Barbour and Hemlock Neversink partnered for a collaboration around contextual commerce.
A growing number of retailers are embracing hospitality partnerships as a form of contextual commerce. By partnering with resorts and hotels, brands can place their products within a highly relevant retail context where utility and style complement the setting and destination.
In recent years, we’ve seen a number of luxury brands partnering with hotels to create bespoke experiences while putting their collections front and center.
Consider Balmain’s collaboration with Athens resort One&Only Aesthesis or DiorSpa at Aspen ski resort The Little Nell—both demonstrate how luxury labels can integrate their products and ethos into guest experiences.
Luxury brands aren’t the only ones collaborating with hospitality partners. Heritage brands, specifically those in the fashion vertical, are also finding success with these collaborations.
One example is a recent partnership between Catskills resort Hemlock Neversink and heritage brand Barbour. The 230-acre Hemlock Neversink allows guests to immerse themselves in nature and enjoy outdoor activities. Barbour, known for its durable and innovative outerwear, fits right into this environment.
With this partnership, both brands set out to create a seasonal guest experience that effectively incorporated Barbour’s products into the outdoors-focused offerings at Hemlock Neversink.
For example, guests get access to a “Barbour Borrowing Closet” on-site, where they can take out Barbour items like waxed jackets and Wellington boots during their stay.
The idea behind the borrowing closet is to introduce visitors to the quality and functionality of Barbour's products in tandem with outdoor experiences at Hemlock Neversink, such as visiting the goat farm or going snowshoeing.
“Our philosophy is all about spending time outdoors and enjoying nature with friends, family, and loved ones,” said Paul Stephan, Barbour’s Vice President of North American Marketing.
Stephan went on to say that partnering with hotels with similar values fits this ethos well, offering customers a chance to explore the outdoors while learning about the brand and its products as part of their guest experience.
The hotel also features an on-site Barbour Shop where guests can buy items from the on-loan collection or explore exclusive seasonal selections, such as Barbour's Fall/Winter items, including beanies, heavy coats, and gloves.
To further integrate the partnership, on-site activities and events like “Sip and Shops” hosted by a Barbour representative offer guests an opportunity to learn more about the brand's sustainable practices and more than a century-long heritage.
This integrated approach is put in place to leave an impression about the brand tied to the experience. As a result, guests recall the brand long after their visit. Studies have shown 70% of emotionally-connected customers tend to spend twice as much, and that emotional engagement can boost revenue by up to 5%.
Experts agree. “Brand taste is a common thread, a throughline, connecting different areas of culture into a recognizable brand narrative,” said Ana Andjelic, a brand executive and author. “Cross-category collaborations are world-building at their best, and world-building based on cross-cultural collaborations creates fandoms.”
On top of the relationship-building, these types of collaborations serve brands well by addressing one of the biggest reasons customers shy away from online fashion shopping: the inconvenience of not being able to try on the item. With this type of contextual commerce, guests can “try before they buy,” thus boosting the likelihood they will purchase a product.
This intersection of hospitality and retail opens new doors for guest engagement—and it shows up in many ways.
The WHEAT Collection, for instance, sets up boutique retail experiences in luxury hotels. Then, there’s The Standard Hotels, which introduced The Standard Shop in response to guest demand for bedding and bath supplies.
These examples show how combining retail and hospitality is a winning arrangement for both parties.
Guests are offered greater convenience or a unique experience, while brands can reach potential consumers more organically by creating memorable, immersive moments. Shared values make these collaborations a natural fit, paving the way for experiential travel and retail.
