Share to Facebook Share to Twitter Share to Linkedin The Standard Shop is home to the boutique hotel’s branded merchandise as well as a curated mix of … [+] local goods, sundries, and special collaboration products. The Standard Hotels present an interesting avenue for retail experiences, and brands are taking note. If you ask Jeena Sharma, Luxury Reporter for Morning Brew, boutique or luxury hotels with an on-site or online shop (or both) can be an important part of building out a memorable luxury experience. “What makes a hotel stay memorable or unique? It’s the little touches: the luxurious bathrobes, comfortable bedding, unique artwork, the scent in the lobby, the beautiful cutlery, etc.,” Sharma said. “If the guest has the opportunity to take a piece of it home, it’s an opportunity for the hotel to build a long-lasting relationship with the customer.” Boutique hotel groups like The Standard were early to this trend, launching The Standard Shop, the brand’s on-site and e-commerce retail arm, in 2008. Often referred to simply as “The Shop”, this retail arm was a response to guest requests to be able to take a piece of their stay home—including requests to purchase in-room products such as bedding, bath items, and robes. In general, The Shops offer a mix of drugstore basics as well as unique items made by local artisans and emerging international brands, along with a rotation of pop-up shops and brands-in-residence throughout the year. Past residencies include brands like éliou, Sabah, Shopbop, and others. MORE FOR YOU Biden Vs Trump 2024 Election Polls Trump Leads As Most Voters Unmoved By His Conviction New Poll Shows Inside Out 2 End Credits Scenes Explained NYT Strands Hints Spangram And Answers For Friday June 14 These retail experiences have expanded since 2008, and now offer hotel guests and visitors a selection of curated items that strive to embody the experiences and products offered by The Standard Hotels’ various locations. As part of this expanded product mix, The Standard Shops also focus on offering exclusive, limited edition branded merchandise like its “Privacy Please” hoodies, which sell through quickly. The latest iteration of this strategy includes the Jet Set collection, which is inspired by The Standard’s 25th anniversary this year and celebrates the brand’s globetrotting patrons with travel essentials like branded clothing and travel bags. Aside from this, each site has it’s own location-specific offerings as well. At the Miami Beach location, for example, guests visiting The Shop will find a mix of products designed for outdoor activities, with products ranging from bikinis and bronzers to boardshorts. This is good news for DTC brands like Vacation®, who’ve partnered with The Standard to have their sunscreen products featured both in-store and in-room as items available for purchase. Along with helping the brand get in front of new audiences, it’s a highly relevant product for many guests staying on-site at The Standard’s locations like Miami Beach where the expansive pool area is a highlight of the property. This particular partnership was born from an event-based activation The Standard Miami hosted in collaboration with Vacation®’s sister brand Poolsuite during Art Basel. According to Vacation® Founding Partner Marty Bell, having their sunscreen available in-room at The Standard has not only boosted product sales, but also led to tastemakers and celebrities creating valuable social content featuring Vacation® products during their stay at the Miami Beach hotel. “The Standard Miami is undoubtedly an epicenter for SPF tastemakers and have worked closely with their team on various activations–like gifting product to their swim club members and hosting a pop-up shop during Swim Week,” Bell said. Other DTC brand partnerships found in The Shop include items like the Private Hours candle, which was created in collaboration with fragrance brand Snif. Together, the two brands worked to craft a custom scent that aims to encapsulate the spirit of The Standard, High Line location so that hotel guests can take home an item that reminds them of their stay. “Snif was thrilled to partner with a brand as iconic as The Standard,” said Marilyn Zubak, Director of Customer Acquisition & Partnerships at Snif. “Selling Private Hours on our DTC site and within The Standard Shop allowed us to combine our synergistic audiences, boosting sales and awareness for our brands.” Both the hotel and the brands it partners with in a retail capacity benefit from these collaborations, and moving forward, it’s likely we’ll see more of these partnerships within the hospitality space. Follow me on Twitter or LinkedIn. Check out my website or some of my other work here. Kaleigh Moore Following Editorial Standards Print Reprints & Permissions
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