The Spa at Breedon Priory is a haven in every sense of the word.

Nestled within 24 acres of countryside in the heart of the East Midlands, the spa offers its clients a calm oasis to feel relaxed and revived.

Breedon Priory

We’ve had the pleasure of working with Breedon Priory since April 2021. Their discerning approach to guest satisfaction requires attention to detail and, often, the efficiency to deliver within a quick turnaround.

We were delighted to supply them with a range of bespoke spa towels, linens and accessories – and equally delighted so by the reaction our products inspired.

PURE INDULGENCE

The Spa at Breedon Priory is an indulgent environment, with each detail carefully considered to enhance their guests’ experience and, importantly, their wellbeing.

Feeling immersed in the tranquillity of the spa is heightened by the luxurious linens and accessories that are selected.

With our experience of the specific needs of a day spa, we recommended spa towels, robes and treatment linen that would deliver on feel, quality and durability, with the required choice of colour palette, fabric weight and texture.

It was also important that we could reassure Breedon Priory that availability and continuity of supply could be maintained for their thriving business.

HOSPITALITY SUITE

We supplied The Spa at Breedon Priory with a full suite of products to make their guests’ experience as luxurious as possible, whilst ensuring the practicality of easy to launder, quick drying fabrics.

ECO-FRIENDLY FOCUS

Energy saving and environmental issues are high on the agenda for every spa managing a high client turnover. Breedon Priory wanted to balance these important aspects with the comfort of their guests. Our range of eco-friendly towels provided the perfect solution.

Our SupremeSoft range is beautifully soft, and the blended cotton is ideal for spa treatments as it absorbs less oil. The lightweight fabric means that 70% less energy is used, and drying time is improved by 31% compared to traditional towelling.

Breedon Priory chose our treatment blankets, couch covers, our jumbo sheets with head holes and bathrobes in a range of sizes.

Our SmartKnit hand towels are available in two sumptuous weights – 450gsm and 550gsm. Breedon Priory were impressed by the knitted weave of this towel – it will not pull or tear, so it’s long-lasting, and also has the energy saving benefits of our SupremeSoft range.

ALL-IMPORTANT TOUCHES

Breedon Priory recognised our Comfy manicure towel as a cost-effective choice. It retains its soft fluffiness, whilst its smaller size is both practical and saves on laundry costs.

Soft and luxurious, our stylish waffle Serenity Lounge Chair Covers were chosen to dress the poolside chairs at The Spa at Breedon Priory. With a large sewn pocket at one end, the covers stay put and their lightweight yet absorbent fabric is easy to wash and quick to dry. Our flip flops are the perfect additional poolside touch that spa guests love to take home.

BRAND EQUITY

We were pleased to carefully replicate The Spa at Breedon Priory logo on their flip flops, towels, bathrobes and treatment blankets. Jemma Whitney, Spa Director, was clearly thrilled with the results:

The embroidery is always perfectly placed and each new order is identical to the last.

The guests love to take home their ‘The Spa at Breedon Priory’ customised flip flops and re-wear these time and time again.

The quality of the products from BC SoftWear is second to none, the innovative SupremeSoft collection is our preferred choice for the quick drying time and luxurious feel for our guests.

DEDICATED SERVICE

Working with brands such as The Spa at Breedon Priory has given us a deep understanding of the day to day needs of luxury spas and the exacting standards that delight their guests.

If you would like any information on our products, our helpful team will be pleased to talk through your specific requirements on 0845 210 4000 or email [email protected]. Or if you prefer, browse our extensive, luxury collections online.

Leading spa textiles supplier, BC SoftWear, has announced the opening of a new distribution hub in the Netherlands as part of its further expansion into Europe. The hub will enable BC SoftWear to offer a seamless service to its European customers and ensure new accounts can get up and running without delays.

Sam Cooke, director at BC SoftWear, explains: “Since Brexit we have been striving to make seamless service a standard our customers from the EU community can always expect. With our new distribution hub opening in the Netherlands, no hotel or spa in Europe need worry about customs clearance or cost difference. Our long-term goal is to provide a customs-free journey for customers. Our ultimate aim is to have a selection of stock always on the shelf in the Netherlands to ensure quick delivery and a seamless service across the channel.”

After conducting extensive research, BC SoftWear identified the Netherlands as an emerging hub for UK companies to supply their products and services to the EU market following Brexit. The pro-business climate, along with its strategic location and multilingual workforce, means it increasingly serves as a gateway to mainland Europe for UK businesses.

