Retail / news
Harding+ plans 300 cruise retail activations across 40-plus ships in 2026
Harding+ has set out plans for about 300 brand activations across more than 40 cruise ships in 2026, alongside new product launches and deeper collaboration with brand partners.
At its annual Supplier Conference onboard P&O Cruises' Arvia, CEO Jeremy Fennell urged brand partners to move beyond conventional product relationships and toward joint business planning, shared commercial objectives and investment in building guest demand.
Under the theme Raising the bar, Harding+ outlined a 2026 programme of around 300 brand activations across more than 40 ships, supported by new product launches, enhanced onboard experiences and greater investment in shipboard teams.
Fennell pointed to the length of cruise voyages as a distinctive retail advantage. Guests may remain onboard for three, seven or as many as 14 days or more, giving brands time to engage travellers, tell product stories, run demonstrations and events, and build relationships, he said.
The plans cover the UK and international cruise retail channel, where Harding+ is seeking stronger sales through closer alignment with suppliers and more coordinated guest engagement.