When I got married, the registry of choice for most of my crowd was Bed Bath & Beyond (NASDAQ:BBBY), for its huge selection and cash-back policy for returned gifts. Today, better options have arisen. I find Bed Bath & Beyond’s store layout large and confusing and the product line outdated. This sentiment is corroborated by a growing string of revenue declines, and the company is finally taking action by hiring a new CEO and executive lineup to turn the tide. Williams-Sonoma (NYSE:WSM), on the other hand, is an upscale brand that has managed to reach a mass audience while retaining an upmarket image and improving sales. Here are four ways the kitchen and home connoisseur has achieved this, and the lessons Bed Bath & Beyond can learn as it embarks on an overhaul.