Harding+ Extends Retail Partnership With Princess Cruises

Harding+ has renewed its partnership with Princess Cruises, strengthening a relationship that began in 2021.

Under the new multi-year agreement, the retailer will continue managing and developing retail spaces across a selection of Princess Cruises vessels, including Sun Princess, Majestic Princess, Sky Princess, Regal Princess, Emerald Princess, Caribbean Princess, Grand Princess and Coral Princess.

The company said the renewed deal highlights a shared commitment to innovation, personalized guest experiences and the seamless integration of retail into the wider onboard offering.

“At Princess Cruises, we are continually evolving every aspect of the onboard experience to exceed guest expectations,” said Rodrigo Llaguno, Princess Cruises’ chief operating officer.

“Our partnership with Harding+ plays an important role in delivering thoughtfully curated retail environments that complement our premium offering, giving guests memorable, world-class shopping experiences at sea,” added Llaguno.

Harding+ Chief Executive Officer Chris Matthews said the collaboration has always focused on redefining what cruise retail can achieve by creating unique onboard shopping environments.

“Our partnership with Princess Cruises has always set out to challenge the best of retail anywhere by creating exceptional onboard environments to delight guests and deliver real firsts at sea,” said Matthews.

He added that the company takes pride in its approach to design, planning and brand selection, with each retail concept tailored to the individual ship and its guests.

“The Harding+ team has always been incredibly proud of our designs, planning and brand line-ups, which are based on deep understanding of what is right for each individual cruise ship, so it’s exciting for all to be able to plan ahead for the next chapters of this long-term partnership,” added Matthews.

Matthews also thanked Princess Cruises for its continued confidence in the retailer and emphasized their shared goal of advancing the cruise retail experience.

“Thanks to Princess Cruises for continuing to put their trust in Harding+. We share a collective ambition of pushing what cruise retail can be.”

“The next five years are about scaling what we’ve proved works: smarter retail, commercial growth and insights that move the whole category forward as we lead on the mission to be brave with what can be done at sea to win guest attention and spend.”

According to Harding+, the partnership has already produced several significant achievements, including the launch of the Sun Princess in 2024. The ship features a 560-square-meter retail area designed to encourage guest engagement and product discovery.

The collaboration also included the modernization of retail spaces aboard Majestic Princess during the ship’s recent refurbishment.