Shopping··4 min read
West Elm London: First Look at the Tottenham Court Road Store
West Elm London has landed on Tottenham Court Road. We went for a wander, sat in far too many chairs and fell for the James Harrison rocker.
For years, West Elm was the shop we visited on trips to New York and then sighed about all the way home. So when the American brand finally opened West Elm London on Tottenham Court Road in December 2013, we were there almost as soon as the doors opened. It is the company's first UK store, set over two floors on a street that has long been London's unofficial furniture mile, and it brings that easy, mid-century-meets-loft look within a short walk of Goodge Street.
We spent a happy afternoon working our way through room sets, testing sofas and quietly deciding which pieces we would save up for. One chair in particular stopped us in our tracks, but more on that below.
West Elm London: what the store feels like
The first thing you notice is how lived-in it all looks. Rather than rows of furniture lined up like a showroom, the space is broken into little vignettes: a sitting room with a low grey sofa and a round coffee table, a bedroom dressed in washed linen, a dining corner with a mix of chairs that do not quite match (in the best way). It makes it much easier to imagine how a piece would sit in your own home.
There is also a West Elm Market shop-in-shop and a coffee counter, which turns a browse into a proper outing. The Market corner is where the smaller, more giftable things live, from kitchen utensils to plants and stationery, so it is a good first stop if you are not ready to commit to a sofa.
- Upstairs and down: give yourself time to see both floors, as the mood shifts between them.
- Textiles: the cushions, throws and rugs are where the brand's love of pattern really shows.
- Lighting: look up, because some of the most interesting pieces are hanging overhead.
The West Elm rocker we cannot stop thinking about
The piece that had us lingering longest was the West Elm James Harrison rocker. It is part of a small collection West Elm developed with James Harrison, a British furniture designer, alongside a settee and a wing chair. The rocker has an exposed timber frame and generous, softly upholstered cushions, which gives it the feel of something you might inherit rather than buy new.
What we love is the way it reworks a very traditional form. A rocking chair can easily look like nursery furniture or something from a farmhouse porch, but this one is low, deep and grown-up. It would be equally at home by a sitting room window or in the corner of a bedroom, with a lamp and a pile of books beside it.
A good rocking chair slows a room down. It invites you to sit for longer than you meant to, which is exactly what a home should do.
If you are considering the West Elm James Harrison rocker, do go and sit in it first. Rockers are personal: seat height, depth and the arc of the runners all change how relaxing they feel, and the only real test is ten minutes with a cup of tea.
How to shop West Elm in a London home
London homes come with their own quirks: narrow staircases, Victorian alcoves, small reception rooms that double as offices. A few things we kept in mind as we browsed:
- Measure the route, not just the room. Hallways, turns on the stairs and door frames are where big sofas come unstuck.
- Mix, do not match. West Elm pieces look best alongside vintage finds and things you already own. One statement chair is better than a full set.
- Think about texture. The brand does a lovely line in nubby wools, linens and woven rugs, which soften the harder edges of a modern flat.
- Use the smaller pieces. Side tables, lamps and cushions are an easy way to bring the look home without a big outlay.
The relaxed styling here sits nicely with the Scandinavian mood we explored in our look at Swedish charms, and many of the shelving and storage pieces would work well with the ideas in our guide to open shelving in kitchens.
Our verdict on West Elm London
London is not short of furniture shops, but West Elm brings something a little different: an approachable, American take on modern design, with a strong eye for pattern and craft. It sits comfortably among its Tottenham Court Road neighbours while feeling distinct from them, and it is a welcome addition for anyone furnishing a first flat or refreshing a tired room.
We will be back, almost certainly to sit in that rocker again. In the meantime, if January has you planning a home refresh, our notes on the Apartment Therapy January Cure are a good place to start clearing the decks before you buy anything new.
Looking back: West Elm has stayed on Tottenham Court Road as its London flagship and has since grown its UK presence. Collections change regularly, so check the current range if you are hunting for a specific piece like the James Harrison rocker.
Questions readers ask
Where is West Elm London?
West Elm's first UK store opened on Tottenham Court Road in central London in December 2013, and it remains the brand's London flagship.
What is the West Elm James Harrison rocker?
It is a rocking chair from a collection West Elm created with British furniture designer James Harrison, with an exposed wooden frame and soft upholstered cushions.
Is the West Elm rocker still available?
West Elm's ranges change regularly, so check the current collection in store or online before planning around a particular design.
