New cruise agency Panache Cruises has officially launched after recruiting a team of 15.

The agency, set up by veteran James Cole, aims to employ more than 100 people in the coming years as it looks to become to establish itself as “the UK’s leading distributor of luxury cruises in the UK by 2025”.

Panache Cruises has put 7,000 itineraries on sale and has partnered with singer Duncan James, part of boyband Blue. James is Panache Cruises’ first brand ambassador, with the agency seeking to appoint more ambassadors as part of its marketing strategy.

Cole said: “To support the launch of Panache Cruises, and our marketing and brand engagement objectives, we are looking to appoint a number of ambassadors, made up of celebrities and public personalities, who represent a great fit with our brand and its values.

“I am delighted that Duncan has agreed to work with us. He will resonate with many of our potential customers, especially the new to cruise sector, and of course our employees and the travel trade. He has a larger than life personality, and the combination of his skills in presenting, entertaining and broadcasting will make him an ideal ambassador and really help us build the Panache Cruises brand.”

The agency, which plans to focus on “elite ocean, river, expedition and yacht-style cruising”, will focus on offering personal service to guests, Cole added.

Our mission is to make our cruise customers’ experiences the best in the industry through unique customer engagement, exemplary service and by creating bespoke cruise holidays that inspire and exhilarate.

“Not only will we have relationships with all of the world’s best known and respected cruise lines, but we will also ensure that each and every cruise holiday we sell is tailored to the customer’s exact requirements. From the moment a customer leaves their front door to the time they return we will take care of everything in between.”