The Luce Hotel and Baby Turtle Beach Club
Retail product design & production management
The Luce Hotel approached us ready to build a retail offering that felt as considered as the hotel itself. Not a selection of branded merchandise or products chosen from a catalogue. A collection drawn from who they are, what their guests come to experience, something worth taking home. They also asked us to create a collection for a sister project, a restaurant and shop located on the beachfront called Baby Turtle Beach Club.
We did everything up until the delivery to the hotel and handle reorders whenever they need them.
WHAT THEY HAVE NOW
The Luce & Baby Turtle Beach Club now have a collection of twenty-five branded products, alongside a curated wholesale selection chosen for brand alignment.
Retail revenue extends beyond room sales, and purchases extend the hotel's reach beyond its location: guests leave with something that captures the feeling of their experience. A tactile memory, practical and beautiful enough that they don't need convincing to buy it. Margins range from 60% to over 80% depending on the product, with the wholesale selection at 40–60%.
Limited editions are already underway, with more to follow when the time is right. Over time, more of the wholesale selection could transition to the hotel's own label, building equity with each product.
WHAT WE DID
How do you build a retail collection from nothing and end up with product in your shop?
We developed a product strategy for the collection, built around the hotel's brand: deciding what would carry the collection versus simply support it, and where wholesale would extend the range. Together with the hotel, we worked through a larger draft before narrowing it down to a final branded collection of twenty-five products, each budgeted and evaluated against the whole before any supplier was approached.
Alongside it, a curated wholesale selection chosen for fit and margin gave the shop depth and variety.
“We wanted a shop of branded products in our hotel and didn’t know where to start. Sara and Steph built a collection of more than forty products around the hotel and handled everything through to delivery. During sampling, they picked up on details we hadn’t noticed, and every change they suggested made the product better. We’re really happy with the result, and we’ve since added a new seasonal product.”
— Jeremy da Silva, GM at The Luce Hotel &
Alec Billiet, Head of Investment Management at The LCP Group