with Harding and their team, but we’ve mutually decided that it’s time for both brands to explore what’s next,” said Sally Barford, Associated Vice President of Hotel Partnerships.
Virgin Voyages said it was “embarking on a new chapter with an alternative retail partner” after it “mutually agreed to part ways” with Harding+.
Harding+ CEO James Prescott said: “We have had great fun leading the cruise retail proposition and working as two innovative companies with shared values for six years. But sometimes we need to part as friends and make some tough choices together around what’s right for the business and commercial models.”
He added: “We wish everyone at Virgin Voyages the very best, and will be working hard to redeploy the Harding+ team members who have been part of the Virgin ship teams elsewhere into our community.
“We have 13 new ships launching with Harding+ as their retail partner and have many more opportunities for onboard teams. We feel extremely positive those new roles will be found as our business continues to grow at pace and we continue to innovate in all aspects of cruise retail operations. We of course remain focused on achieving our business plan.”
Virgin Voyages said that its ships have broken new boundaries in many ways, including through an alternative retail strategy. “Together with Harding, Virgin Voyages designed a high-end shopping experience at sea that was similar to the ones travelers would find on land.
“Drawing on consumer insights and personal knowledge, Virgin Voyages and Harding introduced established retail brands on-board that Sailors loved, such as the first MAC Cosmetics store at sea, and sought out new and interesting fashion, beauty, jewelry, swimwear, and skincare options.
The result: a comprehensive onboard retail space in Virgin Voyages’ High Street shops that included lifestyle areas with varying products displayed alongside each other in unconventional ways.”
The “thoughtful strategy” carried into Virgin Voyages’ selection of brands, the cruise line added, with ethically sourced products to the fore. It cited Coral Eyewear made from recycled ocean plastics and Yellow Leaf Hammocks featured on every Sea Terrace balcony and sold onboard as examples.
A Virgin statement said: “Together, Virgin Voyages and Starboard will collectively curate the portfolio of brands, custom-designed collections, and memorable experiences guests will discover on Virgin’s Lady Ships.”
