Inside the Mind of a Category Director: Harding+ Unveiled

Harding+ Category Director – Lifestyle, Claire McLennan talks about her role in travel retail.

DFNI: What led you to the travel retail sector?
McLennan: I began my journey in the high street retail sector and pre-Covid, I had exited the corporate sphere to launch my own venture. After five years and the impact of Covid, I felt ready to re-enter an organization where I could apply my knowledge and skills to create something sustainable.

I had never truly contemplated any other retail format outside of high street, but the cruise retail opportunity presented itself, and I joined Harding+ post-pandemic in November 2021. And what an intense experience that was! Despite many years in the field, I thought I was well-acquainted with retail, yet cruise retail exists in an entirely different realm.

What do you appreciate most about your position?
It’s arguably the most entrepreneurial setting I’ve experienced. The pace at which we have been able to launch our Preloved accessories store and develop our own label across 80% of our ships in just under two years is something unheard of in high street retail.

The variety within the lifestyle division that I oversee is also greatly fulfilling – my responsibilities range from fostering relationships with global apparel, accessory, jewelry, and eyewear brands to steering the direction of our in-house fashion and logo collections.

Creating an immersive experience onboard and crafting memorable moments for our guests entails curating everything from souvenirs like magnets to delicious Tortugarum cakes. Each day brings its own unique challenges.

What criteria do you consider when choosing suppliers?
It varies based on whether I’m selecting a supplier or a brand. For a brand, I assess its compatibility with my cruise line’s demographic and its positioning within my price and ‘Good, Better, Best’ strategy. I’m also keen on brands that are currently trending and can attract both new and frequent cruise visitors.

For our in-house designed collections, I seek suppliers who can handle the intricacies of engaging with a global enterprise and are recognized and audited manufacturers. Whenever feasible, I also prioritize sustainability within this production framework.

What have been your standout moments over the past year?
There have been numerous highlights. The Cunard Queen Anne and Princess Cruises Sun Princess launches were particularly significant. Both vessels looked absolutely stunning with magnificent stores, and I take great pride in what the team has accomplished.

Sun Princess

On Sun Princess, we presented a meticulously curated selection of brands… emphasizing the combination of lifestyle and end use.

Interior of the Logo Shop on board Cunard Queen Anne in Italy. Monday April 22, 2024. Photograph by Christopher Ison ©

Queen Anne centered around the discovery of novel and owner-operated brands with compelling narratives.

The opportunity to connect with our guests in a way that transcends mere transactions is truly a privilege in cruise retail.

What are your travel essentials?
Ensuring I get enough rest during a long flight is crucial for a successful journey, so I would never embark on a trip without a cozy sweatshirt and an eye-mask.