KrisShop is the flagship retail brand of Singapore Airlines, operating as an omnichannel retailer with inflight, online and ground-based shopping platforms. The brand began in 1974 as the airline’s inflight duty-free shop and has since evolved into a separate joint-venture company serving both travellers and non-travellers.[1]
Design and History
KrisShop underwent a significant brand revamp in August 2019, announced alongside the launch of its new website KrisShop.com at an event at the Raffles Hotel in Singapore on 21 August 2019.[2] The rebranding marked the transformation of KrisShop from a traditional inflight retail catalogue into a lifestyle e-commerce platform, part of a joint venture established between Singapore Airlines (70%), travel retailer 3Sixty (formerly DFASS, 15%) and ground services provider SATS (15%).[3]
At the launch event, KrisShop Chairman Campbell Wilson was photographed placing a symbolic “S” to mark the inauguration of the new omnichannel platform, underscoring the brand refresh as a central element of the company’s repositioning.[4] The revamped KrisShop.com was described as having a cleaner look with a new interface designed for more intuitive navigation.[5]
Earlier trademark registrations for the KrisShop name, filed by Singapore Airlines in Taiwan, indicate the wordmark has been registered in black (“墨色”, meaning ink or black) as a plain, two-dimensional mark. A registration from 1997 covers “KRIS SHOP” and a later registration from 2008 covers “KRISSHOP”.[6][7]
Meaning and Symbolism
The KrisShop name derives from the “kris”, a Malay word for a traditional dagger that Singapore Airlines adopted as a symbol of its service. The same root appears across the airline’s brand ecosystem, including the KrisFlyer loyalty programme and the KrisWorld inflight entertainment system.[8] No official documentation has been found describing specific symbolic meaning for the current KrisShop logo mark itself.
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