Floral Street enters hotel amenities with first exclusive hospitality line

Floral Street is entering the hotel amenities sector with the launch of its first-ever exclusive hotel line, developed in partnership with Groupe GM. The independent British fragrance brand has partnered with the global guest amenities specialist to bring its scent-led, sustainability-focused approach into hotels, spas and hospitality bathrooms for the first time.

The new line marks a strategic expansion for Floral Street, moving the brand beyond fine fragrance and home scent into guest amenities. It also reflects the growing role of fragrance in hotel experience design, as hospitality operators look for amenity partnerships that feel more distinctive, sensorial and brand-led than traditional bathroom products.

Developed for modern hospitality environments, the Floral Street hotel line includes hand wash, body wash, shampoo, conditioner and hand and body lotion, all infused with the brand’s Electric Rhubarb fragrance. At its heart, Electric Rhubarb blends sparkling English rhubarb with Island Gardenia and soft sandalwood. The scent brings Floral Street’s contemporary British identity into the hotel bathroom, combining fresh, green brightness with a soft floral and woody finish.

The range has been developed with formulas containing up to 98% natural origin ingredients and is packaged with a focus on reduced environmental impact. The main format is Groupe GM’s patented 300ml Ecofill aluminium dispenser system, which uses sealed, changeable pouches for a refillable and traceable solution.

The Ecofill system has been designed to reduce waste while simplifying hotel operations. Its slim aluminium format can be integrated into a wide range of bathroom environments, from compact urban hotel rooms to larger luxury suites. The dispenser also includes two visibility windows, while housekeeping teams can replace pouches in under 30 seconds by removing the top and inserting a new refill.

The line also includes a 30ml hand and body lotion housed in plant-based tubes with caps made from recyclable material. Completing the collection is a 20g scented soap, RSPO-certified and enriched with glycerin, presented in floral recyclable cardboard packaging.

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.”

Floral Street was founded by beauty entrepreneur Michelle Feeney and is positioned around accessible fine fragrance, individuality and eco-conscious perfumery. The brand has built international recognition through its modern fragrance portfolio and cultural collaborations, including its partnership with Netflix and Shondaland’s Bridgerton.

The move into hotel amenities extends Floral Street’s universe into a new hospitality setting, allowing guests to experience the brand through the daily rituals of cleansing, bathing and fragrance.

The Electric Rhubarb scent also taps into one of the year’s emerging fragrance directions: so-called “garden realism”, where perfumers move beyond florals alone and explore the full sensory landscape of the garden, including green stems, tart fruit, damp earth and fresh-cut botanical notes.

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 Floral Street hotel amenities line is available through Groupe GM.