BROOKLYN, NY (February 13, 2018) – West Elm today announced it will open its second Toronto store in the Yonge-Eglinton neighbourhood at 2434 Yonge Street on Thursday, February 15 at 10 a.m. The 16,295 sq. ft. store is expected to bring approximately 30 jobs to Midtown Toronto and support seven Toronto-based makers and designers, offering customers an array of locally made products alongside the brand’s spring assortment of home furnishings and décor. West Elm North Toronto will also offer Williams-Sonoma, Inc.’s cross-brand design consultation program Design Crew, which pairs customers with experts who can provide design and installation services. The new Midtown location comes three months after the launch of parent company Williams-Sonoma, Inc.’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 West Elm President Alex Bellos. “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.”
A selection of locally made products by seven makers and artisans based in Toronto will be showcased as part of the West Elm North Toronto LOCAL assortment including:
- Claire Manning: Hand drawn illustrations depicting cartoon-like caricatures
- Daily City Train: Photographs of iconic Toronto cityscapes transformed into coasters
- Hubbub Paper Co.: Letterpress stationery and paper goods for the everyday
- Son of a Woodcutter: Unique furniture pieces made from reclaimed and salvaged wood
- The Neighbourhood Unit: Locally inspired illustrations featuring modern city maps and neighbourhood maps
- The Good Bar: All-natural, handcrafted soap made with essential oils in small batches
- Xenia Taler: Geometric-shaped ceramic coasters in bright colors and unique metallic designs
Each West Elm location features design details inspired by the local architecture and landscape. The cash wrap at West Elm North Toronto is inspired by the waterfront view of Toronto and 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 cash wrap, paying homage to Lake Ontario.
West Elm invites the local community to join their new North Toronto store team for a grand opening celebration with special opening weekend promotions, music, cocktails and light bites on Wednesday, February 14 from 6 p.m. - 8 p.m. A portion of the evening’s proceeds will benefit the local non-profit Design Exchange, a museum dedicated to making design more accessible through experiences and education. To RSVP, please visit westelmtoronto.splashthat.com. On Thursday, February 15, the first 300 shoppers with a $50 minimum purchase will receive a limited edition West Elm North Toronto tote bag.
For up-to-date information on in-store promotions and events, customers are encouraged to “like” the West Elm North Toronto store on Facebook and follow the store on Instagram: @westelmnorthtoronto. West Elm North Toronto will be open Monday - Wednesday, 10 a.m. - 7 p.m., Thursday - Saturday, 10 a.m. - 8 p.m., and Sunday 11 a.m. - 6 p.m. The store’s address is 2434 Yonge Street, Toronto, Ontario, M4P 2H4 and the phone number is (416) 480-1078. Applicants interested in joining the West Elm North Toronto team may send an email to WestElmStores@wsgc.com.