Virgin Voyages’ High Street Shops Prioritize Purpose-Driven and Luxe Lifestyle Retail

Inclusive of All Sailors, Virgin Voyages and Starboard Cruise Services Launches Retail ‘Epic Sea Change’ Aboard Resilient Lady

Starboard and Virgin Voyages


Resilient Lady ship
Resilient Lady ship

MIAMI (May 4, 2023) – Virgin Voyages, Richard Branson’s award-winning travel brand, charters a new course with exclusive retail partner, Starboard Cruise Services, an LVMH Moët Hennessy Louis Vuitton company and retail curator at sea. Channeling Starboard’s position as the industry leader in designing transformative retail environments and distinct guest experiences, Virgin Voyages launches a retail assortment of purpose-driven brands, designer luxe collections, destination pop-ups and a shopping concept inclusive to all Sailors.

The (Virgin) red carpet will be rolled out for Starboard’s retail offerings during Resilient Lady’s inaugural mermaiden voyage from Piraeus, Greece, May 14. At the High Street Shops on Deck 6, sustainability meets elevated luxury with a wide range of products including LVMH-exclusive brands, while destination pop-ups on Deck 7 will celebrate ports visited, as well as Virgin Voyage’s onboard immersive entertainment events with rotating giftable assortments.

“As a brand, Virgin Voyages creates unforgettable experiences for our Sailors. Retail is such an important part of the overall experience that we offer and partnering with industry veteran, Starboard, is an exciting opportunity to make our fleet the ultimate retail destination on the high seas,” said Virgin Voyages’ CEO, Tom McAlpin.

Elevated, Innovative Shopping for the High Seas
Resilient Lady’s discerning design is captured throughout the highly covetable luxury boutiques on Deck 6’s High Street shops. The world-class LVMH line up includes the stand-alone Bvlgari boutique offering jewelry, watches, handbags and accessories, Marc Jacobs with classic totes and crossbody bags and Stella McCartney with high-end fashion pieces made from vegan materials. The Swiss Shop will feature iconic timepiece brands such as Tag Heuer and Hublot, while Dior perfumes offer classic fragrances for all.


Photo caption (left to right): The Tote Bag by Marc Jacob, Bulgari Diamond Serpenti Viper Bracelet and Classic Fusion Titanium Hublot watch


Redefining Thoughtful Retail
Uniting on a journey committed to people and the planet, Starboard is making waves with a carefully curated assortment of brands and collections that depict stories encompassing Virgin Voyages’ conscious values. Engrace Diamonds, the world’s first lab-grown diamonds at sea and artisan handcrafted jewelry from John Hardy offer gender inclusive designs representing Sailors of all identities. Vintage, pre-loved luxury accessories and leather goods will also be available from What Goes Around Comes Around.

Taking Virgin Voyages’ commitment to sustainability one step further, the expanded apparel collections will feature Summersalt, size-inclusive swimwear made with earth-friendly practices, Stitch Note, elevated printed linen made from sustainable materials, and Loci vegan sneakers. T-shirts, fans and vibrant accessories will be available for those who want to share self-affirmation and equality through Virgin Voyages’ branded Pride capsule.

Designed for the conscious Sailor, the beauty shop will feature cruelty free lines, such as UK brand Iconic London, world-famous for their glow-giving products and vegan brushes, and Juice Beauty, award-winning vegan skincare and beauty items made with organic ingredients. Additionally, Sailors will discover clean beauty brands, such as Beekman Clinically Kind®, the Beekman 1802 approach to skincare that’s clinically tested, scientifically proven and made for sensitive skin.


Beekman Clinically Kind®, Louis Vitton and Engrace Diamonds
Photo caption (left to right): Beekman Clinically Kind®, What Goes Around Comes Around and Engrace Diamonds oval eternity ring


“Together, we’ve curated a thoughtful collection of upscale, inclusive and sustainable products that seamlessly align with Virgin Voyages’ Lady Ships,” says Lisa Bauer, Starboard’s President and CEO. “Our reimagined retail caters to the Sailor’s aspirations and passions, engaging through thoughtful retail moments and offering something special for everyone onboard.”

Ocean Debuts
Resilient Lady will be the first ship to introduce Mono B, an athleisure gender-inclusive brand made from premium fibers and quality performance fabrics. The first-at-sea offering will include apparel ranging in sizes from XS to 3XL.


Mono B and Citizen watches
Photo caption (left to right): Mono B and Citizen watches


Keeping in line with Virgin Voyage’s support of a cleaner planet, Citizen’s first standalone boutique at sea will display all sustainable products reflective of the brand’s call to action of preventing 1 million watch batteries from going to landfills by 2024. Citizen pioneered the world’s first Eco-Drive watch in 1976, enabling watches to be powered by any light source, continuously and sustainably, eliminating the need to replace batteries, and preventing millions from entering landfills each year.

Sailors can experience Starboard’s elevated onboard shopping aboard Virgin Voyages’ Valiant Lady now, and Scarlet Lady in August. Coming up next for Virgin Voyages ‘Epic Sea Change’ will be its newest ship, Brilliant Lady – making her mermaiden voyage in the Caribbean later this year.



About Virgin Voyages
Set Sail the Virgin Way with Virgin Voyages, the irresistible travel brand founded by Sir Richard Branson. Delivering epic vacations at sea, Virgin Voyages launched at the end of 2021. The brand’s four Lady Ships – inspired by 50+ years of Virgin history — include Scarlet Lady, Valiant Lady, Resilient Lady and Brilliant Lady. Designed for discerning travelers, Virgin Voyages offers relaxing, exclusively adult (18+) sailings.

Working with a Creative Collective of the world’s most sought-after designers, performance artists and architects, Virgin Voyages delivers an enchanting boutique hotel at sea with fresh, elevated spaces that strike the perfect balance of nautical chic and glamour. Currently departing from the sun-soaked cities of Miami and Barcelona – and soon to include Athens, San Juan and Melbourne – the fleet offers itineraries to more than 100 awe-inspiring destinations across four continents.

Virgin Sailors are spoiled for choice with 20 eateries offering Michelin-star culinary experiences all included, a festival-like line-up of entertainment, stylish and comfortable cabins, Rockstar Quarters, authentic and locally inspired shore excursions, and a dose of Vitamin Sea with well-being naturally intertwined throughout the experience. Promising to Create an Epic Sea Change for All, Virgin Voyages also puts sustainability front and center.



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 90 ships across 11 world-class cruise line partners: Azamara, Carnival Cruise Line, Celebrity Cruises, Costa Cruises, Holland America, Norwegian Cruise Line, Resort World Cruises, Royal Caribbean International, Silversea, 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 |

Michelle Estevam | Virgin Voyages

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