DETROIT – Williams-Sonoma subsidiary West Elm will now offer Floyd's entire product assortment online and in select cities. Floyd is a Detroit-based direct-to-consumer manufacturer known for its minimalist and quick-to-assemble furniture.
“One of our core tenants as a company is to inspire people to care more about their spaces and the things they put in them, and we believe West Elm is doing that,” said Kyle Hoff, Floyd co-founder. “We see this partnership as an incredible opportunity to bring Floyd’s simple and iconic furniture to West Elm’s wide range of customers.”
Floyd sees West Elm's retail outlets to be great opportunities for customers to interact with Floyd's products. Floyd's product lineup includes sofas, bed frames, tables, and other furniture.
"Each shop-in-shop experience will feel distinctly Floyd — modern, minimalist, inspiring, but most importantly, like home," Hoff told Crain's Detroit Business. "We've worked with West Elm to design the space to be experienced like a Floyd apartment, our products paired with great pieces from West Elm so customers can come in and shop the whole home."
Williams-Sonoma has high hopes for the West Elm brand. Earlier this year, it began positioning the brand to appeal to a wider customer base.
Williams-Sonoma Inc. operates more than 600 retail stores internationally under a portfolio of brands including Pottery Barn, Pottery Barn Kids, PBteen, Williams-Sonoma, Williams-Sonoma Home, West Elm, Mark and Graham, Rejuvenation, and Sutter Street Manufacturing in North Carolina. It reported a 3.7 percent revenue growth in last year's fourth quarter. More growth is expected for 2019.

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