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Home furnishings retailer continues to expand—with a local feel

Williams-Sonoma's West Elm division will open its newest store, in Hoboken, New Jersey, on Thursday, Oct. 19.

The 10,745-sq.-ft. store will include an assortment of local products from 11 New Jersey-based makers and artisans alongside the brand's holiday assortment of home furnishings and decor. West Elm will also offer Williams-Sonoma's cross-brand design consultation program Design Crew.

“Hoboken’s burgeoning waterfront and proximity to New York City has established it as a community with an appetite for unique cultural experiences, entertainment and specialty retail,” said West Elm president Alex Bellos.

The surrounding area of each West Elm location is reflected within elements of the store’s interior design. A hand painted map of Hoboken and New York hangs behind the cash register at West Elm Hoboken, representing the connection between the two cities. The register’s front panel features a sculptural installation made of reclaimed spindles sourced from regional brownstones in reference to the 19th-century homes that line Hoboken’s streets.

The store’s loft area features an accent floor set in a basket weave pattern made using mixed American hardwoods sourced from barns that once dotted the country’s farmlands. To complement the flooring, the loft’s ceiling is made of bleached reclaimed oak assembled in a similar pattern.

West Elm operates 104 retail stores in the United States, Australia, Canada and the U.K.
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