This might just be the singular most exciting thing to happen in UK Home Retail since Anthropologie came to London.
US Homeware darling West Elm is due to open the company’s first UK store in London on November 14th, 2013. The 12,000 square foot store on Tottenham Court Road will feature furniture, textiles, accessories and gifts, as well as a ‘West Elm Market’ and coffee shop – a duplicate of the first model that launched a few years ago in Brooklyn [I wrote about it here].
In case you haven’t heard of the brand – West Elm is a subsidiary of the Williams Sonoma Group who also own The Pottery Barn. The brand is the cutting edge of homeware trends but in a wholly affordable way – you will find everything from Monogram glassware, to Mid-Century inspired furniture, textiles in the latest colourways and prints and collaborations with the most exciting new US designers.
West Elm’s additional ‘Market’ section will be like an American general store - described as a “total home tool kit” for the kitchen, garden, home repair and personal care. The shop will stock beautiful and simple pots and pans, wire baskets and bins, old fashioned candles, cleaning products, an artisan pantry of foodstuffs and even appliances.
I am beyond excited - for years this fresh American brand has been on the top of all my wishlists – and I think it will inject some much needed excitement into UK’s retail scene.
Here is a peek of their ‘Holiday’ collection and what to expect in-store in November! Wallets at the ready!