WEST ELM NAMES JOHANNA UURASJARVI SENIOR VICE PRESIDENT OF DESIGN

Fashion Industry Veteran to Lead Creative Direction and Product Design for Fastest Growing Williams-Sonoma, Inc. Brand

BROOKLYN, N.Y.--()--Home furnishings retailer West Elm today named Johanna Uurasjarvi as senior vice president of design, responsible for guiding the overall creative direction of the West Elm brand across its retail, catalog and online channels. She will lead the product design team and report to West Elm president, Jim Brett.

Bringing more than 20 years of fashion design experience and a lifetime of passion for design and global craft, Uurasjarvi joins West Elm from the lifestyle brand, Anthropologie, where she was the executive creative director of product design. While at Anthropologie, Uurasjarvi consistently delivered innovative collections and was an instrumental part of a team that helped the brand expand to more than 200 stores with over $1 billion in revenue.

“It was a great privilege to be able to work with Johanna during my career at Anthropologie,” said Brett. “We had a powerful partnership and to have a chance to work with her again is an incredible opportunity for me, for West Elm, and for our customers. She inspires like no one else.”

During her time at Anthropologie, Uurasjarvi also conceptualized and launched the wholesale fashion brand Leifsdottir. With a nod to her Scandinavian roots, featuring clean lines, unique prints and high-level craftsmanship, the label was carried by 200 additional doors, including Neiman Marcus, Bloomingdale’s and Nordstrom stores.

“I am thrilled to join the incredibly talented West Elm team and build on the solid foundation they have created, taking impact sourcing, artist collaborations and accessible style to the next level,” said Uurasjarvi. “After 15 years of designing apparel, accessories and home collections, I am looking forward to narrowing my focus solely to home. With a family of my own, it is an area that I am inspired by every day, as I constantly seek to create a comfortable home that both functions with our lifestyle and reflects our personal style.”

Born and raised in Finland, Uurasjarvi graduated from Helsinki’s Aalto University in the field of Art and Design and worked internationally before settling in at Anthropologie, headquartered in Philadelphia. Her next adventure involves a move to Brooklyn, New York, with her husband, three children and dog, where she will embark on styling a new dream home that blends her Scandinavian heritage with the modern aesthetic of West Elm.

About West Elm

West Elm helps customers express their personal style at home. Headquartered in Brooklyn, NY, the brand introduced its first catalog in 2002, and opened its first store in 2003 in DUMBO, the Brooklyn 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 United States and around the world, West Elm creates unique, affordable designs for modern living. The brand operates 72 retail stores in the U.S., Australia, Canada, and the United Kingdom, ships to customers globally, and operates stores in the Middle East through an unaffiliated franchisee. West Elm is online at westelm.com, 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.

Contacts

Contact for West Elm:
Nicole Sutliff
P: 718.780.4416
nsutliff@wsgc.com
Dru Ortega
P: 718.780.0482
aortega2@wsgc.com

Contacts

Contact for West Elm:
Nicole Sutliff
P: 718.780.4416
nsutliff@wsgc.com
Dru Ortega
P: 718.780.0482
aortega2@wsgc.com