West Elm Opens Second Toronto Location


Brooklyn, N.Y.-based West Elm will open its second Toronto store tomorrow. Located in the Yonge-Eglinton neighborhood at 2434 Yonge St., the 16,295-sq.-ft. store will support seven Toronto-based makers and designers through its LOCAL program, offering customers an array of locally made products alongside the brand’s spring assortment of home furnishings and décor.

The new store also will offer parent company Williams-Sonoma Inc.’s cross-brand design consultation program, Design Crew, which pairs customers with experts who can provide design and installation services. This comes three months after the launch of Williams-Sonoma’s e-commerce websites in Canada.

“Through the success of our first Toronto location and launch of westelm.ca, we recognize the Canadian market’s enthusiasm for our unique assortment of modern and affordable products,” said Alex Bellos, president, West Elm. “We are excited to bring the West Elm experience to a new community in Toronto and help more customers express their personal style at home through our inspiring visual displays and expert design services.”

With a nod to the local architecture and landscape, the cashwrap at West Elm North Toronto is inspired by the waterfront view of Toronto, which is depicted in a hand-painted art panel of the skyline featuring iconic local landmarks and historic buildings alongside modern skyscrapers. A mirror image of the skyline sits beneath it in front of the cashwrap, paying homage to Lake Ontario.

West Elm operates more than 100 retail stores as well as e-commerce websites in the United States, Australia, Canada and the United Kingdom, and has unaffiliated franchisees that operate stores in the Middle East, Philippines and South Korea, and stores and e-commerce websites in Mexico.

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