SINGAPORE. Singapore Airlines’ KrisShop has announced its new status as a key ecommerce partner of Made With Passion, a national initiative by the Singapore Tourism Board (STB) and Singapore Brand Office to showcase homegrown brands. The venture is also supported by Enterprise Singapore.
KrisShop said that the initiative showcases a curated collection of local lifestyle brands and celebrates the passion behind them. The extended collaboration with STB, it added, aims to shine a spotlight on brands that “embody the Singapore spirit of turning possibilities into reality”.
Over 30 new Made With Passion brands will become available on the KrisShop platform, which will launch a range of interactive experiences to promote them including a virtual showcase which takes shoppers through Made With Passion products in a digitised home setting.
As part of KrisShop commitment to online-to-offline initiatives, a pop-up activation in the renowned Singapore retail area of Orchard Road will highlight Made With Passion products.
The pop-up experience will be further amplified with the use of Augmented Reality (AR) technology, where shoppers can scan QR codes to browse and learn about the spotlighted Made With Passion brands and their origins through beautiful animation.
This year, local brands including State Property, RedDot BrewHouse and doob Bean Bags will progressively join the Made With Passion collective on KrisShop. This will bolster the omnichannel retailer’s existing category of products across four key lifestyle categories – beauty & wellness, fashion & accessories, homeware & décor, and packaged food & beverage.
On the KrisShop platform, shoppers can discover the brands’ unique stories and their founders’ entrepreneurship journeys. They can purchase from these homegrown labels via a dedicated Made With Passion page on With Love, SG, KrisShop’s concept store for homegrown brands which showcase Singapore’s culture and heritage.
KrisShop Chief Executive Officer Chris Pok said: “Championing homegrown culture and talent has always been part of our brand ethos and we are proud to continue flying the national flag high through this meaningful initiative.
“As the key ecommerce partner for Made With Passion, we are committed to supporting more Singapore brands in their ambition to extend their reach and communicate their unique brand stories, by offering our platform as a springboard to move beyond local and go global.
“KrisShop will also help amplify their brand reach and stories through strategic marketing efforts across our various owned channels.”
Singapore Tourism Board Director of Retail and Dining Serene Tan said: “We are delighted to collaborate with KrisShop to give Made With Passion brands a platform to reach new customers. Their creative activations – both virtually and at Orchard Road – will also help to engage new fans.”
She added: “We will continue to partner industry players to innovate and pilot experiential retail and omnichannel experiences to create a more vibrant retail landscape.”
