Parker&Morgan Launches Online Retail Site For Virgin Hotels

virgin hotels shop

Parker&Morgan, purveyors of luxury sleep and wellness products, has partnered with Virgin Hotels to create an online retail shop where buyers can create their own Virgin Hotels-like environment, including the patented and award-winning Lounge Bed. Guests who experience the reimagined hospitality experience are now able to bring elements of their stay into their own homes.

“The Virgin brand has a tremendous history in driving innovation and change,” says Parker&Morgan CEO Peter Whitford. “Bringing that expertise to the hotel industry is nothing short of a game-changer. We are thrilled to be able to extend the room experience beyond the property to further support brand loyalty.”

Parker&Morgan partners with marquee hotels and small luxury hotel groups to create exclusive online retail shops, reflective of the distinctive experience of each hotel. The company works closely with hotel designers and brand partners to expand the retail offering to gifts and decor reminiscent of their stay as well as products from prominent local artisans.

“Travelers want to make a connection to the places they visit,” adds Whitford. “There is nothing more intimate than bringing products into your own home.”

Virgin Hotels at Home Store features iconic room items like the SMEG mini-bar fridge and the Vespa Italian scooter desk chair. The showcase item is the Lounge Bed, which features an ergonomic, padded headboard and a unique corner seat at the foot. The Lounge Bed is offered exclusively through the Virgin Hotels At Home site.

Parker&Morgan manages all aspects of the online site as a seamless extension of the hotel’s own website. Parker&Morgan are retail and luxury experts who curate and manage the shopping experience including an on-call Sleep Concierge who can walk guests through the personal details of creating the most restful night or identifying elements from their hotel stay.


Parker&Morgan is headquartered in Pasadena, CA and operates in the U.S., Southeast Asia and Australia as purveyors of luxury sleep and wellness products. Their businesses include consumer-direct sleep and wellness stores, luxury hotel lines and the P&M Studio lifestyle brand. CEO Peter Whitford is the former Worldwide President at The Walt Disney Company overseeing Disney Store, Catalogue and Internet businesses. Prior to that role, he served as President and CEO of Structure, part of The Limited (Victoria’s Secret, Abercrombie & Fitch, Bath and Body Works. (

Virgin Hotels is a lifestyle hospitality brand “that combines heartfelt service, straightforward value and a seamless, personalized hotel experience with the track record of innovation and smart disruption that Sir Richard Branson’s global Virgin Group has pioneered for over 40 years.” Each property intermixes a passion for food and beverage with music and culture, fusing with the local landscape and providing a vibrant and inclusive environment for travelers and locals alike. Chicago opened in 2015, with New York, Nashville, Dallas and others to follow (
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