High-end, hipster home decor brand West Elm wants to host you in Detroit.
Rather than dot the country with dozens of new brick-and-mortar stores, the Williams-Sonoma-owned home goods retailer is taking a different approach to expansion by opening up a line of boutique hotels. And one of the main perks for both the retailer and their guests is that each hotel is totally shoppable.
That is, if you happen to like the cool bar cart, trendy bed furnishings or hip wall art, you can purchase those items online or via the West Elm Hotels app.
The website for the new concept says the idea is to "[bring] travelers and neighbors to the same table."
The first five locations (set to open in 2018) will be Charlotte, Detroit, Indianapolis, Minneapolis and Savannah.
The brand is working with hospitality firm DDK on the project.
West Elm isn't alone. Restoration Hardware is supposed to open a hotel in New York.
For West Elm, the bet is their customers will see the move into hotels as a natural extension.
"There is a growing desire among modern travelers to immerse themselves in the place they are visiting," DDK co-founder David Bowd said in a statement.
With that in mind, West Elm Hotels is tapping the local craftsman community for help with hotel decor. Featured handcrafted products will be available for purchase, giving small businesses a boost.
"We've created an active bond with our customers that can extend beyond home and work," Jim Brett, West Elm's president, said.