September 27, 2016
West Elm, a furniture retailer headquartered in Brooklyn, NY, is making plans to launch a chain of boutique hotels. The company, a subsidiary of Williams-Sonoma Inc., will open its first hotels in Detroit, MI and Savannah, GA in late 2018. Partner DDK will manage the properties, which will have anywhere from 100 to 250 rooms.
West Elm currently operates about 100 stores. Rather than open another 100 to sustain growth, the company opted to move instead into the hospitality sector. The company will design, furnish, and market the hotels. Meanwhile, if the guests like a piece of West Elm furniture or décor, they’ll be able to buy it online. There won’t be any price tags, however. Peter Fowler with West Elm said he doesn’t want guests feeling as though they are sleeping in showrooms.
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