I was invited to the opening of the new West Elm store situated on Tottenham Court Road, London W1.  This is the first European branch of West Elm, the furniture shop and home accessories shop, owned by Williams-Sonoma Inc.  You’ll find some rather nice reclaimed wooden beds and chests of drawers, some funky drinks cabinets, mid century furniture styles, plus plenty of gorgeous rugs and sparkly metallic cushions.    West Elm launched in Brooklyn, New York in 2002 and has expanded to 57 retail stores which are mostly in the United States, Canada and Australia.

West Elm Shop, Tottenham Court Road

West Elm Exterior

West Elm is all about designing authentic, approachable and affordable pieces for your home.  They are committed to working with independent artists and craft communities to offer an eclectic mix of hand-crafted goods.  Many of their products are sourced to reflect the local market, for example, the London store features a special collection of art by local Etsy artists curated by Will Taylor.  The designer-maker goods sit nicely alongside West Elm’s own merchandise.  I’ve selected five products to give you an idea of what delights you’ll find in the Tottenham Court Road store …

West Elm Product Selection

Patchwork Dresser, Emmerson Three Drawer Dresser, Sarah Campbell Embellished Stripe Pillow Cover, Antique Brass Martini Side Table and Owl Mug

This 12,000 square foot retail space houses a lovely mix of furniture, textiles, accessories and gifts over two floors.  The ground floor houses the Market shop-in-shop where you can find gifts, utilitarian products and cookware.

West Elm Products

West Elm Market Products

There’s also a coffee bar and I must say that the coffee was very good.  It’s a partnership with Philadelphia based La Colombe, a premier coffee roaster who are known for their responsible sourcing practices.

West Elm Interiors (2)

West Elm Interiors

Venture downstairs to the Lower Ground where you’ll find textiles, rugs, furniture and the Design Lab – a place where customers get the opportunity to seek advice for their own personal interiors.  Take along your magazine cuttings or fetch up your Pinterest boards on the computers and chat through your ideas with an interiors expert.  Whether you want to find a cushion to match your wallpaper or furnish your entire house, they are there to help you and it’s totally free!

West Elm Interiors (3)

West Elm Interiors

The West Elm store is located at 209 Tottenham Court Road, London W1T 7PN. Regular opening hours are Monday to Wednesday 8.30am-7pm, Thursday 8.30am-7pm, Friday to Saturday 8.30am-7pm and Sunday 12pm-6pm.  The shop opens later in the run up to Christmas.  Check out the website for further details West Elm.  There will be a new UK website coming in a few months so look out for that.

Credits: text by Homegirl London, store exterior and interior images by Homegirl London, additional product images courtesy of West Elm, special thanks to Chloe.