Furniture retailer to open chain of boutique hotels

West Elm is expanding into the hotel business. And most everything in the guest rooms will be for sale.



The retailer, a division of Williams-Sonoma, is partnering with hospitality management and development company DDK to launch a chain of boutique hotels.



Each West Elm hotel will have its own design point of view, from the exterior architecture to custom installations. And each will feature local design elements that celebrate community and reflect traditional décor, handicraft, cuisine and culture from the region. Artwork will be commissioned and curated locally for each guest room as well as for the common areas in each hotel.



Guests will be able to buy the furnishings and artwork found in any room on-line at West Elm’s website.



“After twenty-six 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,” said Jim Brett, president of West Elm, which operates 93 retail stores in the United States, Australia, Canada and the United Kingdom.



The first West Elm properties are expected to be located in Detroit; Minneapolis; Savannah, Georgia; Charlotte, North Carolina; and Indianapolis, and are planned to begin opening in late 2018. Additional locations will be announced in the future.



“There is a growing desire among modern travelers to immerse themselves in the place they are visiting,’ said David Bowd, co-founder of DDK. “They want a boutique experience, and expect great, reliable service that caters to their needs.”