“We conducted a careful search of logistics partners to find companies with experience in dealing with UK brands, global reach in logistics and, most importantly, the same service-orientated culture as BC SoftWear,” continues Cooke. “We’re confident the partner we’ve chosen to work alongside will provide an efficient service throughout Europe, distributing new orders plus replacement stock if customer requires a quick top up swiftly and smoothly.”

With sustainability in mind, BC SoftWear will ship its towels and bathrobes directly from its factory in Turkey to the Netherlands. Footwear will be shipped directly from China, cutting out the extra travel time to the UK and back to the EU, and so helping to further reduce BC SoftWear’s carbon footprint.

BC SoftWear provided its first order through the hub to the new One&Only Kéa Island in Greece. As a preferred supplier for Marriott International for the EMEA region, BC SoftWear will now be able to provide their sites with a seamless delivery service.

Leading spa textiles supplier, BC SoftWear, is urging the industry to consider the range of bathrobes it is stocking, in a bid to highlight the vital role spas can play in supporting inclusivity. The company, which has been supplying luxury robes to spas for 21 years, is appealing to the sector to offer more appropriately sized robes for plus-sized guests as standard.

BC SoftWear has already seen a surge in demand for its 2XL bathrobes, a clear indication of the rising need for plus-size apparel in the spa and wellness industry. Notably, sales figures more than doubled from 2019 to 2024 for these larger-sized robes. Demand for 3XL and 4XL bathrobes has also surged by more than 200%, with BC SoftWear being one of the only companies to cater to this market.

Barbara Cooke, BC SoftWear’s founder and CEO, explains: “Whether these robes are needed for plus-sized guests, pregnant women, male visitors or guests who want to size up for extra comfort, it’s clear that by not providing an array of robe sizes we’re alienating groups of people from our spas and not behaving inclusively. If spas don’t offer large enough robes, this can be a deterrent for guests who already feel unsure about visiting. There are still too many spa operators who don’t consider this at all when looking at their operational budgets, meaning they’re excluding a significant segment of a market.”

The plus-sized community is speaking out across social media to highlight the issue of inappropriate robe sizing in spas. Amy Bates, founder of The Beauty Rebellion, which promotes inclusivity, diversity and body positivity, says: “I applaud BC SoftWear for urging spas to expand their range of robes and for its dedication to being a size inclusive company. This commitment to embracing diversity will only be effective if spa leaders make the decision to offer wider size ranges and also train staff to understand how to sensitively assess the correct size for each individual.

“As an industry, it's vital the spa sector recognises the impact its services can have on body image – we’re inadvertently perpetuating negative stereotypes if we fail to cater to diverse body types. Robes may seem like minor details, but they represent a significant barrier to inclusion and comfort for many. It’s estimated 67% of the UK are size 18 and above, so it's clear current offerings only cater for the mythical ideal body. It’s important we drive a cultural shift across the entire industry sooner rather than later; I hope to see more brands leading with inclusion in mind.”

BC SoftWear is unique in offering robes ranging in size from small to 4XL; most only go up to XL, with a small number offering 2XL. The 3XL segment has shown remarkable growth since 2019 – a 256% increase. Last year, BC SoftWear introduced additional colours to its plus-sized robes collection, to ensure no one is made to feel like they stand out.

Despite the marked increase in the number of spas buying its larger robes, Cooke agrees much more can be done to ensure every spa is set up to make all guests feel as comfortable as possible. “Ultimately, we want to encourage operators to consider every guest who might walk through their door,” says Cooke. “These insights reflect a broader shift in the market towards inclusivity and body positivity, but many spas are still unwittingly excluding guests. As we continue to expand our offerings, we remain committed to catering to the diverse needs of all our customers, ensuring comfort, style, and quality remain at the heart of what we offer.

“Our client Champneys has bought every robe size possible for more than 10 years now. A pioneer in wellness, this highlights their sustained commitment to inclusivity and catering to a diverse clientele, including plus-sized guests, aligning with our mission to provide for a varied customer base.”

Leading hotel and spa textiles supplier, BC SoftWear, has further strengthened its business development team with the addition of three new staff members.

The new team will help BC SoftWear continue its focus on developing customer relationships as well as pursuing growth globally.

Melanie Sanderson joins BC SoftWear as Business Development Manager for the North of England. Previously a Senior Spa Operations Associate with ESPA, Sanderson brings with her more than 20 years of experience in the spa sector. She has worked in operations as both a therapist and a spa manager before moving into a business development role with leading skincare supplier, ESPA. “I have extensive experience in what luxury travellers expect when arriving at a hotel or spa, as well as in how spa treatment rooms should be set up to support both the guest and therapist,” says Sanderson. “Whether a guest is washing their hands, taking a shower, relaxing in a robe or lying on a treatment couch, the feel of the product next to their skin elevates their sense of luxury and shows an attention to detail when it comes to guest experience. I’ll be working with existing and new clients to introduce BC SoftWear as a way to enhance the guest journey within their business.”

