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West Elm Market Makes Its Bow

Posted on November 6, 2012 by HFN Staff

A grouping of West Elm Market kitchen toolsA grouping of West Elm Market kitchen tools

Last month saw the launch of West Elm Market, the new retail concept from Williams-Sonoma's West Elm division.

West Elm Market will eventually be a chain of shop-in-shops within West Elm stores, offering community-sourced products in the kitchen, garden, care-and-repair and personal-care categories.

The first West Elm Market, a free-standing store, opened on Oct. 25 in Brooklyn, N.Y., featuring merchandise from vendors located in the Brooklyn area. The product offerings in the kitchen section include kitchen tools, cookware and an exclusive line of modern, enameled, cast-iron Dutch ovens and pans. A 2.5-quart saucepan from Brooklyn Coppersmiths is also available. The store layout also includes a cafe and a common area for community workshops.

Calling West Elm Market, "a natural extension of the West Elm brand," Laura Alber, Williams-Sonoma's president and CEO, said, "We are thrilled to introduce this new assortment of exclusive, expertly curated products in an innovative community store."

West Elm will follow the opening here with Market shop-in-shops at West Elm Stores in Dallas, Los Angeles, Philadephia, New York City, Seattle, Toronto, Costa Mesa, Calif., and Nashville, Tenn. These openings are scheduled for this month. Meanwhile, the West Elm Market collection has also debuted on westelm.com.