Williams-Sonoma has brand new plan

NEW YORK — Williams-Sonoma is firing up brand expansion this year — opening more stores, increasing catalog circulation across nearly all of its properties and, in some cases, expanding the footprint of existing retail stores.

The company also believes that its fledging West Elm brand, which opened its first store just last year, may become the single most important brand in its portfolio, executives said during the Lehman Brothers Retail Seminar here.

"Our research shows that Americans have never been more focused on their homes than they are today," said Patrick Connolly, executive vice president and chief marketing officer.

West Elm, which debuted in early 2002 as a catalog, will open just two additional stores this year (Manhattan and northern California), bringing its store count to three. However, Williams-Sonoma has already expanded its vision of the core customer beyond the urban dweller, Connolly said.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • Live From New York: Fashion Comes Across the Pond

    Camera Icon More Videos

Subscribe to
Home & Textiles Today eDaily
Receive the news you need to know about the trends in the industry delivered right to your inbox.


HTT Cover October 2017

See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!