Azamara Officially Sold, Takes Possession of Fourth Ship

Azamara, the premium cruise line, is now a standalone brand and has taken delivery of its fourth ship, Azamara Onward.

The delivery of the ship, which took place on 15. March 2021 coincided with the completion of the acquisition of Azamara by Sycamore Partners, a private equity firm specializing in investments in the consumer, retail and distribution sectors. Royal Caribbean Group has sold Azamara for $201 million in cash, including three ships and associated intellectual property.

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The brand said it chose the name Azamara Onward to refer to moving through space or time. The title is meant to evoke a sense of resilience, positivity and endless possibilities for the future. Overall, the name reflects the evolution of the brand and the path to the next chapter, the company said in a statement.

Today marks a new beginning for Azamara as we expand our capacity and begin our journey as an independent cruise line, said Carol Cabezas, president of Azamara. When choosing a unique name, we realized that our fourth ship is the beginning of a new adventure, and we chose a name that celebrates a bright future for the brand, our guests, and the industry as a whole.

Current trend

The recently acquired ship, formerly Pacific Princess, is currently anchored in Civitavecchia, near Rome, and will receive a complete refit reflecting the Azamara brand. Azamara Forward plans to launch its first season in Europe in 2022.

Pacific Princess entered service in 1999 as an R3 for Renaissance Cruises. Azamara’s current fleet includes three other former Renaissance sister ships – Azamara Voyage (formerly R6), Azamara Quest (formerly R7) and Azamara Pursuit (formerly R8).

Azamara, which focuses on providing an immersive destination experience, is positioned for further growth as an independent company, said Orlando Ashford, chairman of Azamara’s board of directors.

We look forward to welcoming back our loyal customers and those new to the brand with our expanded fleet offering even more unique programs and dive itineraries for destinations, he said.

For its part, Royal Caribbean Group said the strategic agreement will allow it to focus on the development of the Royal Caribbean International, Celebrity Cruises and Silversea Cruises brands.

This creates a great opportunity for all parties, said Richard D. Fain, president and CEO of Royal Caribbean Group. In fact, Azamara had already added a fourth ship to its fleet when we signed this contract. I am confident that the success and growth of the brand will continue under Sycamore’s leadership.

Azamara has suspended its global operations until the 30th. June 2021.

For more information about the company, click here.

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