Virgin Voyages’ New Ship Awash with Stores

Virgin Voyages’ (Plantation, Fla.) newest ship, Brilliant Lady, includes 5500 square feet of retail space. The extensive lineup of stores and shops on the line’s fourth boutique-style, adult-only vessel (with 1408 cabins) has been assembled by Starboard Group (Coral Springs, Fla.).

The shops debuted Sept. 5, when the ship begins its maiden voyage from New York’s Manhattan Cruise Terminal to Miami.

“We’ve leveraged our curation expertise, creativity and global resources to create unforgettable retail offerings that perfectly reflect Virgin Voyages’ blend of modern, adults-only sophistication and rebellious fun,” “said Starboard President and CEO Lisa Bauer.

Said Nicole Huang, Virgin Voyages’ SVP of Fleet Experiences: “Through thoughtful curation and one-of-a-kind activations that blend exclusivity, storytelling and personalization, Starboard is setting a new standard for cruise retail and helping ensure our sailors have an unforgettable experience.”

Starboard said its retail plan for Brilliant Lady includes “bold visual merchandising, open-flow boutiques and pop-up activations that create an experience that’s less traditional store and more concept gallery.” Merch ranges from lab-created diamonds and limited-edition designer collections to sustainable fashion labels, cult beauty and destination-inspired assortments. The vessel’s retail lineup also includes the first Clarins boutique at sea, as well as a TAG Heuer shop.

Virgin Voyages was founded by maverick entrepreneur Sir Richard Branson, who says he wants all his ships to have a “wow factor.”