Floral Street enters hospitality with first-ever hotel amenities partnership
British fragrance brand Floral Street has partnered with hospitality specialist Groupe GM to launch its first-ever hotel amenities collection, marking the brand’s debut in the global hotel sector.
The exclusive range features Floral Street’s Electric Rhubarb fragrance across hand wash, body wash, shampoo, conditioner, hand and body lotion, and soap, alongside Groupe GM’s refillable Ecofill dispenser system, designed to reduce single-use plastic in hotels.
The partnership represents the latest stage in Floral Street’s expansion beyond traditional fragrance retail. Founded by Michelle Feeney in 2017, the independent British brand has continued to broaden its reach through retail partnerships, product innovation and collaborations, most recently launching a limited-edition fragrance with Netflix for the fourth season of Bridgerton.
Michelle Feeney, founder of Floral Street, said: “Everyone’s suddenly calling this ‘garden realism’, but at Floral Street we’ve been bottling that raw, cut-stem energy for years. Electric Rhubarb was already fizzing with fresh-picked brightness and bold florals long before the trend had a name. We didn’t follow this movement - we helped spark it.”
The collection uses formulas containing up to 98% naturally derived ingredients and forms part of Groupe GM’s wider sustainability programme, with refillable aluminium dispensers and plant-based packaging designed to reduce waste across hotel operations.
Laurent Marchand, President of Groupe GM, said: “Partnering with Floral Street allows us to blend our global hospitality expertise with their bold vision for sustainable, authentic perfumery. This exclusive hotel amenity line embodies our shared commitment to innovation, environmental responsibility, and delivering an exceptional guest experience.”
“We’re proud that this collection not only elevates hotel amenities but also aligns perfectly with Groupe GM’s Care About Earth program, advancing our mission to reduce environmental impact while delighting guests worldwide."
The collaboration comes as hotels increasingly partner with premium beauty and fragrance brands to differentiate the guest experience, while beauty brands continue to expand beyond traditional retail into hospitality, travel and lifestyle channels.
In May, Skin Rocks announced a new exclusive partnership with luxury coastal resort Fairmont St Andrews in Scotland. It marked the brand’s first collaboration with a Scottish luxury spa destination and brought the brand’s clinically focused skincare approach to the Fairmont Spa.
