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For West Elm, independent design is good business

In 2013, the mid-market furniture company West Elm vowed to spend $35 million over two years to support local, independent designers. The bet paid off. As Co.Design’s Diana Budds reports, the initiative has helped West Elm hit double-digit growth for 24 consecutive quarters. In turn, West Elm acts like an incubator, helping independent designers solve business problems and scale responsibly.