Partnership to feature joint marketing, ideas for seamless customer experiences, and KrisShop as the exclusive e-commerce platform for Design Orchard, the largest one-stop shopping destination for home-grown brands on Orchard Road.


Singapore, 27 January 2021 – The Singapore Tourism Board (STB) and KrisShop, Singapore Airlines’ flagship retailer, announced a three-year partnership today 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[1] 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. Please refer to the Annex for quotes from Design Orchard 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.”

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About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

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About KrisShop

KrisShop is an omnichannel retailer with a thoughtfully curated collection of products and content for consumers. Starting out as the inflight duty-free shop of Singapore Airlines, KrisShop has since evolved beyond the inflight catalogue with a flagship ecommerce and lifestyle portal, following a joint venture between Singapore Airlines, ground handler SATS, and duty-free retailer 3Sixty (previously DFASS Group) in November 2018. Anchored by its DNA of service excellence, KrisShop is committed to deliver impeccable experiences with unrivalled quality and value. 

With a repertoire of homegrown and global brands, KrisShop offers an extensive selection of products from around the world, showcased in concept stores that speaks to consumers’ beliefs and passion points. Wherever in the world they may be, consumers can buy inflight or online on KrisShop and have their shopping delivered to their doorstep or on board to their flight on Singapore Airlines, SilkAir or Scoot. Travellers can further enjoy duty-free prices when they shop inflight or pre-order to their flights. 

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Ms Santhi Tunas, Founder of Binary Style

We are excited to be among the pioneer Design Orchard brands to be housed on KrisShop’s With Love, SG concept store. Through the e-commerce platform, we’ll be able to gain more exposure outside of Design Orchard and reach a global audience, at a time when travel restrictions remain in place. We look forward to launching an exclusive collection in the concept store, and expanding our fanbase in the coming months.


Ms Stephanie Choo, Founder of EDEN + ELIE

The partnership between Singapore Tourism Board and KrisShop supports emerging local brands like us in many ways. We now have another online channel for people to discover our made-in-Singapore jewellery, and are excited to grow our business through a richer understanding and guidance on e-commerce strategies.



[1] Launched in November 2020, Made With Passion (MWP) is a national initiative that celebrates local lifestyle brands which bring to life the Singapore spirit of turning possibilities into reality. 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.