Article: Bridge line: mid-priced but high-profile, West Elm furnishings come home to a DUMBO headquarters.

On an early episode of Bravo's Queer Eye for the Straight Guy, designer Thom Filicia is extolling the virtues of the West Elm catalog, which lies open on a square West Elm cocktail table. On MTV's The Real World Paris, twentysomethings are having a heart-to-heart on a West Elm sofa--chocolate-finished base, tufted white cushions.

If West Elm is everywhere, credit Lisa Versacio, the dynamo who runs this division of Williams-Sonoma. The 16 million West Elm catalogs in circulation are reaching a younger audience than sister brands Pottery Barn and Hold Everything. Think college grads, moving into studio apartments.

Versacio spent two years commuting from ...

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