West Elm Is Launching A Hotel Business
West Elm president Jim Brett announced that the popular furniture retailer will open a chain of boutique hotels in 2018. “Many retail brands have put the nail in their coffins by opening too many stores,” says Jim, who believes that the future of furniture shopping lies in hospitality.
West Elm Hotels will begin its venture in the United States, with properties in Charlotte, North Carolina; Savannah, Georgia; Detroit, Michigan; and Indianapolis, Indiana. Each room will be furnished with products from the brand, including tables, chairs and beds, in the hopes that guests will be enticed to purchase from an app during their stay.
DDK cofounder David Bowd, whose management company will be operating the chain, says: “There’s a growing desire among modern travelers to immerse themselves in the place they are visiting. West Elm Hotels will focus on making real community connections for visitors and residents alike.”
Each location will average between 100 to 250 rooms, and rates are expected to range from $175/night for a standard room to $400/night for a suite.
West Elm isn’t the first furniture company to turn to hospitality as a means of business expansion. Last year, Restoration Hardware also announced their plans to open a boutique hotel and restaurant in New York City.