French luxury brand Lalique is taking its crystal wares to new heights through an alliance with Singapore Airlines.
Singapore Airlines (SIA) and French crystalmaker Lalique have agreed to enter into a strategic partnership, in the course of which Singapore Airlines will exclusively carry selected inflight items co-branded with Lalique in its Suites and First Class cabins. The partnership is set to start with the launch of Singapore Airlines’ next batch of Airbus A380s, deliveries of which are due to begin in the second half of this year featuring all-new cabin products.
Through the partnership, the airline will retail co-branded in-flight products such as toiletries and glassware in its suites and first class cabins. For Lalique, this represents an opportunity to introduce its brand range to a captive audience of affluent travellers.
Singapore Airlines (SIA) and Lalique have signed a memorandum of understanding, which reflects their shared goal of enhancing the on-board experience for suite and first class travellers. Together they will market a co-branded collection that includes loungewear, bedding, toiletries, amenity kits and glassware.
The amenity kits available to these passengers will feature both lifestyle and crystal gifts. Additionally, travellers will be able to take advantage of special offers for Lalique’s manufacturing site, its five-star hotel Villa René Lalique and its two-Michelin star restaurant in France.
SIA’s KrisShop Magazine will advertise Lalique items that can be purchased in-flight or via mail order from the consumers’ home.
This partnership will launch with SIA’s next round of Airbus A380s starting in the second half of 2017. From there, the two companies are considering a long-term working relationship, with the possibility of additional collaborations and an exclusive agreement a possibility in the future.
“We are very pleased to partner with Lalique to offer our premium customers exquisite luxury in the air,” said Marvin Tan, senior vice president, product and services at Singapore Airlines. “Both Lalique and SIA have a long heritage. Leveraging the strengths of both companies, we look forward to bringing the finest travelling experience to our customers through this co-brand initiative.”
“We are very excited about this strategic alliance with Singapore Airlines – one of the world’s leading airline and travel brands – to contribute to delivering more value to SIA passengers and frequent flyers,” said Lalique’s Chairman and CEO Silvio Denz.
Copyright The Duty Free Hunter 2019