West Elm hotels coming to a U.S. city near you

My loyal readers will know how I feel about West Elm, a retail chain originating from Brooklyn, NY.  It is often my go-to store for affordable yet stylish furniture and decor. So it was a surprise and delight when I learned that they plan to open at least 5 West Elm boutique hotels in 2018 as a business strategy to sustain brand and revenue growth (without having to open more stores).


Here's what I know:

  • The first 5 locations will be: Detroit, Minneapolis, Savannah, Charlotte and Indianapolis.
  • Each hotel will have between 100-250 rooms
  • Pricepoint will start at USD175 and upwards of 400 for luxury suites
  • Guests will be able to buy the furniture and decor by downloading an app when checking in, or via the west elm website

Do you think West Elm made a smart move?