If you've ever walked into a West Elm store and began strategizing how to live in an endless oasis of lush textiles, fluffy pillows and pretty décor items, you're not alone. Home stores tend to have that effect on us all.
Now, however, you can actually live in West Elm. At least, temporarily.
The store, which is a Williams-Sonoma, Inc. brand, just announced it will be expanding its portfolio into the travel realm with the launch of West Elm HOTELS. The first properties are slated to open in Detroit, Michigan; Minneapolis, Minnesota; Savannah, Georgia; Charlotte, North Carolina and Indianapolis, Indiana, according to a company press release. Lucky cities.
You can expect to see the first hotel open in 2018, with each property offering 100 to 250 rooms, and rates ranging from $175 per night to $400 (for luxury suites), reportsThe Wall Street Journal.
The hotels will all showcase the West Elm aesthetic, but they'll also incorporate regional influences. According to the company, each property will have its own point of view, from the exterior architecture to the décor. Think: customized furnishings and locally crafted art.
The boutique trend is nothing new. As more travelers seek tailor-made trips, more hotels are turning toward unique, one-size-does-not-fit-all lodging. Even the poster children brands of chain hotels are jumping on board — Mariott launched its Moxy brand (a boutique hotel brand that targets millennials) in the United States this year, and Hilton now has its own modern boutique brand called Canopy.
And, of course, Airbnb has emphasized just how important "experience" is during a trip.
But why is West Elm doing it, too? Apparently business is doing well, but the brand doesn't want to chase further success by opening more retail stores.
"Many retail brands have put the nail in their coffins is by opening too many stores," West Elm president Jim Brett told The Wall Street Journal.
Raise your hand if you're now planning a trip to Savannah or Charlotte (yeah, we're raising our hands!).
h/t: Huffington Post
