Content Section

Holland America Line Continues its Brand Evolution with Revamped Onboard Retail Experience to Deliver Relevant Brands and Merchandise That Reflect Premium Line’s Amazing Destinations

Eightships to receive enhancements and new products in 2018

Seattle, Wash., March. 7, 2018 —Holland America Line is introducing a new retail experience on board its shipsto better align with its ongoing brand evolution. The multi-faceted retail planintroduces new products and services, including an expanded logo collection,locally cultivated items, a new Fujifilm photo space and new supplierpartnerships.

The retail rollout began with Veendamand expands to Maasdam,Nieuw Amsterdam, Oosterdam, Prinsendam, Rotterdam, Westerdam and Zaandam over thecoming months. To launch and oversee the new program, Patrick Kells joinedHolland America Group as director of retail, reporting to Kelli Coleman, vicepresident, onboard revenue, photo and retail.

"Over the past several years we have significantly elevatedour entertainment,enrichment and culinary programs to enhance the way our guests experience theglobal destinations we visit," said Orlando Ashford, Holland America Line'spresident. "This new retail strategy continues the path of introducinginnovative, new shipboard opportunities to exceed the expectations of travelerstoday and in the future. With more premium products and selections thatreflect the destinations they are visiting, plus an interactive and engagingnew photo area, our guests will enjoy more meaningful keepsakes from theircruise."

Partnership withFujifilm Makes Photo Souvenirs a Snap
Holland America Line is partnering with Fujifilm for a new, interactive,creative photo space on board that will enable guests to immediately printtheir photos from their mobile phones or memory cards using instant photomachines. Guests also will be able to share cruise memories by creatingkeepsake souvenirs featuring images from their cruise on product offerings suchas photo books, mugs, shirts, keychains, magnets, mousepads and more. Keepsakemementos will be produced offsite and shipped to guests upon returning homefrom their cruise.

Curated Products andServices Offer New Retail Experience
The retail enhancement introduces an expanded Holland America Line logocollection featuring iconic products that will leave guests with lastingmemories of their cruise. From custom apparel to locally made artworks, the newitems go beyond traditional cruise logo souvenirs. The new shops also willfeature co-branded merchandise from some of Holland America Line's partnersincluding Lincoln Center Stage, B.B. King's Blues Club, BBC Earth and America'sTest Kitchen.

To bring the destinations on board in an authentic way, the new retail programwill showcase unique products from local artisans and designers that capturethe cultures visited around the world.

Holland America Line is looking to make shopping more engaging and meaningful,and interactive and enriching events will be offered so guests can see thedifferent items and peruse the space with guidance from helpful yet unobtrusiveshop staff.

New SupplierElevates Products and Services
For the new retail experience, Holland America Line tapped into the expertiseof California-based Sofia Fiori, a luxury brand recognized worldwide for itsdesigns, to operate the premium line's new fine jewelry and watch area. SophiaFiori is at the forefront of product innovation for jewelry and watches anddelivers meaningful guest experiences with its sophisticated operation.

Sophia Fiori is internationally recognized as a jewelry stylist to the stars,with frequent appearances on the Hollywood red carpet including the Oscars,Emmys and Golden Globes. Sophia Fiori is also a diamond wholesaler anddesigner, controlling every facet of production including direct sourcing ofpremium diamonds and gemstones, jewelry design, manufacturing and distribution,allowing Holland America Line guests to truly customize their jewelry right onboard.

Patrick Kells NamedDirector of Retail
Based in the cruise line's Seattle headquarters, Kells will lead the retailstrategy for Holland America Line and oversee the onboard retail experience. Hewill report to Kelli Coleman, vice president, onboard revenue, photo andretail.

Prior to joining Holland America Line, Kells was with The Coca-Cola Company for13 years, most recently as global director of retail merchandising. In thatrole, he was responsible for business strategy development, brand management,product development, store design and construction, visual merchandising andlocation planning. Previously he was with The Walt Disney Company. Kells holdsan MBA and a bachelor's degree in business management.

Editor's note:Photos are available at #

— # # # —

Find Holland America Line on Twitter, Facebook and the Holland America Blog. Access all socialmedia outlets via the Online Communities quick link on the home pageat hollandamerica.com.

About HollandAmerica Line [a division of Carnival Corporation and plc (NYSE: CCL andCUK)]
Holland America Line's fleet of 14 ships offers more than 500 cruises to morethan 400 ports in 98 countries, territories or dependencies around the world.From shorter getaways to 113-day itineraries, the company's cruises visit allseven continents, with highlights including Antarctica explorations, SouthAmerica circumnavigations, Cuba cruises and exotic Australia/New Zealand andAsia voyages; four annual Grand Voyages; and popular sailings to the Caribbean,Alaska, Mexico, Canada and New England, Bermuda, Europe and the Panama Canal.The line welcomed Koningsdamin 2016 and has a second Pinnacle-class ship,Nieuw Statendam, tobe delivered in December 2018. A third Pinnacle-class ship, due for delivery in2021, recently was announced.

The company is undergoing $300 million in brand enhancements to secure itsposition as the leader in premium cruising. Fleetwide, the ships featureinnovative initiatives and a diverse range of enriching experiences focused ondestination immersion and personalized travel. Guests can expand theirknowledge through an exclusive partnership with O, The Oprah Magazine; duringan America's Test Kitchen show; at Explorations Café presented by The New YorkTimes; and by taking a Digital Workshop powered by Windows. Outstandingentertainment fills each evening at venues including Lincoln Center Stage,Billboard Onboard and B.B. King's Blues Club. The dining experience can besavored at a variety of restaurants with menus that feature selections fromHolland America Line's esteemed Culinary Council, comprising world-famous chefswho design dishes exclusively for our guests.

Kaleidoscope powered