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
Eight
ships 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 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. To launch and oversee the new program, Patrick Kells joined
Holland America Group as director of retail, reporting to Kelli Coleman, vice
president, onboard revenue, photo and retail.
"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."
Partnership with
Fujifilm 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 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.
Curated Products and
Services Offer New Retail Experience
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.
Holland America Line is looking to make shopping more engaging and meaningful,
and interactive and enriching events will be offered so guests can see the
different items and peruse the space with guidance from helpful yet unobtrusive
shop staff.
New Supplier
Elevates Products and Services
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.
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 and
designer, controlling every facet of production including direct sourcing of
premium diamonds and gemstones, jewelry design, manufacturing and distribution,
allowing Holland America Line guests to truly customize their jewelry right on
board.
Patrick Kells Named
Director of Retail
Based in the cruise line's Seattle headquarters, Kells will lead the retail
strategy for Holland America Line and oversee the onboard retail experience. He
will report to Kelli Coleman, vice president, onboard revenue, photo and
retail.
Prior to joining Holland America Line, Kells was with The Coca-Cola Company for
13 years, most recently as global director of retail merchandising. In that
role, he was responsible for business strategy development, brand management,
product development, store design and construction, visual merchandising and
location planning. Previously he was with The Walt Disney Company. Kells holds
an MBA and a bachelor's degree in business management.
Editor's note:
Photos are available at https://www.cruiseimagelibrary.com/c/twoaxrwz.
— # # # —
Find Holland America Line on Twitter, Facebook and the Holland America Blog. Access all social
media outlets via the Online Communities quick link on the home page
at hollandamerica.com.
About Holland
America Line [a division of Carnival Corporation and plc (NYSE: CCL and
CUK)]
Holland America Line's fleet of 14 ships offers more than 500 cruises to more
than 400 ports in 98 countries, territories or dependencies around the world.
From shorter getaways to 113-day itineraries, the company's cruises visit all
seven continents, with highlights including Antarctica explorations, South
America circumnavigations, Cuba cruises and exotic Australia/New Zealand and
Asia 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 Koningsdam
in 2016 and has a second Pinnacle-class ship,
Nieuw Statendam, to
be delivered in December 2018. A third Pinnacle-class ship, due for delivery in
2021, recently was announced.
The company is undergoing $300 million in brand enhancements to secure its
position as the leader in premium cruising. Fleetwide, the ships feature
innovative initiatives and a diverse range of enriching experiences focused on
destination immersion and personalized travel. Guests can expand their
knowledge through an exclusive partnership with O, The Oprah Magazine; during
an America's Test Kitchen show; at Explorations Café presented by The New York
Times; and by taking a Digital Workshop powered by Windows. Outstanding
entertainment fills each evening at venues including Lincoln Center Stage,
Billboard Onboard and B.B. King's Blues Club. The dining experience can be
savored at a variety of restaurants with menus that feature selections from
Holland America Line's esteemed Culinary Council, comprising world-famous chefs
who design dishes exclusively for our guests.
CONTACT: |
Sally Andrews |
PHONE: |
800-637-5029 |
EMAIL: |
pr@hollandamerica.com |