In today’s luxury hospitality landscape, it’s no longer enough to simply meet expectations – you need to create moments that last. The smallest, most tactile elements of the guest experience can leave the longest-lasting impression. That’s where personalisation comes into its own.

At BC SoftWear, we’ve seen a sharp rise in demand for customisation – not just because it looks impressive, but because it delivers real returns in guest satisfaction, loyalty, and secondary spend. When a guest wraps themselves in a beautifully embroidered robe bearing their name or a distinctive brand motif, it speaks volumes about your attention to detail.

Ye Olde Bell Hotel & Spa, Slate Grey Bathrobes

Embroidery as a Brand Experience

Bespoke towelling is about far more than adding a logo. It’s about shaping your identity through texture, colour, and craft. Whether it’s a stitched monogram, a tailored label, or elegant piping, personalisation transforms everyday essentials into elevated, memorable moments.

At BC SoftWear, we offer in-house embroidery at our Maidenhead HQ and collaborate with trusted production partners for more complex or high-volume designs. This flexibility allows us to deliver precision, speed, and exceptional quality across a full range of bespoke towelling and robe options.

“Hotels are going beyond generic luxury – they’re looking for signature touches that reflect their brand personality,” says Barbara Cooke, CEO and founder of BC SoftWear. “We’re working with properties that want to make guests feel truly special, whether through bespoke labels, VIP embroidery, or personalised gifts that greet guests on arrival.”

Gilpin Lodge, Bespoke Bathrobes

Personalisation That Pays Off

Investing in personalised amenities isn’t just about making a statement – it’s a smart commercial move. Luxury hotels are increasingly offering embroidered robes as a retail item or VIP suite gift, tapping into guests’ desire to take a piece of their experience home.

“Custom robes are a powerful way to drive in-room retail,” says Cooke. “Guests are far more likely to purchase a robe that feels distinctive – it’s a meaningful memento that’s more lasting than flowers or fizz. Plus, it acts as a theft deterrent. If a robe feels like a luxury item, it’s something people want to buy, not just take.”

Designing for Every Guest – Even the Smallest Ones

Customisation is also becoming a family affair. High-end properties are now extending their bespoke offering to younger guests, creating embroidered robes in children’s sizes that mirror the adult experience.

BC SoftWear’s Comfy 100% cotton 400gsm towelling robe and Fleecy 300gsm bathrobe are available for ages 2 to 11 – both fully personalisable with embroidered logos and custom labels. These small but thoughtful additions boost guest satisfaction and can lead to additional sales.

“We’ve seen more hotels investing in children’s robes as part of their brand experience,” says Cooke. “It’s a charming way to build loyalty among families and drive those feel-good, shareable moments.”

Rocco Forte, Children's Bespoke Bathrobe

The Power of Touch: Why Texture Tells a Brand Story

Luxury is as much about feel as it is about look. High-quality towelling leaves a tactile memory – and when paired with a bespoke finish, it anchors your brand in the senses. From the softness of the cotton to the richness of embroidery threads, every element can speak to your values and vision.

With access to over 1,000 thread colours and custom Pantone matching, BC SoftWear’s embroidery team is equipped to deliver results that are not only beautiful, but unmistakably you.

Stitch Your Brand Into Every Stay

Ready to offer your guests more than just comfort? Let’s craft something truly memorable together. Contact the BC SoftWear team to explore how bespoke towelling can elevate your in-room experience – and your bottom line.