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William-Sonoma is expanding into the hotel business with the launch of its new brand, West Elm Hotels.
The home goods and furniture retailer launched its West Elm subsidiary—which specializes in contemporary furniture designs and houseware—in 2002, and Monday announced the launch of its new hotel line under the West Elm banner, according to CoStar.
Locations are going up across the country, particularly in North Carolina, Michigan and Georgia, and will feature design characteristics from the communities in which they're based. The hotelier has partnered with DDK hotels to operate the new line, and the first properties are slated to open in 2018. [CoStar]
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