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Most retailers offer anything for a three to seven day period in which 92 per cent of their customers plan to make a purchase, the average lead time runs in hours and conversion rates are higher than the high street.
Yet this is the everyday reality on the world’s cruise ships – the market is estimated to serve 42 million guests per year by 2028.
Cruise retail is sometimes dismissed as niche, but it’s a data-driven, experience-based powerhouse. And no company has done more to redefine this than Harding+, the only 100 percent global cruise retail specialist. It is a business that operates 300 shops on 82 ships for 12 major cruise lines and with over 650 brand partners.
The figures are telling at every level. Harding+ achieved £305 million in revenue last year – an increase of 3.1 per cent, compared to 1.4 per cent growth for UK retail overall – providing 6 million on board transactions.
But the real story is in how it grows. The company’s mission, “Simplifying the Complex”, delivers through accurate data, smart technology, and emotional connections.
“What makes cruise retail particularly relevant is that it’s a reflection of a broader truth: consumers don’t just want a product, they want to feel something when they buy,” explains Mark Birney, COO of Harding+. “That’s what our obsession with live and well-researched guest data tells us. As land-based retail struggles with low numbers, loyalty and rising costs, our sector offers lessons in intimacy, agility and storytelling. And all from a guest-first perspective, with valuable lessons from an 18-month customer transformation programme.”
Each voyage is tailored to its guests, with expeditions crafted to reflect each ship’s unique mix of passengers and destinations. For example, the increase in family travel inspired the “Palm Pals” initiative – a playful, story-based store that doubled anticipated ROI and embedded itself into the onboard culture. While a product line specifically designed to match the theme of the Alaska-focused travel program delivered sales growth of 59 percent year over year
Behind the scenes, smart investments in AI-powered supply chain and forecasting systems have transformed operations – cutting inventory by 60 percent, increasing on-shelf availability by more than 90 percent, and driving major reductions in carbon emissions. It also streamlines administrative tasks, giving on-board teams more time to focus on what matters most: guests.
Retail theater and a focus on the guest experience complete the equation. Harding+ now dedicates 25 percent of store space to activations, from founder masterclasses to first-at-sea launches and immersive experiences – approaches that consistently drive 100 percent sales growth. This approach has won Harding+Cruise Retailer of the Year awards in three of the last four years, reflecting its continued innovation and leadership in on-board retail.
Harding+ sees a bright future, keeping pace with the continued boom in cruise travel. That means investing in premium categories – from pre-loved luxury and destination-inspired designs to exotic gifts for yourself or others – all fundamentally based on the same experience-based energy.
This success story comes from listening closely, learning fast and designing with emotion as well as efficiency. In a world where loyalty is fleeting and attention spans are short, cruise retail may provide the calmest waters for sustainable growth.
Discover how Harding+ turns cruise commerce into sustainable profit growth,