Williams-Sonoma & Reliance Brands launch West Elm store in India

West Elm opened its first store in India this October 2021 at the much-anticipated Jio World Drive in Mumbai. It has also opened its second brick-and-mortar store at the Ambience Mall in Gurgaon, according to a press release by the company.

To mark its entry in India, West Elm has partnered with renowned interior designer, Ashiesh Shah, to create an exclusive capsule collection of handcrafted rugs and cushion covers that are on display at the new store. This capsule collection illustrates a set of water-coloured patterns, developed over the years by Ashiesh that resonates with his beliefs and aesthetics as a designer.

West Elm is a leader in responsible retail, consciously designing products that are good for people, good for the planet and good for the home. It is the first-ever home retailer to join Fair Trade USA. That means fair wages, healthy working conditions and paying a premium for workers to invest in community development needs. 

52 per cent of wood sourced by the company is FSC-certified (Forest Stewardship Council) which means your purchase supports forest ecosystems worldwide. The company uses 100 per cent organically sourced cotton used for all bed and bath linen. Organic fibres are chemical-free and help conserve water. Most of its collections are certified to Greenguard Gold or Standard 100 by Oeko-Tex standards, tested for harmful chemicals to guarantee safe and healthy quality, according to West Elm.  

West Elm offers exclusive Design Crew services with a dedicated team of Design Crew experts providing free one-on-one design services. West Elm’s Design Crew helps answer style questions and provides advice on room planning via an online chat, virtual consultations by video, phone, and email, and in-store by appointment.

“The new West Elm stores are a lifestyle experience where we want everyone to explore and discover the beauty of West Elm designs. We are here to help create a space that reflects you and what you love. That means forward-thinking, problem-solving design that unites value, quality and responsible manufacturing. The brand’s entry into the Indian market is strategic, filling the void of a comprehensive modern lifestyle brand that’s accessible to the design-conscious customer,” Puneet Behal, senior vice president, Reliance Brands said in a statement.

Fibre2Fashion News Desk (GK)