How homegrown brands Banyan Tree and Singapore Airlines’ flagship retailer band together

Banyan Tree Group has announced a brand partnership with KrisShop, Singapore Airlines’ (SIA) flagship retailer. As homegrown brands gone global, KrisShop and Banyan Tree Group are like-minded partners with common shared values for the greater good. The recently formalised brand partnership starts first with making available Banyan Tree’s exclusive, value-aligned offerings with KrisShop’s complementary audiences, and will extend into multiple other synergies.

Raelene Johnson, chief commercial officer of KrisShop said: “As part of our holistic omnichannel approach to become an experiential e-commerce destination for travellers and beyond, we are excited to partner with Banyan Tree across various areas. We have the same purpose-driven values and a love for craft and provenance, and also see that wellbeing and sustainability in all areas of life are increasingly important considerations for our customers.”

Banyan Tree’s signature Essentials aromatherapy and body care products launched on KrisShop’s website to great success, doubling the sales month-on-month since launch. Containing 95% natural and responsibly-sourced botanical ingredients, the range has already seen 38% revenue growth in 2020. This was after an 18-month research and development process that also enabled the design and introduction of sustainable packaging for these products. In the following months, customers may expect Banyan Tree curated experiences on the site as well, along with other shared campaigns around common destinations.

Ho Renyung, vice president of brand HQ of Banyan Tree Group said: “Expressing a brand today is multidimensional – there are so many different touchpoints, both internally and externally. Aspiring to extend our brand presence in our guests’ lives beyond their stay at our properties, we are delighted to collaborate with KrisShop, an innovative leader that keeps consumer experience at the fore.”