West Elm, a chain retailer under the William-Sonoma umbrella, is introducing the West Elm Hotel -- a chic hotel which hopes to turn its loyal home decor-buying consumer base into overnight guests.
Unsurprisingly, the hotel will be furnished exclusively by the West Elm brand, as the individual suites aim to double as West Elm showrooms. Although no sales will occur at the hotel itself, all furnishings will be available for purchase online, through the hotel's website. This interesting industry blend aims to appeal to its higher-end guests by offering loyalty programs that result in discounted furniture.
In addition to its furnishings and services, the West Elm Hotel aims to sell a lifestyle, as it hopes a positive vacation experience will result in the sale of a new stove, without having salespeople as middlemen.