Queen Anne to Boast Elevated Retail Experience with New Luxury Brands and Unique Cabinet of Curiosities Gallery
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Insights
The introduction of Queen Anne's elevated retail experiences is a significant strategic move for Cunard, aimed at enhancing the luxury cruise line's value proposition and potentially increasing onboard revenue. The partnership with 115 household brands, including 27 first-time collaborations, reflects an aggressive expansion into high-end retail, which could appeal to affluent consumers and drive higher spending per passenger.
By curating a mix of luxury and sustainable pre-loved items, Cunard is also tapping into the growing trend of conscious consumerism. This approach not only broadens the appeal to a more diverse demographic of travelers but also aligns with increasing consumer demand for brands that demonstrate social and environmental responsibility.
The unique retail concepts such as the Cabinet of Curiosities and the Experience Lounge are designed to create immersive shopping experiences that could differentiate Cunard from competitors. This strategy may contribute to brand loyalty and repeat business, as it offers passengers unique experiences that extend beyond traditional cruise activities.
The collaboration with high-caliber brands such as Bremont and Chanel positions Cunard within the luxury lifestyle segment, which is known for its high customer acquisition costs but equally high customer lifetime value. The presence of Garrard, a brand with royal warrants, on board is a testament to Cunard's commitment to heritage and exclusivity, key drivers in the luxury market.
However, the success of these retail spaces will depend on the execution of the retail environment design by Sybille de Margerie, whose previous work could indicate the potential for creating an attractive and engaging shopping atmosphere. The design's ability to encourage exploration and discovery could be crucial in converting foot traffic into sales.
From a financial perspective, the addition of premium retail experiences on the Queen Anne could provide a significant revenue stream for Cunard. The luxury retail sector typically enjoys high margins and capturing even a small percentage of this market onboard could impact the company's bottom line positively. The role of the Shopping Host is particularly interesting, as it suggests a focus on personalized service, which could enhance customer satisfaction and spending.
Investors should monitor the performance of these initiatives in the maiden season to gauge their impact on Cunard's overall financial health. It will be important to track metrics such as average onboard spend per passenger and the incremental revenue generated from the new retail offerings compared to historical data.
The world's most iconic luxury cruise line has announced a unique collection of 115 household brands that will have a presence on board, from luxury watchmakers Bremont to the beauty division of French fashion house, Chanel.
And 27 of these exciting brands also represent first-time partnerships for Cunard – including Hugo Boss, Raishma, Chapel Down, Whittard, and 886 Royal Mint. Garrard, the first official crown jeweler in the
In addition to an expertly curated selection of fellow Walpole brands on board, Queen Anne will also herald a new era of retail therapy at sea. Walpole is the official sector body for British luxury, and Cunard became a Walpole member in 2019.
The ship's redefined retail spaces, expertly designed by Sybille de Margerie, will feature meandering pathways to inspire exploration and intrigue, enabling guests to intuitively weave through areas, with seamless connections leading shoppers from one category to another.
The on-board experience
From light-filled boutiques with stunning sea views housing covetable jewelry, clothing, accessories, and gifts to carefully curated collections of pre-loved accessories from designer names for a sample of sustainable indulgence, Queen Anne will boast several feature spaces designed to bring products to life in up-close experiences.
The Grand Lobby Boutiques is the ultimate venue for retail indulgence and is where guests will find the first ever Garrard fine jewelry boutique at sea, as well as Queen Anne's Cabinet of Curiosities, and Experience Lounge.
The Cabinet of Curiosities is a dazzling new concept featuring 38 display cases showcasing curated treasures from a variety of luxury brands that will celebrate the style and intrigue of travel.
This immersive, one-of-a-kind rotunda gallery will showcase a 360-degree display of collectibles, jewelry, fashion, and art from Cunard's partner brands – such as Chanel and Bremont – that are available to buy, alongside never-before-seen treasures from the luxury cruise line's archives.
Another element of Queen Anne's elevated retail offering is the Experience Lounge, a space where retail intertwines with food and drink, allowing the ship to enhance activations and events in style.
To further enhance the guest experience, Queen Anne will boast a dedicated Shopping Host, the only role of its kind in the Cunard fleet. This personal shopping concierge will have an extensive knowledge of the available assortment as well as brands' stories to offer guests a rewarding retail experience.
Furthermore, a personalization desk will be available for guests who wish to add a personal touch to purchases through engraving, embossing, and more.
Queen Anne
Throughout her maiden season, Queen Anne will sail from
Katie McAlister, President of Cunard, said: "Luxury ocean travel is all about escapism and being immersed in a world full of unique and enriching experiences. It's a philosophy we are passionate about bringing to life with our new ship Queen Anne, which is why we are all so excited about her elevated retail offering. Nowhere else will travelers be able to find such a beautifully curated collection of luxury brands at sea or learn about heritage brands in such an engaging way as with Queen Anne's Cabinet of Curiosities."
For Travel Advisors interested in further information, please contact your Business Development Manager, visit OneSourceCruises.com, or call Cunard at 1-800-528-6273.
About Cunard
Cunard is a luxury British cruise line, renowned for creating unforgettable experiences around the world. Cunard has been a leading operator of passenger ships on the North Atlantic, since 1840, celebrating an incredible 183 years of operation. A pioneer in transatlantic journeys for generations, Cunard is world class. The Cunard experience is built on fine dining, hand-selected entertainment and outstanding service. From five-star restaurants and in-suite dining to inspiring guest speakers, the library and film screenings, every detail has been meticulously crafted to make the experience unforgettable. Destinations include
There are currently three Cunard ships, Queen Mary 2, Queen Elizabeth and Queen Victoria and a fourth ship, Queen Anne, will enter service in 2024. This investment is part of the company's ambitious plans for the future of Cunard globally and will be the first time since 1999 that Cunard will have four ships in simultaneous service. Cunard is based at Carnival House in
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For additional information about Cunard, contact:
Jackie Chase, Cunard, jchase@cunard.com
Cindy Adams, cindy@mgamediagroup.com
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FAQ
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Where will Queen Anne sail during her maiden season?
