Gilt Pop-Up Shop Sets Sail On Celebrity Cruise Line

Gilt is taking a new path into the physical world.

The eCommerce brand announced plans to open a new pop-up location onboard a cruise line through its partnership with Celebrity Cruises and Starboard Cruise Services.

The Gilt at Sea locations will be available from Dec. 3 to Jan. 29, offering a mix of retail offerings to passengers aboard the Celebrity Reflection and Celebrity Silhouette cruise ships. Customers will have access to new merchandise selections each day, tailored around rotating themes and resort style looks, MR Magazine reported.

“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,” Lisa Lutoff-Perlo, president and CEO of Celebrity Cruises, noted. “We pride ourselves in delivering modern luxury in unexpected ways. This perfectly aligns with our desire to surprise and delight our guests, with experiences that enrich their voyage through superior service that is the Celebrity Distinction.”

The upcoming launch of the Gilt at Sea pop-up shops comes shortly after the online retailer opened a shop within Saks Off 5th at 125 East 57th Street in New York back in March.

“Gilt is constantly seeking new and inventive ways to bring the best brands and best values in fashion to our customers, wherever they are — now even at sea,” said Jonathan Greller, president of Gilt. “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 an exciting new format. Gilt at Sea is an opportunity to create a unique shopping destination for vacation travelers aboard two of the most impressive cruise ships in the Caribbean.”

Hudson’s Bay Co. (HBC), which owns Saks Fifth Avenue, acquired Gilt in January and is utilizing the physical Gilt space as part of its effort to compete with discount brands like Nordstrom Rack, Neiman Marcus’ Last Call and T.J. Maxx.