West Elm isn’t the only retailer going into the hotel business

Hotels may just be the new frontier for retailers.



Shinola, the quirky company best known for its pricey watches, bikes and leather goods, already has its headquarters, manufacturing arm and a flagship in Detroit. Next on the agenda: a 130-room-plus boutique hotel.



Shinola is partnering with real estate developer Bedrock Detroit to open The Shinola Hotel in downtown Detroit. Scheduled to open in fall 2018, the project will feature Detroit-inspired design from Gachot Studios and a food and beverage program from New York-based Noho Hospitality Group. Detroit-based Kraemer Design Group is the architect.



In addition to the hotel space, the project will have about 17,000 sq. ft. of retail space.



“We are excited about this venture because it presents a challenging creative exercise to create a boutique hotel concept that Detroit will be proud of. We've assembled best-in-class talent that will result in an experience which reflects the philosophy of the Shinola brand,” stated Tom Kartsotis, founder, Shinola.



West Elm, a division of Williams-Sonoma, recently announced plans to open hotels, starting in late 2018. One of its initial locations is Detroit.