Brands age with their target audience, so CB2 is maturing, just like Crate and Barrel was once low margin imports.

I think what happened was when CB2 first started, it was a more affordable line with smaller sized, more modern designed furniture aimed at city dwellers and younger, "hipper" clientele.

But over time it seems to have morphed into higher end, more modern designs that compete more with Design Within Reach or BoConcept.

From this thread it’s pretty clear that CB2, or its parent company, have done a crap job of defining their brand and target audience.

Anonymous wrote:CB2 is cheaper and more modern — aiming for apartment Gen Z

uhm...no. GenZ cannot afford $7500 outdoor couches.

What? CB2 is for modern design. It is expensive.

Owned by the same company.

When it first launched CB2 was aimed at a lower, more small space audience. But now that millennials have $$ and the modern look is in, CB2 tends to skew more expensive than mainline C&B if anything. It’s just a different aesthetic.

Anonymous wrote:My impression was CB2 is for teens, college students and young 20s.

Lol, with a lot of money! no it’s for modern. They have some great versatile pieces (stairway bookshelf) but their selection changes alot and is very trendy. I shop there regularly and I also shop at room & board, Mitchell gold, and C&B. Pottery barn is too traditional

Neither of them is a “line.” They are two retailers with the same corporate parent. Mainly CB2 has more “modern” and smaller scale stuff.

Anonymous wrote:Agree it's not cheaper. More modern is right.

West Elm was a success for Pottery Barn. Sort of like that, but I think CB2 is actually MORE expensive than C&B (and West Elm is sometimes cheaper than PB).

Yes, I agree. I thought CB2 was a cheaper diffusion line, but no, it's more expensive than C&B. My mistake!

My impression was CB2 is for teens, college students and young 20s.

Agree it's not cheaper. More modern is right.

West Elm was a success for Pottery Barn. Sort of like that, but I think CB2 is actually MORE expensive than C&B (and West Elm is sometimes cheaper than PB).

Anonymous wrote:CB2 is cheaper and more modern — aiming for apartment Gen Z

I used to think this, but CB2 is definitely not cheaper.

CB2 is cheaper and more modern — aiming for apartment Gen Z

What's the relationship between Crate and Barrel and CB2? Is CB2 a lower end label? Or more modern take? I can't tell the difference, both stores sell very similar styled stuff, right?