Starboard Unveils Bold Brand Amplification, Exemplifies Company Purpose to Curate a Vibrant World

Holistic Transformation Strengthens Starboard’s North Star to Curate a Vibrant World

CLICK HERE to view the Starboard sizzle reel.


MIAMI (March 23, 2023) – Starboard Cruise Services, an LVMH Moët Hennessy Louis Vuitton company and retail curator at sea, announces a company-wide transformative brand amplification. With a new visual identity and redesigned logo emphasizing its globally recognized name, Starboard, the change amplifies Starboard’s values and purpose to – Curate a Vibrant World – while providing an elevated perspective on the company’s well-known best-inclass vacation retail.


Transitioning To an Even Brighter Future
Starboard has continually introduced new strategies to increase growth and re-enforce its strong company culture. An internal realignment introduced dedicated account teams to optimize Starboard’s goal of delivering distinct cruise line account strategies and services, such as curated products, experiences and marketing tactics that reflect each line’s unique brand and guest profile. Launching the Luxury Division, further diversified Starboard’s services and partner portfolio by offering highly curated collections differentiated for luxury cruise lines.


Rooted in Heritage While Ever Evolving
The North Star brand amplification honors Starboard’s LVMH heritage of unparalleled luxury offerings and celebrates its rich history as the first travel duty-free retailer in the U.S. While ever evolving, the retailer embodies the same principles and values it was founded upon by A.E. Merhige in 1958, maintaining a level of curiosity, wanderlust and passion.

“We are doing business differently by sparking wanderust and curating memorable products and experiences that celebrate moments that matter in life,” stated Lisa Bauer, President and CEO of Starboard. “Our amplified branding certainly reflects how our purpose to curate a vibrant world radiates through every touch point and every stakeholder, from our cruise partners, brand partners, employees to of course our guests onboard”


Amplifying Starboard’s North Star 
The brand amplification centers on Starboard’s redesigned visual identity, exemplified by the new logo and introduction of the Starburst icon. The new look and feel are reflected across all touchpoints, including the website and social channels.

Logo | Starboard set out to design an emblem as iconic and distinguished as its immersive and personalized onboard shopping experiences. The new logo illustrates the essence of the company’s name as well as the “starburst”, a new icon that perfectly echoes the essence of Starboard’s North Star framework as it radiates vibrant rays of light, color and energy – beckoning different interpretations. Some see bows of ships coming together in curved lines and dots. Others see a human figure in the center with outstretched arms, calling to the idea how unity emerges through coming together to fulfill a purpose.

CLICK HERE to download the new logo.


Website | The redesigned website captures Starboard’s bold thinking and modern approach while maintaining the brand’s essence. It also highlights the wide range of high-quality services offered across the Luxury Division and sister company, Onboard Media.

    • Starboard curates vacation retail experiences
    • The Luxury Division serves existing and new ultra-premium cruise lines
    • Onboard Media produces innovative multimedia solutions for the greater travel industry


Starboard is devoted to constantly pushing the boundaries of curating vacation retail experiences at sea. The amplified visual identity reflects the company’s vision to reimagine the future of onboard shopping. With a renewed sense of clarity and focus, Starboard is poised for success in the years ahead and well-positioned to expand its signature vacation retail offerings. For more information, visit the company’s website at:

CLICK HERE to view the digital press kit: updated logo, brand introduction sheet, brand videos and executive bios.



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 to curate a vibrant world for guests, cruise line partners, brand collaborators and employees. Starboard’s transformative retail elevates the experience on more than 106 ships across 15 world-class cruise line partners: Azamara Cruises, Carnival Cruise Line, Celebrity Cruises, Costa Cruises, Crystal Cruises, Emerald Cruises, Holland America Line, Norwegian Cruise Line, Ponant, Resort World Cruises, Royal Caribbean International, Scenic, Silversea Cruises, The Ritz-Carlton Yacht Collection and Virgin Voyages.

As part of LVMH Moët Hennessy Louis Vuitton, Starboard is known as the preferred partner for luxury retail at sea and is recognized as one of the 75 Maisons worldwide. Expanding Starboard’s core expertise, the Luxury Division was launched in 2019 to be the center of excellence for upscale retail experiences and support ultra-luxury cruise line partners. 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.


Media Contacts:
Maureen Gonzalez | FINN Partners
(954) 368-9809 |

Paula Amador | Starboard Cruise Services
(786) 845-7524 |

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