A NY Times article on the new Williams-Sonoma venture West Elm (note: link resizes window) hints at what happened to Crate & Barrel’s venture into the GenX market, CB2, which I mentioned here two years ago. The original concept, perhaps lacking in sophistication, didn’t take off as well as expected and was overhauled. Now CB2 may expand into other areas. We’ll see if the Elm Street catalog gives it a run for its money. Their target market is similar, but Elm Street is cultivating a New York apartment lifestyle. Senior VP Lisa Versacio pushed for it to be more than a cheaper version of Pottery Barn (a Williams-Sonoma brand). While it will be more affordable than its older sister, it will be decidedly more urban and scaled for small living quarters.