Panache Cruises is expanding its business to the US market with a new base in Texas.

This week, the specialist agency will roll out a digital marketing and PR campaign across the US offering sailings with lines such as Regent Seven Seas, Silversea, Seabourn, Explora Journeys, Oceania Cruises and Azamara.

The agency said additional itineraries will “soon follow” from other lines operating in the river, yacht and expedition sectors.

Founder and chief executive James Cole (pictured) said he believes now is the “right time” to launch in the US market.

“The US is a nation of luxury lovers as well as a nation of cruise lovers and we believe that our unique customer service proposition will prove very popular in this vast market,” he said.

“Having spent most of my career in cruise, launching in the US has always been a personal ambition of mine.

“Our passion for cruising in the US knows no bounds. The US is a perfect landscape for our team of luxury cruise enthusiasts and we are excited to be taking our proposition and service to a whole new audience.”