Princess Cruises is expanding its partnership with onboard retail operator Starboard, which will take over retail operations on eight additional ships over the next year. The expansion will significantly increase Starboard's presence across the fleet.

According to an internal communication distributed to shipboard teams the transition follows Starboard's successful launch aboard the new Star Princess. Princess Cruises said the decision is part of its broader retail strategy aimed at supporting long-term growth, enhancing guest experiences, and strengthening commercial performance across the fleet.

The phased rollout is expected to begin in October 2026 aboard Royal Princess and continue through June 2027, when Enchanted Princess is scheduled to complete the transition.

Under the transition plan, Starboard will assume retail operations on the following ships:

The communication also confirmed that Harding will continue operating onboard retail shops on Princess cruise ships under an extended multi-year agreement. Harding has been Princess Cruises' primary retail partner for many years, operating boutiques and luxury retail spaces across much of the fleet.

Princess Cruises sought to reassure employees that the changes would not impact shipboard retail positions, reporting structures, or day-to-day operations. The company stated that Starboard already has experience operating within the Princess fleet and will adapt its retail programs to the various ship classes as the transition progresses.

Management acknowledged that the transition represents a significant change for retail teams and said both Harding and Starboard leadership have already begun communicating directly with affected employees and shipboard management teams.