Starboard Launches Alaska-Exclusive Goods on Brilliant Lady
Virgin’s Seattle departures run through September, with seventeen seven- to twelve-night voyages scheduled to twelve Alaska and Pacific Northwest destinations.
Starboard has introduced an Alaska-exclusive merchandise program aboard Virgin Voyages’ Brilliant Lady for the cruise line’s first Alaska season in 2026. The assortment combines Virgin-branded commemorative products, regional artisan goods, apparel, food items and onboard personalization. Starboard said exclusive products now generate more than half of its onboard retail sales across Alaska itineraries.
CLIA placed Alaska sixth among cruise destinations in 2025, at 1.7 million guests.
Exclusive merchandise aboard Brilliant Lady
The Virgin Voyages collection includes pieces from M&W Design Co., a Pennsylvania gift manufacturer, including Virgin-branded wooden ship standees and sustainably made wooden postcards. Starboard also added a Virgin Voyages x Salty Sisters “Red Collection” covering handcrafted jewelry, hair accessories and bolo ties using the line’s red color scheme.
Personalization is part of the onboard offer where available, with bags and hats customized through patches, pins and bag charms selected for Alaska sailings. Apparel lines include Dreamy Alaska for women, Happy Camper for men and Little Scouts for children, along with limited-edition items such as an Alaska bomber jacket.
The food and gift range extends to a Taste of Alaska collection with chocolates, small-batch sea salt, kelp-based seasonings, hot sauces and cookies from regional suppliers. Starboard also named Waterbody, Barnacle Foods, Mark Kelley Photography, Native Northwest by Garfinkel Publications, Alaskan Reflections, Denali Dreams, Salty Sisters, Dune Jewelry, Prince William Sound Salt Co. and Chugach Chocolates among the Alaska-based and artisan brands stocked across food, beauty, gifts and lifestyle categories.
“Alaska is one of the most distinctive destinations we serve,” said Lisa Bauer, president and CEO of Starboard. The program, she said, includes “exclusive apparel and housewares” as well as local jewelry, lifestyle and food brands, with personalization opportunities that help guests take home “meaningful reminders of their vacation.”
Virgin’s Alaska debut adds shipwide destination programming
Virgin Voyages’ Seattle departures began May 21 and run through September, with 17 seven- to 12-night voyages scheduled to 12 destinations in Alaska and the Pacific Northwest. The adults-only line also built Alaska-specific onboard programming into the deployment, including Primetime Ports destination lectures, Drawn to the Wild sketching sessions, Northern Nightcaps cocktail workshops, Baking Alaska dessert pairings and Crack the Crab trivia.
Virgin added Happenings Cast roles for the Alaska sailings, including a Lumberjack and a Naturalist, and paired them with a Cultural Heritage Guide from Alaska Native Voices. “Alaska has always held a special place for me personally,” said Michelle Bentubo, chief operating officer of Virgin Voyages. “Deep partnerships with local communities and organizations were essential to making sure we’re telling Alaska’s story the way it deserves to be told.”
The culinary program includes eight Alaska-featured dishes using ingredients such as king crab, Alaskan halibut and black cod. Virgin also expanded hot beverage and local beer offerings for the season, while onboard retail includes products from 10 regional brands.
Starboard’s Alaska program extends beyond Virgin Voyages
The Virgin assortment sits inside Starboard’s broader Alaska retail program across multiple cruise line partners. The Miami-based cruise retailer operates on more than 90 ships for about 15 cruise line partners, and its Alaska program includes cruise line-specific exclusives as well as local suppliers.
For Princess Cruises, Starboard introduced a limited-edition Pendleton Woolen Mills blanket sold only on Princess ships sailing Alaska itineraries. Just 250 were made, each individually numbered.
Brilliant Lady is scheduled to return to Vancouver on September 11 for debarkation of an eight-night one-way voyage from Seattle. Virgin Voyages has also planned a second Alaska deployment returning to Vancouver in 2027.
See current Brilliant Lady fares and itineraries on Cruise Lookup.
