Holland America Line is introducing a new retail experience onboard its ships to better align with its ongoing brand evolution. The multi-faceted retail plan introduces new products and services, including an expanded logo collection, locally cultivated items, a new Fujifilm photo space and new supplier partnerships.
The retail rollout began with Veendam and expands to Maasdam, Nieuw Amsterdam, Oosterdam, Prinsendam, Rotterdam, Westerdam and Zaandam over the coming months.
Holland America Line is partnering with Fujifilm for a new, interactive, creative photo space on board that will enable guests to immediately print their photos from their mobile phones or memory cards using instant photo machines. Guests also will be able to share cruise memories by creating keepsake souvenirs featuring images from their cruise on product offerings such as photo books, mugs, shirts, keychains, magnets, mousepads and more. Keepsake mementos will be produced offsite and shipped to guests upon returning home from their cruise.
The retail enhancement introduces an expanded Holland America Line logo collection featuring iconic products that will leave guests with lasting memories of their cruise. From custom apparel to locally made artworks, the new items go beyond traditional cruise logo souvenirs. The new shops also 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.
To bring the destinations on board in an authentic way, the new retail program will showcase unique products from local artisans and designers that capture the cultures visited around the world.
For the new retail experience, Holland America Line tapped into the expertise of California-based Sofia Fiori, a luxury brand recognized worldwide for its designs, to operate the premium line’s new fine jewelry and watch area. Sophia Fiori is at the forefront of product innovation for jewelry and watches and delivers meaningful guest experiences with its sophisticated operation.