How West Elm Became An Unlikely Incubator Of Independent Design

Through the Local program, West Elm is supporting independent designers—and building its own brand to boot.

Most independent designers would kill for a mass retailer to sell their work—unless it put them out of business. One of the harsh realities of partnering with large companies—which increasingly see independent design as a way to differentiate their wares from competitors'—is meeting demand. Making 100 of a particular item is not the same thing as making thousands; in many cases, a sudden large order from a retailer could throw the supply chain out of whack. Moreover, buying the materials and supplies to make an order often requires a large investment that can be financially burdensome.

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