November 15, 2018

Holland America Line Revamps Onboard Retail Experience

HAL revamps retail space on its ships with new supplier partnerships. The changes began with Veendam and will expand to half a dozen other ships.

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.

“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.”

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.

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.

Anne Vipond About Anne Vipond

Anne Vipond is the author of several guidebooks to cruising destinations around the world. She draws on an extensive sailing background to impart her enthusiasm for cruise travel. From her home port of Vancouver, she travels by cruise ship to a wide range of destinations to keep her books current and useful for her cruise readers. Her cruising articles have been published in magazines and newspapers throughout North America and over seas.