West Elm Debuts Second Colorful Collection With Rhode L.A. Designers
Home design brand West Elm has released a second collaboration with Los Angeles fashion and lifestyle brand Rhode just in time for summer.
The collection of housewares incorporates Rhode’s archival rose, thistle, begonia and mushroom prints with an Indian flair on tabletop, bedding, bath, window and outdoor items, including the Wiggle Round Pillow ($39), Begonia Napkin Set ($40), Begonia Shower Curtain ($45) and Wiggle Mug and Cereal Bowl Sets ($52 each).
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Available in 50 West Elm stores, the range builds on the one that debuted last year, now including lampshades, wallpaper, rugs and doormats.
“We are so pleased to bring back Rhode + West Elm,” Day Kornbluth, president at West Elm, said in a statement. “The new collection includes the most-loved pieces from last year along with new fresh prints and patterns for a bright summer assortment.”
Rhode was founded in 2014 by Purna Khatau and Phoebe Vickers who met as freshman roommates at Hamilton College and discovered they had the same taste during their very first shopping trip to stock their dorm room.
“I wish we’d had this back then,” Vickers said of the collection launching just in time for summer parties and lunches outside.
After their time at school, Khatau entered the fashion world as a buyer for Harvey Nichols in London, while Vickers went into advertising in New York. They reconnected in 2013 and created a resort wear collection, making clothing in India, where Khatau grew up.
The contemporary brand was built on the foundation of fun, escapist prints, and is now available in 170 retailers worldwide, including Saks Fifth Avenue, Shopbop and Revolve. Under a new company president, Marla Toplitzky, Rhode has also been ramping up its direct-to-consumer distribution, and the digital business grew 90 percent last year, the founders said.
Dresses drive the most sales, including the Ella, Pia and the Lulani silhouettes. Last year, the brand launched a successful new swim category, and debuted a collaboration with Target.
Over the years, Beyoncé, Rihanna, Tracee Ellis Ross, Khloé Kardashian, Busy Philipps, Jamie Chung, Whitney Port, Zoey Deutch and other celebs have worn Rhode, which is currently in a trademark battle with Hailey Bieber’s Rhode skin care line, founded in 2022.
While the founders always dreamt of designing home, the Brooklyn-based West Elm and their global production capabilities made it a reality.
“They have such a great understanding of their customer and what they respond to,” Vickers said. “And their team also really love the brand.”
“The price point also brings Rhode to a much bigger audience,” Khatau said.
“We looked at our core prints that did really well for us, leaning into India as well as the idea of found things, so we have a Batik print from Indonesia and then the color palette was very coastal, pastel Bahamas inspired,” Khatau said of the inspiration.
Naturally, the designers have used the West Elm product in their own L.A. homes. “The quilt and the sham has changed by whole apartment.…I love the circular Wiggle pillows, and the bath mat I’m obsessed with,” Vickers said.
“My whole guest room is from our collaboration, and my kids are so excited for the breakfast-in-bed tray,” Khatau said.
Launch Gallery: Preview the RHODE x West Elm Collection
