Hotel boutiques are now destinations, not afterthoughts – from Positano to Tokyo

When Dior launched its Dioriviera pop-up concept in 2018, it took the fashion-hospitality collaboration to new heights. While brand takeovers are now common at luxury resorts and hotels – names like Loro Piana, Missoni, Balmain, Pucci and Dolce & Gabbana have all joined the pool party since – these are not enough for travellers who prefer to bring home something unique from the in-house boutique rather than sip cocktails on a monogrammed lounger. Fashion boutiques have always existed in luxury hotels, but over time, they have become destinations in their own right. Il Pellicano hotel in Tuscany was a pioneer with its hip boutique featuring cult labels and artisanal brands like Loretta Caponi. Emporio Sirenuse, located inside the Amalfi Coast’s iconic Le Sirenuse hotel, is another fashion favourite and offers a cool curation of objects. “There are a small handful of hotel retail concepts out there that aren’t just an extension of the hotel,” says Kim Bui Kollar, co-founder of Beaureguards at the Rosewood Hong Kong. “Historically, the retail portion of the hotel was a bit of an afterthought. What separates the exciting hotel retail concepts now is the curation.” Today’s hotel boutiques are not just stocked with a wide range of big names. Inside, you’ll find branded merchandise and exclusive lines made in collaboration with well-known fashion brands. Denim brand Frame is known for its Ritz Paris collection, while Sporty & Rich has created covetable merch for The Carlyle New York. The St Regis has teamed up with Los Angeles-based contemporary label Staud, while The Ritz-Carlton’s Late Checkout series was designed by a Madrid-based brand of the same name. Rosewood Hotels also recently partnered with accessories brand Clare V. Aman Resorts has its own line of branded apparel, Aman Essentials. More recently, it launched Aman Tennis Club, a tennis-inspired collection, which is now available outside its hotels at hip boutiques like The Webster in Miami. Going beyond exclusive wares, the hotel boutique has become a place where guests can enjoy immersive experiences. This includes limited edition pop-ups offering niche items, unique concepts and meet-and-greets with creatives. For example, the Upper House in Hong Kong is showcasing its sustainability credentials by hosting pop-ups with preloved retailer Hula, while Trunk (Hotel) in Tokyo has opened a “convenience store” that’s both fun and unexpected. Beaureguards is another space that is attracting locals and visitors alike with its cool edit of merchandise and unique programming. Its latest in-store project, The Palm Library, has hosted residencies with the likes of tailoring brand Ascot Chang, and fashion designers Christopher Esber and Ian Hylton; a book signing with photographer Scott Schuman of The Sartorialist; and more recently, a Celine by Phoebe Philo Archive pop-up. “For us it’s about specialised service, an intelligent edit and unique experiences including meaningful conversations and exchanges,” says Bui-Kollar. “These curated events are a great opportunity to engage with the Hong Kong community and bring a unique experience for the hotel guest travelling through. Our hope is that when this guest comes back, they make a point to visit and see what’s new.” After all, there’s nothing more gratifying than showing off your holiday purchase long after you’ve gone home. 5 hotel boutiques to visit now Beaureguards Unveiled at Rosewood Hong Kong in early 2025, this retail concept is the brainchild of two fashion veterans – Kim Bui Kollar and Kelly Wong. Inspired by a life of travel, it’s stocked with an extensive range of merchandise, from limited edition books, paintings and incense to one-of-a-kind embellished Hermès bags, local ceramics and even hot sauce. Hotel guests can enjoy events or pop-ups where they can meet one of the many creatives or designers that have created exclusive items for the store, including Diotima, Christopher Esber, J. Logan Home and jeweller Pacharee. Dolores You wouldn’t expect to find a cult fashion boutique in the Caribbean, but Dolores, a concept store located at the buzzy Palm Heights hotel in the Cayman Islands, proves otherwise. It features a covetable edit of emerging and established designers, many of whom are from the Caribbean diaspora. Its list of collaborators is equally impressive and includes Emilia Wickstead, Christopher John Rogers, jeweller Charlotte Chesnais and homeware brand Gohar World. Like all great stores, it hosts numerous trunk shows and boasts an in-house cafe where you can indulge in cocktails or listen to live sets by a DJ. Emporio Sirenuse The boutique at Le Sirenuse, a picturesque hotel located on the clifftops of Positano, was originally designed as an extension of the hotel’s visual world and way of life. Initially it stocked items that guests wanted to take home, such as clothing and objects that reminded them of their stay, but it has evolved into a lifestyle universe inspired by Positano and shaped by travel, craftsmanship, culture and a Mediterranean sensibility. Look for homewares produced by a local artisanal workshop, and the hotel’s in-house resort wear and accessories lines designed by Viola Parrocchetti. Il Pellicano Boutique This hotel has been attracting the style set since it first opened on the Tuscan coast in the 1960s, so it makes sense that its in-house boutique can easily rival any city ones. Curated by the hotel’s creative director Marie-Louise Sciò, this one-stop destination offers everything from chic evening wear and breezy beach staples to elevated homeware and precious jewellery, alongside its own branded products. A dedicated Issimo corner highlights products inspired by the Italian lifestyle, from artisanal homeware and recipe books to beauty and wellness. Trunk (Store) Tokyo is a city famed for its convenience stores, but the one at Trunk Cat Street offers a different proposition altogether. Located in the trendy neighbourhood of Shibuya, this concept store invites guests to mingle and socialise while browsing a cool selection of functional and sustainable items, including mugs made of recycled pottery, organic snacks and sweets, and other locally produced items made especially for the hotel. Everything is available in limited quantities, including the fashion apparel, which features special edition T-shirts and hats by local brand Nonnative, and other Japanese must-haves like tabi socks.

Hotel boutiques are now destinations, not afterthoughts – from Positano to Tokyo

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Why top hotels like Rosewood, Aman, Upper House and Il Pellicano have taken their lobby boutiques upmarket – plus 5 to visit on your next trip

Why top hotels like Rosewood, Aman, Upper House and Il Pellicano have taken their lobby boutiques upmarket – plus 5 to visit on your next trip