Hotels Emerge As Next West Elm Horizon

West Elm is expanding into the travel and hospitality business with the launch of West Elm Hotels.

The retailer will join with hospitality management and development company DDK to launch the hotels, which it expects to locate initially in Detroit; Minneapolis; Savannah, GA; Charlotte, NC; and Indianapolis. Plans for the hotel launch call for openings to begin in late 2018.

Each West Elm hotel will feature local design elements that reflect the community, and the surrounding region’s traditional décor, handicraft, cuisine and culture. Each hotel will commission and curate artwork locally for guest rooms as well as for common areas.

“After 26 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. “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.”