At BC SoftWear, our mission has always been simple – to elevate the guest experience through exceptional textiles. Now, in 2025, we’re proud to announce a major expansion of our international presence, with a series of prestigious hotel and spa partnerships that reflect our commitment to quality, innovation and global reach.

With new clients from Europe to the Middle East, and a growing presence in the UK and Ireland, BC SoftWear continues to lead the luxury towelling sector, offering performance, elegance and innovation in every thread.

Strong Growth Across the Middle East and Europe

Following the launch of our Netherlands distribution centre last year, we’ve seen exceptional growth across Europe and the Middle East. BC SoftWear is now the trusted supplier for The Ritz-Carlton Rabat, Dar Es Salam in Morocco and Nujuma, a Ritz-Carlton Reserve on the Red Sea in Saudi Arabia. We’ve also partnered with Anantara Hotels in Dublin, Vienna and Budapest, and expanded our relationship with Corinthia Hotels in Brussels, New York, Bucharest and Portugal.

Other notable new clients include Fairmont Golden Prague, Four Seasons Astir Palace Athens, Kempinski Hotel Bahia, Sani Resort in Greece, and Longevity Hub by Clinique La Prairie in Doha, Qatar.

Four Seasons, Athens

On Sindalah Island – the first tourism destination within Saudi Arabia’s ambitious NEOM project – both the Luxury Collection Hotel and the Autograph Collection Resort have now begun using BC SoftWear, further cementing our reputation as a supplier of choice for future-focused luxury.

A Growing Client Base in Ireland and the UK

In Ireland, we’re delighted to now supply luxury and boutique hotels including Dunluce Lodge, Killarney Park Hotel, and Glasson Lake House Spa, as well as destination properties like Liss Ard Estate and Ballymaloe House Hotel.

We’ve also welcomed a wide range of new Irish partners across the country, including:

• Radisson Red

• Dunboyne Castle

• Wineport Lodge

• Tullfarris Hotel & Spa

• VOYA Seaweed Baths

• Killashee House Hotel

• Eden One Spa

Our growth in the UK continues at pace, with new partnerships spanning some of the capital’s most distinguished destinations and beyond. These include:

• YĀTRĀ Signature Spa at Montcalm Mayfair

• The Beaumont

• The Mandrake

• W Hotel London

• Saltmoore

• Sofitel St James

• Park Hyatt London River Thames

• Matfen Hall

The Beaumont, Mayfair

Elevating Towelling from Utility to Luxury

“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 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.”

More than ever, hotels and spas are moving away from standard white robes and linens and embracing bespoke designs that reflect their brand identity – through embroidered logos, signature colours, and custom details.

From Guest Touchpoint to Retail Opportunity

“What’s significant is that each of these properties has opted for something bold and unique,” adds Cooke. “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.”

This drive for uniqueness is also reshaping retail. With more guests asking to purchase the robes they’ve experienced on-site, BC SoftWear partners are capitalising on new retail opportunities – offering luxurious, branded products as beautiful keepsakes.

Kempinski Hotel Bahia, Spain

Looking Ahead

As our global presence continues to grow, we remain focused on delivering the highest standards of textile innovation, luxury and customisation. From landmark hotel openings to boutique wellness retreats, BC SoftWear is proud to partner with the properties that define excellence in hospitality.

Want to see how we can help elevate your spa or hotel?
Explore our hospitality page, or get in touch to speak with our expert team about tailored textile packages, embroidery options and sustainable performance ranges.