Virgin Voyages announced it is embarking on a new chapter with an alternative retail partner, as Starboard is taking over the retail operation on the company’s ships. Virgin Voyages and Harding have mutually agreed to part ways.

According to a press release, drawing on consumer insights and personal knowledge, Virgin Voyages and Harding introduced established retail brands onboard that Sailors loved, such as the first Mac Cosmetics store at sea, and sought out new and interesting fashion, beauty, jewelry, swimwear and skincare options.

The result: a comprehensive onboard retail space in Virgin Voyages’ High Street Shops that included lifestyle areas with varying products displayed alongside each other in unconventional ways.

“For more than six years, we’ve enjoyed an incredible partnership with Harding and their team, but we’ve mutually decided that it’s time for both brands to explore what’s next,” said Sally Barford, Associated Vice President of Hotel Partnerships.

Harding’s CEO James Prescott added: “We have had great fun leading the cruise retail proposition and working as two innovative companies with shared values for six years, but sometimes we need to part as friends and make some tough choices together around what’s right for business.”