West Elm looks beyond the city limits
May 25, 2004,
SAN FRANCISCO — To boost sales, Williams-Sonoma will diversify the year-old West Elm brand to expand its appeal beyond city-dwellers.
Building on its flagship West Elm store in Brooklyn, N.Y., Williams-Sonoma Inc. plans to open two more "prototype" West Elm retail stores during the third and fourth quarters, stated CEO Ed Mueller during the company's first quarter conference call today.
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