Holt Renfrew Gives a Hotel Theme to its Holiday Campaign

by · WWD
Sarah McLachlanCourtesy of Holt Renfrew

CHECKING IN: What do hotels have in common with luxury department stores?

According to Canada’s Holt Renfrew chain, it’s “beauty, elegance and warm hospitality” – plus a host of indulgent elements, from sweet treats and travel-sized beauty products – here served up in Christmas crackers – to pajama sets embroidered with Hotel Holts branding.

It’s all part of what the retailer is billing as its most extensive holiday campaign ever, spanning custom hotel-themed fixtures, festive decor, charitable good deeds – and parties.

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The latter have a distinct Canadian accent. On Thursday night, “Angel” and “Sweet Surrender” singer Sarah McLachlan gave a private concert at Holt’s Vancouver location, and Holt’s kicked in a donation to the Sarah McLachlan School of Music.

Indie-pop darling Feist did the entertaining in the Toronto flagship on Bloor Street, with proceeds going to that city’s Daily Bread Food Bank.

In Montreal, Les Grand Ballets Canadiens performed “The Nutcracker” in the Ogilvy location’s historic Tudor Hall, with monies allocated to a children’s fund.

The Hotel Holts collection is available at all locations, with tins of luxury cookies going for $22, playing cards for $40, and the pajamas running up to $295.

“It’s about gifting the feeling of a great hotel stay: the sense of escape, comfort and thoughtful care that makes travel memorable,” said Jerry Wu, Holt’s senior vice president of marketing. “Rather than introducing a traditional holiday collection, we’ve curated a range of little luxuries and unexpected details inspired by the world’s most exceptional hotels, while creating excitement and discovery throughout our stores.”

The retailer’s recently announced collaboration with Caviar Kaspia, which spans special menus at three Holt Café and gifts, is also part of its holiday package.