On Monday, the Wall Street Journal reported that West Elm plans to open (obviously) stylish boutique hotels in the United States. Now that the hotel industry has had time to digest the news, Bloomberg wonders what place this new brand will have in hospitality when compared against the likes of the Baccarat hotel, launched by the fine crystal company. Positive hotel brand associations can drive retail transactions—but how much will it help West Elm and its moderately priced furniture compared to selling a more luxurious lifestyle at other boutique hotels? To read more, click here.
