Harding+ CEO Outlines Vision for Cruise Retail's Future

Matthews says emotion, evidence, and experimentation will define the next phase of onboard shopping.

Apr. 8, 2026 at 6:54am

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A minimalist, photorealistic studio shot featuring a sleek, modern cruise ship model made of polished metal and glass, floating on a clean, monochromatic background with dramatic lighting and deep shadows, representing the abstract concepts of data-driven strategy and innovation in the cruise retail industry.A conceptual still life that captures the data-driven, innovative spirit shaping the future of cruise retail.New Orleans Today

In an interview ahead of the Seatrade Cruise Global event, Harding+ CEO Chris Matthews discusses how the cruise retail industry can better leverage the unique advantages of the onboard environment. He emphasizes the importance of creating emotional connections with guests, using data to drive decision-making, and having the courage to experiment with new retail concepts at sea.

Why it matters

As the cruise industry continues to rebound, Matthews' insights highlight the opportunity for cruise retailers to differentiate themselves and deliver a more engaging and personalized shopping experience for guests. His focus on people, data, and innovation could help shape the future of an industry that has traditionally relied on instinct over evidence.

The details

Matthews outlines three key pillars that will define the next phase of cruise retail: emotion, evidence, and experimentation. On the emotional side, he says retailers need to design store environments that align with the rhythm and moods of the cruise experience, not just product placement. In terms of evidence, Matthews has introduced AI-powered forecasting and real-time guest feedback to remove friction and deliver a more personalized experience. And when it comes to experimentation, he believes cruise ships are the perfect 'live innovation platforms' for brands willing to try new concepts that have not been tested before.

  • Harding+ is celebrating 10 years of operating out of Miami, its Americas home, this year.
  • The Retail Days conference sessions at Seatrade Cruise Global 2026 will take place on April 14-15 in Miami.

The players

Chris Matthews

The CEO of Harding+, a leading cruise retail company that is dedicated to the cruise industry.

Harding+

A cruise retail company that operates stores on cruise ships and is a Platinum Partner for the retail sessions at Seatrade Cruise Global 2026.

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What they’re saying

“When these three forces work together - emotion, evidence and experimentation - we can deliver on the most ambitious vision for what cruise retail can be.”

— Chris Matthews, CEO

“Cruise retail has advantages that most physical retail would pay almost anything for. Captive audience. Long dwell times. High frequency of return visits in a single trip. An environment where people are genuinely happy to be.”

— Chris Matthews, CEO

What’s next

The Retail Days conference sessions at Seatrade Cruise Global 2026, co-organized by The Moodie Davitt Report, will take place on April 14-15 in Miami, where Matthews and other industry leaders will continue the conversation about the future of cruise retail.

The takeaway

Matthews' vision for the future of cruise retail emphasizes the need for cruise lines, retailers, and brands to embrace data-driven decision-making, create emotional connections with guests, and have the courage to experiment with new concepts at sea. By doing so, the industry can deliver a more engaging and personalized shopping experience that keeps pace with the evolving expectations of cruise passengers.