High Fashion and New ‘Fun Italian Style’ Collection On Sail! West Coast Cruisers Enjoy World-Class Shopping on Carnival Firenze

Carnival Cruise Line and Starboard Deliver Inaugural Season Merchandise and Wide Variety of Retail Offerings

carnival and starboard


Carnival Firenze Logo Shop, Carnival Firenze ship and Luxe Legacy offerings

Photo Caption: Carnival Firenze Logo Shop, Carnival Firenze ship and Luxe Legacy offerings.


MIAMI (May 17, 2024) – Guests sailing on Carnival Firenze, the latest addition to the Carnival fleet, are shopping world-class brands and sporting all new ‘Fun Italian Style’ merchandise created in partnership with Starboard, the world’s leading retail curator at sea. The Fun Shops onboard Carnival Firenze bring leading brands to the storefronts along the ship’s retail promenade and celebrate Carnival fun with an Italian flair to match the ship’s Florence-inspired theme.

“Starboard is thrilled to launch our 14th ship with Carnival and help bring the Fun Italian Style concept to life for Carnival guests through the shopping experience,” stated Lisa Bauer, Starboard’s President and CEO. “We approached our curation of product and experiences tailored to the intersection of West Coast meets Florence Fashionista.”

“Our guests love to shop and working with Starboard enables us to develop experiences that continually raise the bar on retail at sea, while also curating the collection that our guests from California love. Carnival Firenze further proves the success of our partnership, as the retail promenade on the ship has been very popular with guests sailing on her inaugural season,” said Luis Terife, Carnival’s vice president, on-board guest commerce.


Top Brands Bring High Fashion and Designer Jewelry On Board

Carnival Firenze’s retail offering includes the largest assortment of Swiss and jewelry pieces in the Carnival fleet. Among the top brands showcased are Gucci, epitomizing luxury and Italian heritage, and TAG Heur, featuring the highly sought after Carrera collection, Formula 1, and Aquaracer. The ship is also the first in the fleet to feature family-owned Swiss brand, Norqain watches.

Luxe Legacy, Starboard’s proprietary brand of curated pre-owned luxury collections, features an expanded assortment of vintage luxury pieces in a new standalone store concept. Within the boutique, guests will discover a thoughtful collection of certified pre-owned Swiss timepieces, as well as pre-loved leather accessories and handbags from iconic brands including Louis Vuitton, Gucci and Chanel.

Top Brands

The Fun Shops also feature a Pandora in-shop boutique showcasing their globally loved customizable charm bracelets and designer jewelry. Guests will discover an extensive line-up of Beauty for All with Sephora Collection, Sol de Janeiro, Benefit and Kylie Cosmetics.



Exclusive ‘Fun Italian Style’ Collection Commemorates Inaugural Season

All-new apparel for him, her and the kids fuse ‘Fun Italian Style’ with and California vibes with vintage, surf-inspired designs. Carnival Firenze T-shirts pay tribute to the ship’s homeport of Long Beach, featuring distressed artwork with Italian soccer jersey influences. In the surf shop on Deck 5, the youngest cruisers will have fun and find options curated just for them in the vibrant kids’ zone.

Special Carnival Firenze collectibles, created by Starboard’s in-house experts, commemorate the ship’s inaugural season with a range of fun and useful items, such as hats, travel mugs and tote bags.


Sailing year-round from its homeport in Long Beach, Carnival Firenze accommodates approximately 4,960 guests on three- to seven-day voyages to Baja Mexico and the Mexican Riviera. To see sailings currently open for sale on Carnival Firenze, click here. For additional information on Carnival Cruise Line and to book a cruise vacation on Carnival, call 1-800-CARNIVAL, visit http://www.carnival.com, or contact your favorite travel advisor or online travel site.


CLICK HERE to view and download a ship image, retail images and logos.



Carnival Cruise Line, part of Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), is the first cruise line to sail over 100 million guests and is proud to be known as America’s Cruise Line, for carrying more Americans and serving more U.S. homeports than any other. Since its founding in 1972, Carnival has continually revolutionized the cruise industry and popularized the cruise vacation as an affordable and fun travel option. Carnival operates from 14 U.S. and two Australian homeports as well as seasonally from Europe and employs more than 48,000 team members representing 120 nationalities. Carnival’s fleet of 27 ships reflects an exciting, continued period of growth with two new additional Excel-class ships scheduled to be delivered in 2027 and 2028. Carnival’s next new guest offering will be the all-new exclusive destination, Celebration Key, set to debut on Grand Bahama in summer 2025.


About Starboard 
Charting a new course in the duty-free industry since 1958, Starboard has been the world’s leading vacation retailer at sea with the purpose of curating a vibrant world for guests, cruise line partners, brand collaborators and employees. Starboard’s transformative retail elevates the experience on more than 85+ ships across 13 world-class cruise line partners: Carnival Cruise Line, Celebrity Cruises, Costa Cruises, Holland America, Norwegian Cruise Line, Resort World Cruises, Royal Caribbean International, and Virgin Voyages. Starboard’s dedicated Luxury Division partners with Azamara, Crystal, Scenic Luxury Cruises & Tours, Silversea, and The Ritz-Carlton Yacht Collection.

Starboard is consistently recognized for quality and innovation by the travel industry, championing numerous awards, including DFNI-Frontier Americas Travel Retailer of the Year, Asia/Pacific Cruise Retailer of the Year, Global Cruise Retailer of the Year and Exceptional Achievement by a Cruise Retailer.

Going beyond sailing, Starboard’s sister company, Onboard Media, creates multimedia products for top companies in the travel and hospitality industry, driving brand awareness to generate sales and grow revenue. Both businesses are headquartered in Miami with additional Starboard offices in Hong Kong, Shanghai and Genoa, Italy.

Starboard and Onboard Media are proud to be a part of Global Travel Retail Holdings, LLC, an industry leading travel and technology-centric joint venture in partnership with Gissy Investments and LVMH.


Carnival PR Media Contact:  media@carnival.com

Maureen Gonzalez | FINN Partners
(954) 368-9809 | Maureen.Gonzalez@finnpartners.com

Paula Amador | Starboard Cruise Services
(786) 845-7524 | Paula.Amador@starboardcruise.com

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