WEST ELM OPENS IN BOULDER, COLORADO ON OCTOBER 27

Showcases Selection of Colorado-Based Makers and Artisans at New Twenty Ninth Street Store

West Elm announced today the opening of its first Boulder location at Twenty Ninth Street, the city’s premier outdoor shopping district just east of downtown. The 11,000 square-foot retail location opens on Thursday, October 27 at 10 a.m. bringing approximately 30 jobs to the neighborhood. As part of West Elm’s LOCAL program, 10 Colorado-based makers and designers will sell their products with the store’s holiday assortment of modern furnishings and décor. A complimentary design lab offering West Elm’s Style + Services will support customers in their journey to express their personal style at home.

“We are excited to make a new home in Boulder, a city with such progressive community consciousness,” said West Elm president Jim Brett. “As a company, we are guided by many of the same principles, and look forward to sharing work from the Colorado-based makers in our LOCAL program as well as the global artisans who are part of our Impact Sourcing Initiative, designed to support Fair Trade Production and educational opportunities.”

West Elm’s Boulder store reflects the great outdoors with custom installations of reclaimed wood. As a backdrop to the cash wrap station, a pointillism-inspired collage includes cedar, Douglas fir, and white pine end-grain blocks, a cutting technique that reveals the tree’s growth rings, and the store’s loft ceiling design features an interlocking pattern of redwood salvaged from antique fence posts. In addition, the custom Sonos speaker system offers customers a smart sound experience as they shop.

To celebrate the opening, West Elm partnered with Colorado-based artist Violet Press to design a limited edition tote bag that will be presented to the first 300 shoppers with a $50 minimum purchase on opening day. Additional store opening activities will include a sweepstakes* offering local customers a chance to win a $2,000 gift card and an invitation to a private pre-opening celebration on Wednesday, October 26 from 6 p.m. - 8 p.m. A portion of the pre-opening celebration proceeds will benefit Boulder County Art Alliance, a local non-profit that serves as a catalyst to incubate, stimulate and sustain a thriving art community in Boulder County.

A selection of locally made products by 10 Colorado-based makers and artisans is part of the West Elm Boulder LOCAL assortment including:

AWK Clayworks: One of a kind clay cutting boards and vases handmade in Boulder.
Colorado Woodcraft: Colorado-inspired wooden wall décor made with salvage wood in Golden.
Counter Couture: Eco-friendly hand printed tea towels designed in Denver.
Jessica Magee: Organic abstract prints inspired by nature and painted by a young Denver artist.
Kelsey M Designs: Colorful watercolor prints from a Denver-based artist and interior designer.
Paper Plates Press: Handmade letterpress coasters made in Denver.
Urban Bird and Co.: Whimsical and inspiring banners hand screen printed in Denver.
Verbena Skin Care: Small-batch organic soaps and lip balms handcrafted in Boulder.
Violet Press: Colorado inspired prints and cards created on a vintage letterpress in Broomfield.
Vital Industries: Hand screen printed pint glasses with a bicycle theme made in Denver.

For up-to-date information on in-store promotions and events, customers are encouraged to “like” the West Elm Boulder store on Facebook: www.facebook.com/westelmboulder/ and follow the store on Instagram: @westelmboulder. West Elm Boulder is open Monday-Saturday 10 a.m. - 9 p.m., and Sunday 11 a.m. - 6 p.m. The store’s address is 1750 29th St. Unit 1052, Boulder, CO 80301 and the phone number is 303.443.1181.

*Open only to residents that live within the Boulder, CO area. Official rules of the sweepstakes can be found on the Boulder Sweepstakes page.

About West Elm

Headquartered in Brooklyn, NY since 2002, West Elm opened its first store in DUMBO, the neighborhood it still proudly calls home. With the mission of helping customers express their personal style at home, work and away, everything West Elm does is designed to make an impact in everyday life, from creating unique, affordable designs for modern living to its commitment to Fair Trade Certified, from LOCAL and handcrafted products to community-driven in-store events and collaborations. The brand operates 96 retail stores in the United States, Australia, Canada and the UK, ships internationally to customers around the world and operates stores in Mexico, the Middle East and Philippines through unaffiliated franchisees. In addition to home furnishings retail, West Elm operates West Elm Workspace in the commercial furnishings industry. West Elm publishes the blog Front+Main and is part of an active community on Facebook, Instagram, Pinterest, Twitter and YouTube. West Elm is a member of the Williams-Sonoma, Inc. portfolio of brands.

View source version on businesswire.com: http://www.businesswire.com/news/home/20161025005589/en/

Contacts for West Elm:Andres (Dru) Ortega718-780-0452aortega2@wsgc.comNicole Sutliff718-780-4416NSutliff@wsgc.com

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