Will Anyone Want to Stay in a West Elm Hotel?
Hospitality experts respond to the furniture brand’s foray into hospitality.
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West Elm is getting into the hotel business.
As reported on Monday by the Wall Street Journal, in a bid to sustain growth without opening up new stores, the affordable home-furnishing retailer plans to open at least five hotels in the United States by late 2018, in locations that range from Savannah to Detroit to Indianapolis. Hotels will be mid-sized (100 to 250 rooms) with price points from $175 to north of $400 for suites.