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West Elm Launches Hotel Brand

Furniture company West Elm is branching out into the hotel business in a partnership with DDK.

Today, Williams-Sonoma-owned furniture brand West Elm announced it is branching out into the hotel business. The company plans to open five properties in 2018, in partnership with hospitality management and development company DDK. Each property is expected to reflect the culture and local community of its location, with curated artwork and an emphasis on communal space.

“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,” West Elm president Jim Brett said in a statement. “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.”

The first crop of West Elm Hotels are expected to open in Detroit; Minneapolis; Savannah, Georgia; Charlotte, N.C.; and Indianapolis. As of now, it’s undetermined whether West Elm will own the properties outright or run a franchise operation.

“There is a growing desire among modern travelers to immerse themselves in the place they are visiting. They want a boutique experience, and expect great, reliable service that caters to their needs,” David Bowd, DDK’s cofounder, said in a statement. “Our general managers will serve as innkeepers, and West Elm Hotels will focus on making real community connections for visitors and residents alike.”

[Photo: Architizer]

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