NEW YORK CITY—Furniture retailer West Elm said Monday it was branching out into the hotel business, in partnership with management and development company DDK. Detroit and Savannah, GA will see the first West Elm hotel properties in late 2018, with Minneapolis, Indianapolis and Charlotte set to follow. Additional locations will be announced in the future.

“After 26 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,” says Jim Brett, president of Brooklyn-based 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.” Guests will be able to order any of the furnishings and artwork in their rooms via the West Elm website.

In particular, Brett sees the hotel brand as way of achieving growth without oversaturating the market. “Where many retail brands have put the nail in their coffins is by opening too many stores,” Brett told the Wall Street Journal on Monday. Part of the Williams-Sonoma portfolio, West Elm has opened 100 stores since its first location in the DUMBO section of Brooklyn, and Brett told the WSJ he doesn't envision opening 100 more.

“There is a growing desire among modern travelers to immerse themselves in the place they are visiting,” says David Dowd, cofounder of DDK with David Wasserman and Kim Phoebus. “They want a boutique experience, and expect great, reliable service that caters to their needs.”

He adds that “our general managers will serve as innkeepers, and West Elm Hotels will focus on making real community connections for visitors and residents alike.” DDK has specialized in producing hotel environments that reflect the local neighborhood and surrounding areas through locally-inspired design, cuisine and services, along with hiring of local staff.

Instant Insights /

West Elm Branches Out into Hotel Sector

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