Joseph Hopson joins BC SoftWear with laundry-based experience. Formerly Business Development Manager at Oxwash, a Net-Zero laundry service, Hopson will now assume the role of Business Development Manager. Hopson brings with him an understanding of the pressures and daily challenges faced by Executive Housekeepers and Spa Managers striving to maintain pristine standards. “In my previous role, I expanded the business across its four UK sites, collaborating closely with housekeeping and spa teams. This hands-on experience has provided me with invaluable insights into the nuanced needs and preferences of housekeeping and wellness professionals,” says Hopson. “BC SoftWear’s towels and robes stand out as some of the longest-lasting I've come across, boasting far longer lifespans than others on the market. Towelling, bathrobes and spa linens may seem like a small detail, but these are the things guests interact with most intimately during their stay. The right linens can make them feel pampered, comfortable and truly cared for.”

Lastly Christopher Maule joins the BC SoftWear team as Business Development Manager – Scotland. Formerly International Trade Sales and UK Business Development Manager at Primal Strength, Maule has more than 25 years of sales experience in the UK health, fitness and leisure markets. He is tasked with developing long-term relationships and enhancing growth throughout Scotland, Maule says: “Guests expect an ever more luxurious offering and BC SoftWear’s towelling, bathrobes and spa linens are at the leading edge of this experience.”
 
Barbara Cooke, Founder and CEO of BC SoftWear, adds: “Our new starters all know the luxury hotel and spa markets extremely well, and understand the importance of providing high level service and top-quality products. They will be a huge asset to BC SoftWear as we look to expand our sales globally in the coming year.”

Leading hotel and spa textiles supplier, BC SoftWear, has entered into a new distribution partnership with BeiYang Crea8tive (Shanghai) Co. Ltd, based in Shanghai, China.

BeiYang Crea8tive is the Chinese representative of both Ellisons and German treatment bed specialist Gharieni. BeiYang is also the exclusive distributor of Thermabliss products including the Lava Shells in China, Hong Kong, Macau and Taiwan. Established 14 years ago, Beiyang’s team of global experts delivers spa tools, products and services to globally renowned spa centres throughout China.

As a spa solution company from concept to operation, Beiyang Crea8tive has this year worked on design consultancy for Maha Spa, the new brand under Adrian Zecha, founder of Aman Resorts. The team is also consulting on the forthcoming spa at the second Waldorf Astoria hotel in Shanghai and the Italian-themed Luna Lake Spa in Ningbo.

Sam Cooke, BC SoftWear’s Sales Director, says: “We’re thrilled that spas and hotels in China will now have access to BC SoftWear’s full range of products thanks to our new collaboration with BeiYang Crea8tive. It’s an honour to partner with such a well-connected team, who fully appreciates our exclusive range and are on board with our aim of helping spas and hotels to save money while offering their customers the very best quality.”

In 2020, Beiyang Crea8tive initiated its Fengtai Project to help facilitate comprehensive transformations of spa enterprises in China. Through defined strategies, advanced concepts and distinctive brand attributes, Beiyang Crea8tive seeks to cultivate locally impactful and unique spa brands. Currently, the Fengtai Project has been launched in Shanghai, Changchun, Xi'an, Zhangjiagang and Ningbo.

Lynhuang, CEO of Beiyang Crea8tive, has worked in the spa industry for 15 years, and been involved managing and designing spa brands for more than 30 spa projects in China. “My ambition is to bring enduring value and expert knowledge to China's spa industry,” she says.

“Beiyang Crea8tive are focused on creating genuine value within the spa field. We are pleased to introduce BC SoftWear’s high quality products to the Chinese market. Their supreme quality towels and spa linens will make a big difference to the brands we work with. We believe their range of towelling products and unique treatment bed sheets will prove to be extremely popular in our market.

“Partnering with BC SoftWear will allow us to provide innovative, cutting-edge solutions and the finest luxury towels and linens to the flourishing of the wellness industry.”

Leading spa textiles supplier, BC SoftWear, has expanded its reach once more with a string of new partnerships at high-end UK spa developments.

Already the spa linens company of choice for many of the UK’s most prestigious spas, BC SoftWear has now added Yorkshire Spa Retreat, Laceby Manor, Manor House Alsager, The Lowry and Breedon Priory to its growing list of spa partners.

