Leading hotel and spa textiles supplier, BC SoftWear, has significantly expanded its portfolio in 2025, with a string of new hotel and spa partnerships across the globe.
Having launched a new distribution centre in the Netherlands last year, and forged new alliances across the Middle East, BC SoftWear is now the partner of choice for The Ritz-Carlton Rabat, Dar Es Salam in Morocco and Nujuma, a Ritz-Carlton Reserve on the Red Sea in Saudi Arabia. The Anantara Hotels chain has selected BC SoftWear in its Dublin, Vienna and Budapest hotels, while Corinthia Hotels is working with BC SoftWear in Brussels, New York, Bucharest and Portugal.
Additional new partners include The Fairmont Golden Prague, Four Seasons Astir Palace Athens, Kempinski Hotel Bahia and Sani Resort in Greece. Both the Luxury Collection Hotel and the Autograph Collection Resort on Sindalah Island, NEOM’s first destination in the Red Sea, have also begun using BC SoftWear.
"We’re honoured to be working with the very best in spa and hospitality globally to provide guests with the 360? luxury experience they deserve,” says Sam Cooke, director at BC SoftWear. “Towels and robes are considered as an essential part of every hotel and spa’s offer, but they can be so much more, helping to make a property truly memorable, upping the level of luxury and significantly fuelling retail.”
“We recently moved to using BC SoftWear’s linens in our spa,” says Michelle Matthews, director of spa and wellness at Mandarin Oriental Hyde Park in London. “Their spa linens are soft and durable, and most importantly fit over our beautiful treatment beds so well. The guests love the robes, especially because they are so big and comfortable; that’s where we’re getting the most positive comments at the moment. Guests put on a BC SoftWear robe and feel like they are in luxury.”
“The quality of BC SoftWear’s products certainly enhances the guests experience,” adds Kerry Turpin, Global Head of Spa & Wellness at Corinthia Hotels. “Their environmentally friendly towels and robes also support Corinthia’s sustainability message and helping to reduce our laundry costs.”
Already the supplier of choice for many of the UK’s most prestigious hotels and spas, BC SoftWear has also added Y?TR? Signature Spa at Montcalm Mayfair, The Beaumont, The Mandrake, W Hotel London, Saltmoore and Matfen Hall to its growing list of UK partnerships. In Ireland, new partners include Dunluce Lodge, Killarney Park Hotel, Liss Ard Estate and Ballymaloe House Hotel.
“What’s significant is that each of these properties have all opted for something bold and unique, as hoteliers increasingly realise that their robe and towelling choices are more than just a compulsory add-on, they can be the difference that sparks a return visit,” adds Cooke. “Each of our new partners has made a shift towards uniqueness by creating something entirely distinctive for their property, some with colour, some with intricately stitched motifs and bespoke embroidered labels. This move is also fuelling retail, as the shift up in quality means guests are increasingly tempted to purchase their robe as a memento.”
