The interior decor and furniture retailer West Elm is venturing into the hotel industry.
West Elm, a Brooklyn-based retailer under Williams-Sonoma, announced that it will launch West Elm-branded hotels across the United States starting in late 2018.
This expansion follows the trend set by another high-end home furnishings company, Restoration Hardware, which plans to open a hotel in New York’s meatpacking district.
Each West Elm hotel will be unique, reflecting the character of its local neighborhood. The designs will incorporate artwork from local artists, community-sourced handicrafts and decor, and feature local coffee roasters, craft distillers, and bakeries.
The properties will include restored historic and heritage buildings. For instance, the Detroit hotel will reflect the city’s industrial heritage, the Savannah location will celebrate “visionary preservation,” and the Charlotte hotel will highlight the city’s craftsmanship pride.
Additional locations include Indianapolis and Minneapolis. Room rates will start at approximately $175, with luxury suites exceeding $400, varying by location. Each hotel will house between 100 and 250 rooms.
David Bowd, co-founder of hospitality management and development company DDK, which is partnering with West Elm on this project, stated, “Modern travelers increasingly seek immersive experiences. They desire boutique stays with reliable service catering to their needs.”
General managers at these hotels will act as innkeepers, fostering community connections for both visitors and locals.
The concept is similar to Hilton’s Canopy-branded hotels, which aim to be neighborhood extensions, featuring locally-inspired design, art, music, food, and drinks.
West Elm is known for its modern furnishings and design, with 85 stores in the US and locations in Canada, Mexico, Australia, the UK, and the Middle East.