Market Overview



Home furnishings retailer West Elm will open a new store in Connecticut at Blue Back Square in West Hartford on Thursday, November 5 at 10 a.m. The more than 9,000-square-foot store will open with West Elm's holiday assortment including Fair Trade Certified and handcrafted products accompanied by a suite of complimentary design services. The store will also feature products from five Connecticut-based makers through West Elm's LOCAL initiative. To commemorate the opening, West Elm has commissioned Hartford-based artists Hartford Prints! to design a limited edition tote bag that will be gifted on November 5 to the first 300 shoppers with a $50 minimum purchase.

"West Hartford Center has served as a community hub for more than a century," said West Elm president Jim Brett. "Our new store in Blue Back Square will continue this tradition by serving as a destination for people to discover and connect with new LOCAL makers and artists from across the state."

West Elm is committed to partnering with local makers, designers and artisans to pick unique, regionally sourced products. West Elm West Hartford will offer bath soaps, stationery products, tea towels and coasters from the following Connecticut-based makers:

  • &Morgan: A father/daughter team who screen prints flour sack tea towels combining their passion for drawing and cooking.
  • Hartford Prints!: Three sisters who hand print postcards, prints and totes.
  • New Antiquity: A husband and wife team who handcrafts decorative objects from locally salvaged wood.
  • Mystic Knotwork: A family keeping New England's knotwork tradition alive through trivets, coasters and keychains.
  • Treefort Naturals: A Colchester-based maker who processes natural soaps from scratch.

The West Hartford store will serve as a creative, community-driven space designed to help customers discover their personal style at home. Customers can work with a free Home Stylist in the store's Design Lab, or make an in-home appointment to pick paint colors, fabric swatches or design a floor plan.

Store opening activities include a sweepstakes* that offers local customers a chance to win a $2,000 gift card and an invitation to a pre-opening shopping event on Wednesday, November 4 from 6-8pm. For up-to-date information on in-store promotions and events, customers are encouraged to Like the West Hartford store on Facebook: and follow the store on Instagram: @westelmwesthartford.

West Elm at Blue Back Square is open Monday-Saturday 10 a.m.- 9 p.m., and Sunday 11 a.m.- 6 p.m. The store's address is 91 Memorial Rd. D50, West Hartford, CT 06107 and the phone number is 860-231-7781. The opening of West Elm West Hartford will create approximately 25-30 new jobs.

About West Elm

West Elm helps customers express their personal style at home. Headquartered in Brooklyn, NY, the brand opened its first store in 2003 in DUMBO, the neighborhood it still proudly calls home. Everything West Elm does is designed to make an impact, from its commitment to Fair Trade Certified, local and handcrafted products to its community-driven in-store events and collaborations. Mixing clean lines, natural materials and handcrafted collections from the US and around the world, West Elm creates unique, affordable designs for modern living. The brand operates 80 retail stores in the United States, Australia, Canada and the UK, ships internationally to customers around the world and operates stores in Mexico, the Middle East and Philippines through unaffiliated franchisees. West Elm is part of an active community on Facebook, Instagram, Pinterest, Twitter and YouTube, and is a member of the Williams-Sonoma, Inc. portfolio of brands.

*Open only to residents that live within the West Hartford, CT area. Official rules of the sweepstakes can be found on the West Elm West Hartford Sweepstakes page.

West Elm Contacts:
Nicole Sutliff, 718-780-4416
Andres (Dru) Ortega, 718-780-0452

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