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‘Like it, buy it’ in new West Elm hotel chain

Guests who stay in a new West Elm hotel chain will be able to buy any of the furniture they like in the room.

West Elm, the homewares subsidiary of US homewares retailer Williams Sonoma, is teaming with DDK to launch a chain of boutique hotels where almost everything in the rooms is for sale.

Each of the hotels will feature its own unique design – inside and outside – tailored to the cuisine and culture of the region it is located in. Even the artwork on display will be for sale on West Elm’s website.

“After 26 consecutive quarters of double-digit comparative growth, including our successful entry into the commercial furnishings market with West Elm Workspace, we’ve created an active bond with our customers that can extend beyond home and work,” said Jim Brett, president of West Elm, which has 93 retail stores in the UK, US, Australia and Canada.

The first hotels will open in the US in late 2018 – in Savannah, Georgia; Charlotte, North Carolina; Indianapolis, Minneapolis and Detroit.

“There is a growing desire among modern travellers to immerse themselves in the place they are visiting,’ said DDK co-founder David Bowd. “They want a boutique experience, and expect great, reliable service that caters to their needs.”

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