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Cruise passengers browsing the boutiques on their last sailing may have been shoulder-to-shoulder with a retail boss — without even knowing it.
Chris Matthews, CEO of Harding+, quietly went “undercover” as a passenger aboard both Princess Cruises and Carnival Cruise Line, taking a hands-on approach to see how onboard retail really works.
Why a CEO Went Undercover
Matthews explained that it’s nearly impossible for a cruise retail boss to just “drop by” a ship store without the crew knowing who he is.
By booking as a guest, skipping name tags, and avoiding meetings, he was able to experience the stores exactly as passengers do.
His mission was simple:
- Watch how guests are greeted at the door.
- Observe how staff run events and promotions.
- Strike up casual conversations with fellow travelers to hear uncensored feedback.
The result? Matthews came away with a raw, first-hand view of what’s working and where improvements can be made.
Key Insights From the Trips
The undercover experiment revealed both strengths and opportunities:
- Customer Service Shines – Passengers consistently praised the friendliness of retail crew as one of the highlights of their shopping experience.
- Technology Helps Crew Focus on Guests – New stock-tracking systems are reducing backroom work, giving staff more time to interact with customers.
- Guest-Led Strategy is Vital – Matthews stressed: “You can’t steer a guest-led strategy from a spreadsheet. Listening to guests and colleagues is critical.”
A Culture of Hands-On Learning
This wasn’t Harding+’s first step in blending corporate and shipboard life.
The undercover sailings followed an 18-month program where office staff were required to spend a week working at sea in the shops.
The initiative, Matthews said, confirmed that the company is “on the right track” and ready for its next stage of growth.
He added that he was proud to see Harding+ retail teams on Princess and Carnival ships delivering “all that we stand for in the best ways for guests.”
Harding+ Retail at Sea
Harding+ has grown into one of the largest cruise retailers in the world, with:
- 300+ shops across 80+ ships
- Partnerships with 12 cruise lines
Notable milestones include:
- Princess Cruises: In 2021, Harding+ took over all onboard retail, managing everything from luxury boutiques and logo shops to duty-free and popup events.
- Carnival Cruise Line: By 2023, Harding+ operated shops on over half the fleet, bringing brands like Pandora, TAG Heuer, Swarovski, and Carnival-branded merchandise.
Across both lines, Harding+ also runs liquor and spirits outlets, fashion counters, fragrance, and event-led retail promotions.
What’s Next?
Matthews did not disclose which specific ships he sailed on, but he hinted that more executives will soon be sent on similar undercover trips.
The goal is to keep retail grounded in what matters most: the real experiences of cruise passengers.
