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West Elm to launch new retail concept


San Francisco -- Williams-Sonoma announced that its West Elm division will launch a neighborhood market format, called West Elm Market, on Oct. 25, in Brooklyn N.Y. The Brooklyn store will be followed by the opening of eight Market in-store shops in West Elm stores across the country.

“We were inspired by the common sense shopkeeping of the classic general store to develop a collection of genuine and useful household goods that make even the most practical chore a little more enjoyable,” said West Elm president Jim Brett. “The Market store is designed to be a place to gather, learn, and connect.”

The community-driven concept will offer customers a “total home toolkit ” in four categories: kitchen, garden, care & repair and personal care. The lineup will include such diverse items as brooms and dusters manufactured by New York City Industries for the Blind, a line of handcrafted candles, soaps, and lotions made with ingredients purchased solely from U.S. suppliers, and artisan food products, with regional collections and themed assortments.

The debut Brooklyn store will include a café and a common area for community workshops. It will open in the same building as the brand’s home office – at 50 Washington Street.

The collection will launch on on Oct. 23.

“West Elm Market is a natural extension of the West Elm brand,” said Laura Alber, president and CEO, Williams-Sonoma.

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