If your child is named "Juniper" and you use the word "artisanal" to describe more than three items in your pantry, Williams-Sonoma is about to make you a very happy hipster. Today, the San Francisco-based home retailer launches West Elm Market, a concept aimed directly at Millenial homemakers.
"We were inspired by the common sense shopkeeping of the classic general store to develop a collection of genuine and useful household goods that make even the most practical chore a little more enjoyable,” said West Elm president Jim Brett. “The Market store is designed to be a place to gather, learn, and connect.”
Merchandise will include "kitchen, garden and personal care items, including plants, biodegradable cleaning products, cookware and pantry products." The West Elm website will sell candy-colored appliances from Smeg.
Williams-Sonoma is testing the skinny be-jeaned shopping waters with a stand alone store in Brooklyn (natch) opening tomorrow and eight Market shop-in-shops bowing November 8th in West Elm stores in Costa Mesa, Dallas, Los Angeles, Philadelphia, Nashville, New York City, Seattle and Toronto. The Brooklyn flagship store will include "a café and a common area for community workshops," presumably staffed by men donning ironic Victorian facial hair.
Next up? A collabo with Etsy and Merriam-Webster for a chain-let of art galleries featuring nothing but silk-screens of random words.