The company is expanding into this new market in light of 26 consecutive quarters of double digit comparative growth. The properties will reflect the local design elements and cuisine and culture from the region. Further, artwork for the common areas and rooms will be commissioned from local artists. In a twist, hotel patrons will be able to buy the furniture used in the hotels online. The West Elm Hotel brand will compete in the boutique hotel market, which the company says is what consumer are demanding. Customers want 'unique experiences' rather than 'standardization' from hotel operators. Boutique hotel management is DDK's specialty and core competency. DDK's founding and current principals have developed and currently operate more than 70 properties globally. According to STR, a data and analytics company, there is room for growth in the boutique hotel market. Despite the market growing 24% over the past six years, the total number of boutique hotels only represent 2% of the total hotel room market supply. Employees were able to test out the rooms that will be built in the hotels in a Brooklyn warehouse. Cigarette butts and soda as well as other substances were dumped and tested on the fabrics to check for quality. The company will choose to use dim lighting in the hallway, as it has shown that people are quieter when it's dark.