Holland America Line Revamps Onboard Retail Experience


Holland America Line is introducing a new retail experience on board its ships with new products and services, including an expanded logo collection, locally cultivated items, a new Fujifilm photo space and new supplier partnerships.

California-based Sofia Fiori, a luxury brand recognized worldwide for its designs, has been tapped to operate the premium line’s new fine jewelry and watch area. This will allow Holland America Line guests to customize their jewelry on board, according to The Maritime Executive.

The new retail program will showcase unique products from local artisans and designers that capture the cultures visited around the world, while new on-board shops will feature co-branded merchandise from some of Holland America Line’s partners, including Lincoln Center Stage, B.B. King’s Blues Club, BBC Earth and America’s Test Kitchen.

The Fujifilm interactive photo space will enable guests to immediately print their photos from their mobile phones or memory cards. Guests also will be able to create keepsake photo souvenirs, such as photo books, mugs, shirts, keychains, magnets, mousepads and more, which will be produced off-site and shipped to guests upon returning home from their cruise.

“Over the past several years, we have significantly elevated our entertainment, enrichment and culinary programs to enhance the way our guests experience the global destinations we visit,” said Orlando Ashford, Holland America Line’s president. “This new retail strategy continues the path of introducing innovative, new shipboard opportunities to exceed the expectations of travelers today and in the future. With more premium products and selections that reflect the destinations they are visiting, plus an interactive and engaging new photo area, our guests will enjoy more meaningful keepsakes from their cruise.”

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