US homeware and furniture retailer West Elm, a member of the Williams-Sonoma portfolio of brands, opened its first European store in London on December 5.
The 12,000sq ft outlet, at 209 Tottenham Court Road, covers two floors. Jim Brett, president of West Elm, said: “We’re confident the broad assortment, globally-inspired aesthetic and engaging in-store experience of West Elm will appeal to customers.”
West Elm was founded in 2002 in Brooklyn, New York, and has 55 stores in the US, Canada and Australia. The West Elm assortment includes furniture, bedding, bathroom accessories, rugs, window textiles & hardware, lighting, decorative accessories, dining, kitchen products and gifts.
San Francisco-based Williams-Sonoma describes itself as a specialty retailer of high-quality products for the home. As well as West Elm, its brand portfolio comprises Williams-Sonoma (cookware and wedding registry), Pottery Barn (furniture and wedding registry), Pottery Barn Kids (kids’ furniture and baby registry), PBteen (girls’ bedding and boys’ bedding), Williams-Sonoma Home (luxury furniture and decorative accessories), Rejuvenation (lighting and hardware) and Mark and Graham (personalised gifts and gifts for the home).
Williams-Sonoma currently operates 590 stores in the US, Canada and Australia, and has an unaffiliated franchisee that operates 25 stores in the Middle East.