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West Elm bets big on kids’ rooms


Brooklyn, NY – West Elm is taking the wraps off West Elm Kids, a new brand offering sustainable home furnishings for baby, kids and teens.

The brand debuts with more than 200 lifestyles products including modern, boho and mid-century. Sustainability is a major theme for the assortment.

In tandem with the new brand, the retailer is also launching a new digital West Elm Kids experience as a one-stop destination daily inspiration through content, trend shops and room planning tips. Together, parents and children can design a room using West Elm Kids collections for nurseries and playrooms as well as teen bedrooms and small spaces.

West Elm’s Design Crew offers families free virtual consultations and personalized design advice either online through video, phone and Design Chat or in a local West Elm store. Expecting parents can also create their baby registry online.

West Elm Kids also includes the nameplate’s collaboration with sister brands Pottery Barn Kids and Pottery Barn Teen, resulting in more than 2,000 products. The brand is also expanding its West Elm Kids assortment of prints and patterns to include more choice in materials such as European flax linen, jersey and 100% organic cotton, and offering functional accessories like  animal-themed storage baskets, a mid-century easel and organizational pieces for small spaces.







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