Luxury hotels are embracing the retail experience as a way to enhance the overall guest experience. Brands are realizing the importance of offering guests the opportunity to take a piece of their stay home with them, creating lasting connections with customers. Boutique hotel groups like The Standard were early to this trend, launching The Standard Shop in 2008. This retail arm offers a mix of essentials and unique items from local artisans and international brands, as well as exclusive branded merchandise that sells quickly.
The evolution of these retail experiences has led to the offering of curated products that reflect the experiences and products available at various locations of The Standard Hotels. The Shops also focus on limited edition branded merchandise, such as the Jet Set collection inspired by the brand’s 25th anniversary. Each location offers location-specific offerings, like outdoor products at the Miami Beach location. Partnerships with DTC brands like Vacation® have been successful, with products like sunscreen being featured both in-store and in-room.
One successful partnership for The Standard Miami featured Vacation® sunscreen products, which led to increased product sales as well as valuable social content creation by tastemakers and celebrities staying at the hotel. Other brand partnerships, such as the collaboration with fragrance brand Snif to create the Private Hours candle, have also been successful. These collaborations benefit both the hotel and the brands involved, boosting sales and awareness for all parties.
The retail offerings at The Standard provide guests with the opportunity to take home a piece of their stay and enjoy a little luxury in their own homes. The constantly evolving mix of products at The Shop, including limited edition items and collaborations with DTC brands, keeps guests coming back for more. By offering unique and exclusive merchandise, The Standard is able to create a memorable and unique retail experience that complements their luxury hospitality offerings.
Overall, the trend of incorporating retail experiences into hotels is continuing to grow, with more collaborations and partnerships likely to be seen in the future. These partnerships not only provide guests with unique and memorable retail experiences but also benefit the brands involved by increasing sales and expanding their reach. As the retail landscape continues to evolve, hotels like The Standard are finding new ways to enhance the guest experience through curated and exclusive retail offerings.
