Harding+ Extends Princess Cruises Retail Deal Through 2031

Harding+ and Princess Cruises have extended their onboard retail partnership through 2031, keeping Harding+ as retail operator across eight Princess ships. The agreement continues a collaboration that began in 2021 and covers Sun Princess, Majestic Princess, Sky Princess, Regal Princess, Emerald Princess, Caribbean Princess, Grand Princess and Coral Princess.

The extension follows two recent Princess projects: a new retail space on Sun Princess and retail changes made on Majestic Princess during its recent refit. Financial terms were not disclosed.

Princess keeps Harding+ across selected fleet retail

Rodrigo Llaguno, chief operating officer of Princess Cruises, said Harding+ “plays an important role in delivering thoughtfully curated retail environments.”

For Princess, the agreement keeps one retail partner across ships spanning recent and established tonnage. Harding+ will continue managing and developing the onboard shop environments on those vessels.

The Princess contract sits within Harding’s wider cruise retail business. The company says it operates more than 300 shops on 88 ships worldwide, works with more than 650 brand partners and serves more than 8 million guests annually.

Sun Princess and Majestic Princess anchor recent work

Sun Princess debuted in 2024 with a 560-square-meter retail area, where Harding+ applied its store planning and brand assortment work.

Majestic Princess provided a separate refit project, with Harding+ updating the ship’s retail offer during the vessel’s recent drydock period. The announcement did not give a completion date for the refit work or specify which brands were added or removed.

Chris Matthews, chief executive officer of Harding+, said the company’s work with Princess is based on ship-by-ship retail planning. “It’s exciting for all to be able to plan ahead for the next chapters of this long-term partnership,” Matthews said.

Inventory program remains part of the operating plan

Harding+ also tied the partnership to operational changes behind the stores. Its stock integrity program has been used to improve inventory accuracy and supply chain execution while reducing time spent by shipboard teams on back-of-house retail tasks.

The companies did not announce additional Princess ships beyond the eight named vessels. “The next five years are about scaling what we’ve proved works — smarter retail, commercial growth, and insights that move the whole category forward,” Matthews said.