Monday, West Elm announced a new arm of its business: boutique hotels. In 2018, the the furniture and lifestyle brand will open the first of five planned outposts in Detroit, Michigan; Minneapolis, Minnesota; Savannah, Georgia; Charlotte, North Carolina; and Indianapolis, Indiana. The initiative is a joint venture with DDK, a hospitality management and development company, and represents the first truly shoppable hotel brand.
West Elm Breaks Into The Boutique Hotel Business