"By adapting the framework design of each hotel to reflect the mood and identity of its host city, we will continue to engage the adventurous spirit of our customers as they follow us to our next level of hospitality". From light fixtures to linens, all decor featured in each room will be available for guests to purchase online or via the company's app.
According to a press release, West Elm has three goals for its hotels: Great service, thoughtful design and architecture, and connecting to the community through communal spaces.
The retailer includes local designers in its store assortments and has pledged to make 40 percent of its assortment Fair Trade Certified by 2019.
West Elm joins a growing faction of retailers seeking to hedge their bets.
Brooklyn, New York-based West Elm is part of upscale retailer Williams-Sonoma and has over 90 retail stores, including two in MI in Birmingham and Grand Rapids.
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West Elm said it was attracted to the warehouses, food trucks and local businesses in South End. WSM, announced it is launching a boutique hotel chain, dubbed West Elm Hotels.
For West Elm, the idea is to build a lifestyle brand. West Elm publishes the blog Front+Main and is part of an active community on Facebook, Instagram, Pinterest, Twitter and YouTube.
West Elm isn't the first retail company to turn to the hospitality industry to grow their business. Each hotel will also feature specially commissioned and curated pieces of artwork. For additional information, visit www.ddkhotels.com.
It's also not clear whether West Elm Hotels will be owning the real estate for its properties or whether it will operate with an asset-light, franchise-based strategy. Other risks and uncertainties are described more fully in Williams-Sonoma, Inc.'s Annual Report on Form 10-K for the fiscal year ended January 31, 2016, all subsequent quarterly reports on Form 10-Q and current reports on Form 8-K.