Raffles Hotels & Resorts takes luxury beyond hotel stays with first global eCommerce store

Raffles Hotels & Resorts has launched its first global eCommerce platform, "The Little Shop by Raffles", extending its luxury hospitality experience into fashion, lifestyle and homeware through a collection of branded apparel and exclusive collaborations.

The platform takes its name from the original boutique at Raffles Singapore, which opened in the 1940s, and marks the brand's latest move to engage consumers beyond its hotels.

Developed in collaboration with creative director Jessica Diehl, the collection features ready-to-wear pieces inspired by Raffles' heritage and visual identity, including cashmere sweaters, polos, pyjamas, resortwear and athletic apparel.

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Among the highlights are relaxed separates bearing the phrase "The butler did it", a reference to the brand's global campaign, alongside clothing featuring the Raffles crest and signature palm print. Each piece also comes with a personalised note from the Raffles Butler, extending the brand's signature service into the retail experience.

Beyond its own collection, Raffles has partnered with several luxury and heritage brands to introduce exclusive products spanning fashion, travel and homeware. These include Ginori 1735 tableware featuring the Raffles palm print, Smythson leather goods in the brand's signature deep green, Christofle coffee cups and Globe-Trotter carry-on cases. Other partners include Frette, Orlebar Brown, Vanessa Sposi, Amambaih and Z Lab.

The launch also introduces a new retail touchpoint for the hospitality brand, allowing guests to engage with Raffles beyond their stays. Select products will be available at Le Royal Monceau – Raffles Paris, Raffles London at The OWO and Raffles Boston. Launched ahead of the festive gifting season, the platform currently offers shipping across the United States, with international shipping available upon request.

Speaking on the launch, Claudia Kozma Kaplan, chief brand officer of Raffles Hotels & Resorts, said the platform was a natural extension of the brand's identity and heritage.

"For more than a century, Raffles has inspired a sense of discovery and an instinct for the extraordinary. 'The Little Shop' is an invitation to bring that world home through a curated collection of distinctive pieces, created by Raffles and in collaboration with a selection of houses we deeply admire," she said.

Kaplan added that the collection offers consumers a new way to experience the Raffles brand long after their hotel stay has ended.

The eCommerce launch follows Raffles Hotels & Resorts' efforts to strengthen its brand presence across Asia. Earlier, the hospitality brand appointed COMPANION Communications as its lead Asia-based PR and communications agency, tasking it with public relations, marketing communications, strategic advisory, storytelling, partnerships, content creation and crisis support across the region.

The appointment added Raffles to COMPANION's hospitality portfolio, which includes recent wins such as the launch of Capella at Galaxy Macau, Andaz One Bangkok in Thailand and a global retainer for Island Shangri-La in Hong Kong.

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