West Elm stores across North America will host the company’s first Local Showcase, designed to provide a forum for makers to share their stories and present products at their local West Elm stores.
“Our Local Showcase provides a wonderful opportunity for us to meet talented makers and craftspeople in each of the communities we call home,” said Mo Mullen, director of West Elm Local. “We are excited about partnering with them and sharing their unique works with our West Elm customers.”
According to West Elm officials, each store manager will evaluate online submissions to determine the makers and designers invited to participate in their store’s Local Showcase later in June. Ultimately, each store will select the products added to their Local assortments and future pop-up events. Products will be considered in nine categories: giftable, home textiles, kitchen goods, garden, personal care, personal items, furniture, decor and food. In addition to the product being offered, the maker and his or her story will also be factored in the evaluation process.
“Since we introduced Local two years ago, we have seen an overwhelmingly positive response from the communities where our West Elm stores are located,” said Jim Brett, president of West Elm. “We are thrilled to offer our customers hand-picked, crafted products made by artists in their shops and studios and our store associates revel in connecting both audiences.”
The Local Showcase event is the next step in West Elm’s “Communities Across America” campaign, which launched at westelm.com/local, a digital experience that connects customers with local makers and designers, and supports makers with a focused advice series called the “Makers Tool Kit.” Launched in 2013, West Elm Local is now in all 70-plus North American stores and features over 4,500 products from 500 makers and designers across the U.S., according to the company.