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Home design brand West Elm plans hotels in 5 cities

This undated image provided by West Elm shows a model room for hotels that are expected to open under the West Elm brand. West Elm, a trendy home design retailer, is planning to get into the hospitality business by opening hotels in five cities over the next few years: Indianapolis, Detroit, Minneapolis, Savannah, Georgia, and Charlotte, North Carolina. (West Elm via AP)
This undated image provided by West Elm shows a model room for hotels that are expected to open under the West Elm brand. West Elm, a trendy home design retailer, is planning to get into the hospitality business by opening hotels in five cities over the next few years: Indianapolis, Detroit, Minneapolis, Savannah, Georgia, and Charlotte, North Carolina. (West Elm via AP) This undated image provided by West Elm shows a model room for hotels that are expected to open under the West Elm brand. West Elm, a trendy home design retailer, is planning to get into the hospitality business by opening hotels in five cities over the next few years: Indianapolis, Detroit, Minneapolis, Savannah, Georgia, and Charlotte, North Carolina. (West Elm via AP)

By Associated Press 4 min read

NEW YORK (AP) – The home-design retailer West Elm is taking its brand into the hotel industry, with plans for hotels in five cities: Detroit; Indianapolis; Minneapolis; Savannah, Georgia, and Charlotte, North Carolina.

Another 10 hotels are on the drawing board.

While the hotels will feature West Elm furniture and decor, they’ll also showcase local crafts, artwork and food. “Each property will be very true to its neighborhood and its surroundings,” said David Bowd, CEO of DDK, the hospitality company that’s partnering with West Elm on the project.

West Elm, a division of Williams-Sonoma, has 93 stores around the world. Each hotel will have either an adjacent store or a pared-down retail concept onsite. An app for guests will offer everything from check-in by phone to room service to ways to purchase furniture, bedding or other items seen in the hotel.

West Elm is in charge of the hotels’ interior design, furnishings and marketing but will not own the properties. Instead, DDK will find real estate developers to manage each site.