"In the college town of Durham, N.C., demographic data suggested that West Elm should expect a younger shopper seeking a contemporary look. A few months in, the store wasn’t living up to its potential...Online sales revealed a preference for traditional, not modern, pieces—a reflection of the state’s role as the birthplace of American furniture. The local team revisited the store’s offerings and sales rebounded."
—"At West Elm there's no place like home," Beth Kowitt, Fortune
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