From Home Furnishing Business
West Elm to Launch Hotel Chain
West Elm, the fast-growing Williams-Sonoma (WSM) brand, announced it is expanding into the hospitality industry and will open West Elm Hotels in five cities beginning in late 2018.
The venture is part of a partnership with hospitality management and development company DDK.
“After twenty-six consecutive quarters of double-digit comparative growth, including our successful entry into the commercial furnishings market with West Elm Workspace, we’ve created an active bond with our customers that can extend beyond home and work,” said Jim Brett, president of West Elm. “By adapting the framework design of each hotel to reflect the mood and identity of its host city, we will continue to engage the adventurous spirit of our customers as they follow us to our next level of hospitality.”
The first properties are expected to be located in Detroit, Minneapolis, Savannah, Ga., Charlotte, N.C. and Indianapolis. Additional locations will be announced in the future.
The company said each West Elm hotel will feature local design elements that celebrate community and reflect traditional décor, handicraft, cuisine and culture from the region. Artwork will be commissioned and curated locally for each guest room as well as for the communal, common areas in each hotel.
“There is a growing desire among modern travelers to immerse themselves in the place they are visiting. They want a boutique experience, and expect great, reliable service that caters to their needs,” said David Bowd, co-founder of DDK. “Our general managers will serve as innkeepers, and West Elm Hotels will focus on making real community connections for visitors and residents alike.”
He said guests at each of the locally-managed properties will also be able to purchase the furnishings and artwork found in any room at www.westelm.com.