Will Open ‘Gilt at Sea’ Retail Pop-Up For The Holidays
By WGSN Insider

Coming to a cruise ship near you,’s latest retail experience will be on water. WGSN’s Sandra Halliday reports

Dec 01, 2016


As consumers seek more experiences rather than products and switch their spending to travel, retailers and fashion companies are responding by going with them. Online retailer said yesterday that it is partnering with  Celebrity Cruises and Starboard Cruise Services for the debut of Gilt at Sea, its first onboard pop-up shop experience.

Gilt president Jonathan Greller said: “Our New York store, opened earlier this year, has been a lab for retail innovation and these two new shipboard shops continue to evolve the Gilt model into a new format.”

From December 3 to January 29, Gilt shops will bring a curated mix of resort fashion to passengers aboard the Celebrity Reflection and Celebrity Silhouette cruise ships, sailing weekly from Miami and Fort Lauderdale. 

“Hosting these exclusive pop-up shops on board Celebrity Cruises for our guests, in partnership with Gilt, was a natural fit given our shared value to offer unique experiences,” said Celebrity’s CEO Lisa Lutoff-Perlo.

The Gilt at Sea shops will replicate the experience, including insider deals, complete with on-board events, invite-only vintage trunk shows, and Gilt Style Ambassadors to provide shopping and styling advice.

Customers will be able to shop a newly curated selection of merchandise each day, tailored around rotating themes. Available brands include John Varvatos, Nanette Lepore, Cosabella, Alexis Bittar, Botkier, Antik Batik, Furla and others, in categories including swim, sleepwear, casualwear, accessories, and gifts.

This is not the brand’s first attempt at experiential retail, in October launched an interactive retail experience called the #GiltLife House.


Taking over all four floors of a SoHo townhouse, the luxury home was outfitted in artworks, clothing, accessories, furniture and other goods all available from in the month of October. This Gilt at Sea concept, takes the idea and success of the GiltLife House one step further, for fans of the e-commerce retail site.

Like this? Join WGSN for Insight, retail news, and business strategy.

Subscribe to WGSN

Big data meets consumer insights. Experience WGSN.

Related stories

Burberry rejects Coach's multiple takeover offers

5 photos
This is how retailers should cater to the Gen Z shopper

Boohoo and Nasty Gal
Boohoo and Nasty Gal = the perfect retail match?

1 photo
Tommy Hilfiger's “See Now, Buy Now” Runway Heads to LA for Spring 2017

Why personalised food gifts are on the rise this holiday season