Harding+ has announced that it has extended its partnership with Princess Cruises, building on a collaboration established in 2021.

The retailer will continue to operate and evolve retail environments across select Princess ships in a multi-year agreement, including the Sun Princess, Majestic Princess, Sky Princess, Regal Princess, Emerald Princess, Caribbean Princess, Grand Princess and Coral Princess.

According to the company, the extended agreement reflects a continued focus on innovation, personalization and integration of retail into the broader onboard experience.

“At Princess Cruises, we are continually evolving every aspect of the onboard experience to exceed guest expectations,” said Rodrigo Llaguno, Princess Cruises’ chief operating officer.

“Our partnership with Harding+ plays an important role in delivering thoughtfully curated retail environments that complement our premium offering, giving guests memorable, world-class shopping experiences at sea,” added Llaguno.

Harding + CEO Chris Matthews said: “Our partnership with Princess Cruises has always set out to challenge the best of retail anywhere by creating exceptional onboard environments to delight guests and deliver real firsts at sea.”

“The Harding+ team has always been incredibly proud of our designs, planning and brand line-ups, which are based on deep understanding of what is right for each individual cruise ship, so it’s exciting for all to be able to plan ahead for the next chapters of this long-term partnership,” added Matthews.

Matthews said: “Thanks to Princess Cruises for continuing to put their trust in Harding+. We share a collective ambition of pushing what cruise retail can be.”

“The next five years are about scaling what we’ve proved works: smarter retail, commercial growth and insights that move the whole category forward as we lead on the mission to be brave with what can be done at sea to win guest attention and spend.”

Harding+ said in a press release that the partnership has already delivered a series of landmark successes, most notably the debut of the Sun Princess in 2024, with its 560-square-meter retail space designed to enhance discovery and engagement.

It also includes the transformation of retail offerings onboard the Majestic Princess during her recent refit.