Singapore Tourism Board and KrisShop sign three-year partnership to spearhead e-commerce expansion

·3 min read
KrisShop. (PHOTO: KrisShop screenshot)
KrisShop. (PHOTO: KrisShop screenshot)

SINGAPORE – The Singapore Tourism Board (STB) and KrisShop, Singapore Airlines’ flagship retailer, announced a three-year partnership today (27 January) 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 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 campaign will complement 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.

Launched in November 2020, Made With Passion (MWP) is a national initiative that celebrates local lifestyle brands. It comprises a marketing campaign, partnerships with retailers and a brand mark that local brands can carry on their products and channels to signify that they are a MWP brand.

(PHOTO: Design Orchard)
(PHOTO: Design Orchard)

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. 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 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.

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.”

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