SINGAPORE. The Singapore Tourism Board (STB) and KrisShop, Singapore Airlines’ omnichannel retailer, today announced a three-year partnership to jointly market home-grown brands and extend their ecommerce reach.
Under the partnership, content will be co-developed to profile local brands on KrisShop.com and “highlight the vibrancy of Singapore’s retail scene”.
In the first phase, STB and KrisShop will launch a domestic campaign to raise awareness of local brands and grow demand for their products. Both partners will develop content to showcase local design talent. This complements the ‘Made With Passion’ initiative launched in November to promote local lifestyle brands, led by the Singapore Brand Office and STB, and supported by Enterprise Singapore.
In the next phase, STB and KrisShop will roll out global campaigns across various key markets as international travel resumes.
To help local brands reach a wider international audience, KrisShop.com will become the exclusive ecommerce platform for Design Orchard, offering the retail showcase on Orchard Road an additional distribution channel.
From this week, 36 Design Orchard brands will be digitally housed on With Love, SG, a KrisShop concept store for home-grown brands showcasing Singapore’s culture and heritage. With the inclusion of Design Orchard brands, there will be a total of 100 local brands on the platform.
More Design Orchard brands will join in the coming months. Consumers will be able to purchase a wide variety of homegrown products from lifestyle/sports brands such as Kydra, Photo Phactory, and Temple Candles, to fashion/accessories labels such as Binary Style, EDEN + ELIE, and Reckless Ericka.
KrisShop will also work with STB and Design Orchard brands to raise the profile of these homegrown brands through joint promotions, limited-edition collections and exclusive collaborations, among other marketing efforts.
KrisShop will also offer Design Orchard brands guidance to boost ecommerce sales in Singapore and in global markets, and hold regular review sessions with the brands.
Seamless experiences
As part of the partnership, STB and KrisShop said they would explore new fulfilment services and channels to create “effortless online-to-offline and offline-to-online retail experiences for Design Orchard and KrisShop’s customers”. Some ideas to be trialled include self-collection for local customers at designated pickup points, such as Design Orchard and SingPost POPstations.
STB and KrisShop will also explore integrating KrisShop.com’s features with STB’s official VisitSingapore mobile application, allowing users to shop on the go.
STB Assistant Chief Executive (Marketing Group) Lynette Pang said: “Singapore has a vibrant retail scene, and we are excited to partner a home-grown retailer like KrisShop to shine the spotlight on our local brands. Profiling local brands is part of our strategy to build destination affinity and mindshare, and ensure that Singapore stays top-of-mind during this period and when travel resumes.
“This partnership with KrisShop also aims to future-proof local brands, giving them a new channel to reach local and international audiences, and ideas to enhance customer experiences.”
KrisShop Chief Executive Officer Chris Pok said, “KrisShop has always prided itself on being a uniquely Singapore brand, a value that is deeply reflected in our thoughtful curation of local products across our suite of offerings and concept stores. We are delighted to partner STB, as this partnership is an extension of our efforts to champion our culture, and further fuels our vision of being a platform of enablement and empowerment for homegrown entrepreneurs, by giving prominence to their crafts for audiences in Singapore and beyond.”
