A well known home retailer is planning to enter the boutique hotel market with one of their first properties being planned for Minneapolis' North Loop neighborhood.
West Elm, a company that is part of the William Sonoma and Pottery Barn family, opened its first retail store in New York City's Dumbo neighborhood in 2003. Since then the company has expanded to include over 100 locations across the United States and Canada including one right here in Edina, MN.
Last week the Wall Street Journal reported that West Elm was venturing into a new area of business, the hospitality industry. The company isn't going to provide just the linens for hotel brands, rather they're creating an entirely new brand of boutique hotels.
A DIFFERENT BOUTIQUE HOTEL
It makes sense when you think about it. Why wouldn't a retailer that provides everything for the home enter the hotel business?
That's what West Elm is looking to capitalize on. The company will be able to provide everything from the sheets on the bed to the nightstand and the glass that contains water sitting on top. West Elm will also be able to use their vendor relations in order to provide nicer furnishings for their guest rooms at significantly reduced rate on their end.
Guests who choose to stay at a West Elm Hotel will be able to purchase any of the items within their hotels room. And when we say any of the items, we literally mean ANYTHING.
Upon check-in guests will be prompted to download an app that will reveal more information about the furnishings within their room, even allowing guests to order furnishings at any point during or after their stay.
West Elm has been perfecting what will ultimately end up as their boutique hotels. In a Brooklyn warehouse they have been assembling mock hotel rooms, testing what works and what doesn't work in order to create a one of a kind boutique hotel.
Their new boutique hotels will be designed depending on their location, the same way West Elm retail stores are. That means each one will be different and unique, something that is a drawing factor to those business and leisurely travelers looking for something different than just the repetitive standard hotel chain.
Dimly lit hallways will grace West Elm hotels, a design feature that they've found encourages hotel guests to soften their voices and move about quietly in common spaces. Custom designed marine blue tiles will adorn the bathrooms, marble coffee tables will provide a space for your morning cup of coffee, and 280 thread count sheets will keep you warm and provide a good nights sleep.
THE FIRST LOCATIONS
In late 2018 the first West Elm Hotels will open in Detroit and Savannah. Following those first two initial openings three more hotels will open in Charlotte, Indianapolis, and right here in Minneapolis' North Loop neighborhood.
Details regarding where exactly West Elm will locate their hotel in the North Loop have yet to be revealed. The size of the hotel is expected to be between 100-250 rooms with room rates raning from $175 to $400 a night.