West Elm partners with Reliance Brands to open 2 stores in India

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NEW DELHI : US Furniture and Home Furnishings Retailer — West Elm, part of Williams-Sonoma, Inc., has opened two stores in India in partnership with Reliance Brands Ltd.

The home furnishings retailer’s first store opened at Mumbai’s World Drive, followed by a store at Ambience Mall, Gurgaon.

To mark its entry into India, West Elm has teamed up with interior designer Ashiesh Shah to create an exclusive capsule collection of handcrafted rugs and cushion covers.

West Elm is a Brooklyn-based retailer known for their quirky, modern designs for homes; it offers functional furniture, bedding and bathroom, kitchen and dining room, lighting, decoration and more.

The brand’s entry into the Indian market is “strategic” and is expected to fill the “void of a modern and comprehensive lifestyle brand,” said Puneet Behal, senior vice president of Reliance Brands Limited.

“The new West Elm stores are a lifestyle experience where we want everyone to explore and discover the beauty of West Elm designs. We’re here to help you create a space that reflects you and what you love. This means forward thinking, problem-solving design that combines value, quality and responsible manufacturing, ”Behal said in a statement.

Williams-Sonoma, listed on the NYSE, also sells furniture, furnishings and home decor items under brands such as Williams Sonoma, PBteen, Williams Sonoma Home, Rejuvenation, and Mark and Graham.

West Elm offers exclusive Design Crew services with a dedicated team of experts providing free one-on-one design services. This team responds to styling questions and provides advice on room planning via online chat, virtual consultations via video, phone and email, and in-store by appointment, the retailer said.

RBL first announced its partnership with Williams-Sonoma in 2018. The announcement also included the creation of its Pottery Barn distribution chain in India; RBL has yet to announce any plans for the channel.

RBL began operations in 2007 with a mandate to launch and develop global brands in the luxury to high-end fashion and lifestyle segment. It has over 60 brands in its portfolio and a commercial footprint of over 1,339 doors across 595 stores and 744 shop-in-shops in India.

Its portfolio largely includes foreign brands such as Brooks Brothers, Burberry, Hamleys, Hugo Boss, Hunkemoller, Iconix, Jimmy Choo, Kate Spade New York, Michael Kors, Steve Madden, Superdry, Scotch & Soda, Tiffany & Co., Tory Burch, among others.

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