Karen Hesketh, Business Development Manager at BC SoftWear, says: “It’s an honour to have been selected by some of the best new spas in the country – increasingly BC SoftWear is becoming the go-to for high end spas and we’re proud to service their textile needs. It’s nice to see new spas branching out and choosing something different, and to be able to meet those very individual demands from growing businesses.

“Yorkshire Spa Retreat in particular has pushed boundaries, selecting bespoke hooded robes for extra guest comfort when using their natural wild swimming pool. This trend for bespoke items is showing no sign of abating – spas want to stand out as different while still being practical, and bespoke offerings are also a great way to increase secondary spend.”

At the Spa at Laceby Manor, 650gsm jumbo sheets have been selected to go over clients on the treatment bed, creating a generous and sumptuous feel. In the quirky and rustic garden spa at Manor House Alsager, the emphasis is on comfort and warmth in the outdoor space.

General manager and founder, Jess Mellors, says: “It has been great to work with BC SoftWear, the quality is consistently high and we have always received excellent service. Our lido towels have become a signature part of the spa’s charm. With the majority of our spa experiences outside, BC Softwear’s cosy, warm robes are a high priority item for us.”

“The Spa at Breedon Priory is proud to partner with BC SoftWear, who share our commitment to sustainability,” says Spa Director Jemma Whitney at Breedon Priory.

“Their Smart Knit eco range manages to deliver premium products with quick washing and drying times to cut down on our energy consumption, with no compromise in quality.

“BC SoftWear always provide a high standard of embroidery on all items ordered with quick and efficient delivery; this is reassuring for our growing business.”

Kas Wilson, spa manager at Yorkshire Spa Retreat, adds: “I can’t fault the service and quality of the products we’ve received from BC SoftWear. Their ability to personalise our robes, bedding and flip flops gives an exclusive and luxurious feel. The treatment bedding is second to none – we struggle to get the guests off the couch, they are so cosy! If you are looking for long-lasting, high-quality bedding, BC Softwear is the one.”

Leading hotel and spa textiles supplier, BC SoftWear, has been chosen to supply robes and towels to a series of unique new build hotels, all of which were built during the pandemic.

The new partnerships, all with brand new UK hotel developments, include the distinctive Chateau Denmark in London, the Mayfair Townhouse, also in London, Haycock Manor in East Anglia and Cashel Palace in Co. Tipperary, Ireland, Fairmont Windsor Park, The Retreat at Elcot Park and TwentyTwo London.

“What’s significant is that each of these hotels have all opted for something different, something above and beyond,” explains BC SoftWear CEO and founder, Barbara Cooke. “White towels and robes have been the standard in high end hotels for the 20 years that BC SoftWear has been in business. Now properties are being much bolder and in particular choosing colour. Even 10 years ago, anything other than white was unheard of. Each of our new partner hotels have made a shift towards uniqueness, some with colour, some with the exceptional quality of the robe they’ve select, some with intricately stitched motifs and bespoke embroidered labels.

“This move towards creating something entirely distinctive for a property is also fuelling retail, as the shift up in quality means guests are increasingly tempted to purchase their robe as a memento.”

Chateau Denmark, an exclusive new London property inspired by Denmark Street’s ‘rare hustle’, has opted for the Bespoke Hamptons robe in purple with an intricate motif that encompasses more than 50,000 stitches on the back of every robe.

While Mayfair Townhouse, part of the Iconic Luxury hotel collection has selected both BC SoftWear’s Sumptuous robes and towels, Haycock Manor and Gleneagles Townhouse in Edinburgh will open with Elegance robes. BC SoftWear has created a bespoke forest green colour and neck label for the Gleneagles Townhouse.

The Fairmont Windsor Park has opted for the Bespoke Hampton robe in beige, all bespoke towels in the bedrooms from the new Opulence range, and coir-soled biodegradable slippers in the spa. The Retreat at Elcot Park has selected BC SoftWear’s towels and robes for both the hotel and spa, using an unusual slate grey robe in the bedrooms.

Barbara continues: “We’re delighted to be working with the very best in the business to provide hotel guests with the luxury experience they deserve at each of these new facilities. We’re committed to playing our part in making sure every customers’ experience is the very best it can be.”

BC SoftWear is already the towelling company of choice for many of the UK’s most prestigious hotels including Chewton Glen, Pennyhill Park, Champneys, Cliveden Hotel and Spa, and Fairmont St. Andrews Hotel & Spa.