Size matters when caring for guests

BC SoftWear founder urges hotels to ensure they are inclusive and not alienating potential spa users

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 per cent, 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.”

Cooke agrees much more can be done: “Ultimately, we want to encourage operators to consider every guest who might walk through their door,” she says. “These insights reflect a broader shift in the market towards inclusivity and body positivity, but many spas are still unwittingly excluding guests.

“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.” The sizing campaign comes at a time when BC SoftWear has announced the opening of a distribution hub in the Netherlands as part of further expansion into Europe. The hub will enable BC SoftWear to offer a straightforward service to 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 customers require 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.