West Elm to Open Boutique Hotels

West Elm (New York) has announced that it will open a chain of luxury boutique hotels in select markets. The company will design, furnish and market the hotels, and guests will be able to purchase furniture and other decor featured in the room online.

Many of the items featured will be unique to the hotels, including local artwork, custom designed pieces (including a wallpaper inspired by an etched copper print found in the historical archives) and even a specially created scent.

Its first hotels are set to open in Detroit and Savannah, Ga., in late 2018, and the company has partnered with hospitality management and development company DDK (New York) to operate the hotels.

According to The Wall Street Journal, this move is a way for the company to continue growing without simply opening more stores.