Virgin Voyages and Harding Announce Plans to Mutually Part Ways, Paving the Way For Exciting New Retail Opportunities on the High Seas
Virgin Voyages is embarking on a new chapter with an alternative retail partner.
Guided by its brand ethos to “Create an Epic Sea Change for All,” and largely driven by Branson’s passion for sustainability, the new cruise line successfully launched its on-board retail offerings with Harding in May of 2017.
After six incredible years of collaboration, bringing Sailors’ favorite brands to the high seas, Virgin Voyages and Harding have mutually agreed to part ways.
Virgin Voyages is a brand that broke boundaries in many ways, first introducing ocean-going vacations for travelers 18 and older with a luxe yet relaxed atmosphere, doing away with traditional buffets, and offering unparalleled value for money with 20+ eateries, gratuities, wifi, essential drinks and group fitness classes included in the voyage fare.
In its planning phases, the company also envisioned 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 on-board 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. Seeking out purpose-driven companies, Virgin Voyages secured a great representation of ethically sourced labels. Coral Eyewear, for example, offers trendy sunglasses made from recycled ocean plastics while Yellow Leaf Hammocks are prominently featured on every Sea Terrace balcony and sold on-board. The hammocks are hand-woven by craftswomen from the Mlabri Tribe in the hills of northern Thailand.
“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.
Harding’s CEO James Prescott adds, “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 business.”
Virgin Voyages is excited to announce that moving forward in 2023, the brand will now be working with LVMH Moët Hennessy Louis Vuitton company Starboard Cruise Services, the leading global retailer at sea, to continue to offer its Sailors an elevated on-board retail experience with the luxury brands they know and love. 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.
