TUI Cruises Strengthens Partnership with Heinemann: Six-Ship Retail Contracts Expanded and Extended

TUI Cruises has decided to expand its retail contracts with Gebr. Heinemann, a Hamburg-based travel retailer, for six of its ships under the Mein Schiff branding. The contract for Mein Schiff 1, 3, and 6 will extend until June 2028, while contracts for Mein Schiff 3, 4, and 5 will remain in place until June 2027. This move comes as TUI Cruises prepares to introduce two new ships, Mein Schiff Relax and Mein Schiff Flow, the latter set to launch in August 2026, both of which will increase on-board retail opportunities.

Heinemann has maintained a strong partnership with TUI Cruises for approximately 15 years. The renewed contracts will allow Heinemann to unveil new retail concepts within the Neuer Wall shopping arcades on these ships. The offerings will include premium retail spaces featuring high-end watches and jewelry brands like Breitling, TAG Heuer, and more, alongside more affordable details such as accessories from Swarovski and Guess, plus luxury fragrances, skincare, fashion, and footwear.

Despite challenges in the cruise industry related to overtourism, the global cruise sector continues to thrive. The Cruise Lines International Association (CLIA) recently reported passenger numbers for 2023 exceeded those in 2019, with nearly 32 million passengers contributing to an estimated $168.6 billion in economic output.

Heinemann is not only a significant player in the cruise retail space but also supplies products to around 170 cruise ships. Recent successes include an acquisition involving Costa Cruises, enhancing Heinemann’s market presence in a short timeframe.

Kerstin Schepers, managing director of Heinemann Cruise Liner Global, expressed pride in the innovative retail experiences being developed in collaboration with TUI Cruises, emphasizing a shared commitment to exceptional service at sea.

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