West Elm to Open 2nd Toronto Location

February 14, 2018  by Jane Chero in Designer Weekly, Industry, Store Openings   

The new Midtown location comes three months after the launch of parent company Williams-Sonoma’s e-commerce websites in Canada.

The 16,295 square-foot store is expected to bring approximately 30 jobs to the Midtown area and will showcase seven Toronto-based makers and designers offering customers a selection of locally made products to compliment the brand’s spring assortment of home furnishings and décor.

West Elm North Toronto will also offer Williams-Sonoma’s cross-brand design consultation program Design Crew, which pairs customers with experts who can provide design and installation services.

“Through the success of our first Toronto location and launch of WestElm.ca, we recognize the Canadian market’s enthusiasm for our unique assortment of modern and affordable products,” said Alex Bellos, president, West Elm.

“We are excited to bring the West Elm experience to a new community in Toronto and help more customers express their personal style at home through our inspiring visual displays and expert design services,” added Bellos.

Each West Elm location features design details inspired by the local architecture and landscape. The cash wrap at West Elm North Toronto is inspired by the waterfront view of Toronto and depicted in a hand-painted art panel of the skyline featuring iconic local landmarks and historic buildings alongside modern skyscrapers.

A mirror image of the skyline sits beneath it in front of the cash wrap, playing homage to Lake Ontario.

A grand opening celebration with special promotions, music, cocktails and light bites will take place today from 6 – 8 p.m.  A portion of the evening’s proceeds will benefit the local non-profit Design Exchange, a museum dedicated to making design more accessible through experiences and education.