Fortune recognized 5 Tech Startups to Watch in Durham, N.C.

“The old tobacco town of Durham is ablaze with tech know-how, home to companies large (IBM IBM 0.30% , EMC EMC 0.34% ) and small. Many are part of ­American ­Underground, a community by the former campus of the ­American ­Tobacco Co.”

—"5 Tech Startups to Watch in Durham, N.C." Richard Morgan, Fortune

West Elm Learns from Durham Store

"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