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West Elm Gets into Hotels and Gender Politics

Jim Brett, the president of West Elm, the furniture chain that sells what you might call mainstream modern furniture, was looking for the brand’s next act. He didn’t think he’d find it at the mall; West Elm already has more than a hundred stores. Children’s furniture might have been a logical next step, but it is burdened by complex safety regulations. Where else do lots of people sleep and sit? Brett, a frequent traveller, had spent countless nights in sterile, unwelcoming rooms.
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