Specialist agency Panache Cruises has struck a deal to be the agent partner of French Waterways.

The luxury cruise retailer will operate a dedicated phone line for French Waterways’ clients, and make bookings.

The line will be staffed by sales team members who have been “extensively trained” on the company’s products and services.

Website French Waterways launched in 2003 as a “comprehensive and authoritative channel” to help clients compare options on rivers, canals and inland waterways in France. It currently has more than 400 web pages of information.

French Waterways advises customers on tailored itineraries, which wines and food to expect and popular cruise sailings.

Founder James Newcombe said the business felt it was time to work alongside a new agent partner for the next phase of its development.

He said: “When reviewing our options, we wanted to find a partner with the same values as French Waterways, and one that shares our passion for customer service and knowledge of river cruise.

“Panache Cruises met all the criteria and we are excited to be working with them as we continue to strengthen and develop our brand moving forward.”

James Cole (pictured), Panache Cruises’ founder and managing director, added: “[French Waterways] is held in high esteem with clients, and we are pleased that they have chosen us to play a key role in building their business for the future.”