Why Marriott is adding home decor and furniture to its retail offerings

Fine hotels have long sold the luxury beds, sheets, and bathrobes featured in their rooms to guests, including Marriott International, whose brands include W Hotels, The Ritz-Carlton, and Westin. Now, Marriott is expanding its retail offerings far beyond bed and bath, with a line of decor, furniture, and art it’s calling Design Shop.

The collection is launching with more than 75 pieces that are identical or similar to items found in Westin or W Hotels rooms. A wall sconce like those in rooms at the W Hotel location in New York’s Union Square, for example, retails for $210 and promises to do no less than transform “any wall into a moment of urban sophistication.”

Other items you might not expect to be ordering along with slippers and a scented candle from your favorite hotel include the bench at the foot of beds in the W Hotel in Union Square, made of wood and vegan leather (vinyl), priced at $2,890. Both of those pieces were designed by the Rockwell Group, the architecture and design firm that completed a $100 million renovation of the hotel in 2025, after originally designing it in 2001.

Offerings from Westin in the new design collection include an oak nightstand ($1,500) and a wool-covered down throw pillow ($518).

“We’ve always sold the basics: sheets, beds, towels, [and] candles,” Peggy Roe, EVP and chief customer officer at Marriott International, told Retail Brew. “This expansion is more to represent the lifestyle and design of our hotels…People get inspired when they stay with us, and they want to buy the things that they see in the hotels.”

Do try this at home: Westin, then owned by Starwood Hotels & Resorts (which Marriott acquired in 2016), began selling its popular in-room mattress, the Heavenly Bed, to consumers in 1999 via a hotline number, and had sold more than 500,000 by 2024.

With retailers obsessed over dwell time, since the longer consumers examine items the more likely they are to buy them, you could see why hotel rooms would be effective as quasi retail showrooms.

“If you compare it to any retailer, no one’s living in the Bloomingdale’s right down the street and staying for 24 hours, but in our rooms, you actually get to test and play with these things,” Roe said. “When we understood that competitive advantage, we then said, ‘Well, what do we want this business to be?’”

Marriott’s expanded retail program is not just to generate revenue, but also to stay top-of-mind with guests.

“We wanted it to be complementary to our core business, and so it’s one way for us to extend the brand experience into the home of people who love our brands,” Roe said. “Ultimately, we know that when people engage with us with different products outside of just hotel rooms, it actually translates into longer time with us in the program and more stays in more hotels.”

While the company can’t yet know whether having a W Hotels wall sconce in someone’s rumpus room is going to inspire them to stay at its hotels more, it has found that when its guests engage with non-hotel-stay activities through its propertywide loyalty program, Bonvoy, they are more likely to make reservations.

Roe said, for example, that when its loyalty program members participate in the Eat Around Town program that earns them hotel loyalty points when they dine out, “they drive 14% more revenue into our core business of just staying in rooms.”

Room to grow: Marriott plans to continue to expand its retail offerings to highlight its other hotel properties, including a collection of items tied to the JW Marriott Hotel Tokyo planned for the fall.

The hospitality company has been known to partner with retailers, including Pottery Barn, which carries its Westin Heavenly Bed mattress, and Roe said partnering with a retailer to sell some of its new design line could happen, too.

“We could take the W Union Square design [line] and showcase it in a department store if we wanted to,” Roe said. “We’re pretty early days in building this business, and we’re testing and learning our way into what works and what we can do at scale, but you can imagine a lot of different opportunities for merchandising.”