US retailer Williams-Sonoma has opened its first European store in London under the West Elm furniture and room decor brand.
The 12,000sq ft West Elm store opened on Tottenham Court Road earlier this month. It focuses on furniture, textiles, accessories and gifts and there is a West Elm Market shop-in-shop and a coffee shop. Around 30 members of staff have been taken on there.

President of West Elm Jim Brett said, "The city of London has such vibrant communities centered around design and innovation. I couldn't think of a better location for our first West Elm store in Europe. We are confident the broad assortment, globally-inspired aesthetic and engaging in-store experience of West Elm will appeal to customers in the UK."

President and chief executive officer of Williams-Sonoma, Laura Alber, added, "West Elm is our fastest growing brand, and has proven successful in markets around the world. We're looking forward to the response to our new store in the UK."

The London store includes a Local Gallery Wall featuring art from UK artists, sourced through Etsy, the online marketplace for handmade or vintage items, and artwork is available to buy framed and ready to hang. West Elm has also teamed up with UK artist Ben Treanor of Old English Company to create a unique West Elm London tote bag.

Part of the parent home product retailer Williams-Sonoma, West Elm launched in 2002 in Brooklyn, New York, and specialises in offering an assortment of handcrafted products and making unique pieces of furniture accessible to a larger audience. In its stores, the retailer offers a Design Lab, where customers can partner on complimentary design consultations and space planning sessions, and workshops and classes are held for local communities to discover and create together.

Customers can also use the West Elm blog Front & Main to find inspiration and information about trends and collections.