SOURCE: Windermere


November 01, 2016 11:00 ET

Windermere Real Estate Launches New Ultra-Luxury Brand: W Collection

New brand is customized for Seattle area's growing premium luxury real estate market

SEATTLE, WA--(Marketwired - November 01, 2016) - OB Jacobi, President of Windermere Real Estate, announced the launch of Windermere's new ultra-luxury brand, W Collection. W Collection is a marketing program that is tailored to the specialized needs of clients with homes priced at $3 million and above in Western Washington.

"Over the past few years Seattle's high-net-worth population has exploded thanks to our booming economy, growing tech sector, and increasing international appeal," said Jacobi. "This has created a need to provide premium level services and brand power to Seattle's growing ultra-high-net-worth real estate market."

According to Windermere Real Estate Chief Economist, Matthew Gardner, census data shows that the number of households with incomes above $150,000 in King County rose by 52 percent between 2010 and 2016, and is expected to grow by an additional 34.6 percent by 2021. "The considerable growth in this income tier is a strong indication that there has been substantial growth in the ultra-high income levels in Seattle, as well," said Gardner.

Jacobi said that there has been a significant increase in the number of home sales in the $3 million+ market over the past five years, citing that in 2011 there were only 45 such sales in King County, while in 2015 there were 131. Year to date, there are 135 $3 million+ sales which is 24 more than this same time period last year. "Windermere agents represent anywhere from 40-60 percent of the $3 million+ sales in the Seattle area, so we felt we were in the ideal position to build a brand that could provide enhanced marketing support to the growing number of ultra-luxury homes," said Jacobi.

W Collection is its own standalone brand with a separate website,, signage, presentation materials, and specialized advertising opportunities. Overseeing the creative direction of W Collection is Leigh Canlis, who was hired in January of this year to spearhead this new brand. When developing W Collection, Canlis said that the goal was to create a sophisticated, yet humble, brand that evokes the understated expression of wealth that is unique to the Pacific Northwest. "Our clients are not largely drawn to the shows of excessive wealth that you see at other companies and in other parts of the country. This is reflected in the W Collection brand," said Canlis.

Development of W Collection began a little over a year ago with the hiring of 1000Watt Consulting, a brand and marketing agency that specializes in the real estate and mortgage industries. "Windermere already owned commanding market share in Seattle, so we approached this as an opportunity to help them consolidate that lead," said Brian Boero, founding partner of 1000Watt Consulting. "Everything we created - the logo, the brand system, the website design - was designed to build on the strength of the Windermere brand, while opening up new territories aimed at the very top stratum of the market."

Jacobi added that the process was highly collaborative with Windermere agents playing an integral role in every step of W Collection's development, "Over the past 44 years some of Windermere's best ideas have come from our agents who are totally in tune with the needs of their clients and the shifting demands of the market," said Jacobi. "W Collection was born from this same agent ingenuity."

For more information please email Shelley Rossi or call 425-269-7132.


Windermere Real Estate is ranked the largest regional real estate company in the Western U.S. with over 300 offices and 6,000 agents serving communities in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington, and Mexico. Last year, Windermere closed over 86,000 home sales for more than $31.7 billion in dollar volume. The Windermere family has a proud heritage of serving our neighbors via the Windermere Foundation, which funds services for low-income and homeless families. Since 1989, the Windermere Foundation has contributed more than 32 million dollars towards improving lives in the communities where we live and work. For more information, visit

Contact Information

  • Shelley Rossi
    VP Communications
    815 Western Ave Ste 400
    Seattle WA 98104-1409
    Office: (206) 695-5959