STB partners KrisShop to grow local brands

Photo by Sam Lion

The Singapore Tourism Board (STB) and KrisShop, Singapore Airlines’ flagship retailer, have announced a three-year partnership to jointly market home-grown brands and grow their e-commerce reach, as well as create seamless experiences for their local and international customers.

Joint marketing campaigns and e-commerce expansion

Under this partnership, content will be co-developed to profile local brands on 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 and amplify content to showcase local design talent and elevate the perception of Singapore’s dynamic retail scene.

This complements the Made With Passion initiative 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, will be the exclusive e-commerce 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 With Love, SG.

More Design Orchard brands will come on board 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.

As with the rest of the brands on their e-commerce platform, KrisShop will also offer Design Orchard brands guidance to boost e-commerce sales in Singapore and in global markets, and hold regular review sessions with the brands.

Seamless customer experiences

As part of the partnership, STB and KrisShop will 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’s features with STB’s official VisitSingapore mobile application, allowing users to shop on the go.

“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,” said Ms Lynette Pang, STB’s Assistant Chief Executive (Marketing Group).

“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.”

Mr Chris Pok, Chief Executive Officer of KrisShop 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.”