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West Elm to open across the pond

London - West Elm is betting that its globally-inspired design translates well overseas with the debut of the company's first UK store.
The 12,000 square foot store, located on Tottenham Court Road, is scheduled to open on Thursday. It will offer textiles, furniture, accessories and gifts, as well as a West Elm Market shop-in-shop and coffee shop. The store will employ 30 full and part-time sales associates.
In a statement, Jim Brett, president of West Elm, said the city of London was a good fit for the company's first store in Europe. "We are confident the broad assortment, globally-inspired aesthetic and engaging in-store experience of West Elm will appeal to customers in the UK."
West Elm, a member of the Williams-Sonoma, Inc. portfolio, is the company's fastest growing brand, according to Laura Alber, president and chief executive officer of Williams-Sonoma, Inc.
The brand, headquartered in Brooklyn, NY, introduced its first catalogue in 2002 and opened its retail location in Brooklyn in 2003. There are now 57 retail stores in the U.S., Canada and Australia. The brand also offers international shipping and has an unaffiliated franchisee that operates stores in the Middle East.

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