West Elm Opens Virtual Store on Roblox, Targeting Young Shoppers
West Elm has joined the growing list of fashion brands and retailers establishing virtual environments on gaming platforms like Roblox. The specialty home retailer's new space, West Elm Home Design, offers users immersive shopping and customisation options, reflecting the brand's current product assortment.
West Elm Home Design features a furniture store, coffee shop, and merchandise boutique. Users can decorate their virtual homes with West Elm products and sport branded accessories on their avatars. The virtual space also includes minigames and activities that reward players with tokens, prizes, and giveaways.
West Elm is the first specialty home retailer on Roblox, joining major fashion names such as Gucci, Nike, and Balenciaga. Gucci, for instance, has launched two virtual experiences, Gucci Garden and Gucci Town. Other retailers like Walmart, Gap, and Forever 21 have also set up shop on the platform. Roblox is enhancing its Marketplace and introducing new in-game advertising formats to support these virtual environments.
West Elm's entry into the metaverse comes as interest in virtual worlds grows among younger audiences. A Piper Sandler survey found that less than half of teenagers are not interested in or unsure of the metaverse. By offering immersive shopping experiences and digital wearables, brands like West Elm are reaching these audiences in innovative ways.
