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'Barns' big part of Williams-Sonoma cash

Pottery Barn and Pottery Barn Kids represented 71.4 percent of the revenue gross for Williams-Sonoma in 2003. The brands accounted for the majority of the 20.8 percent increase in direct-to-consumer revenues for the corporation, according to its annual report to shareholders.

Net sales in this segment of the business increased primarily because of a rise in the catalog circulation for Pottery Barn, and the momentum of the Pottery Barn Internet business. Pottery Barn Kids net sales in direct-to-consumer was attributed to the increased circulation and the gross of the baby and gift registries.

Total company direct-to-consumer sales were $966 million, an increase of 10.2 percent, up from $798 million in 2002. Catalog accounted for $634 million, a gain of 6.1 percent, up from $598 million. Internet sales climbed to $333 million, up from $200 million in 2002.

The company estimates that some 50 to 60 percent of the non-bridal Internet sales are incremental to the direct-to-customer channel, and about 40 to 50 percent are from mail-order customers who recently received the catalog. Corporate retail sales were $1.6 billion.

In 2003, the Williams-Sonoma brand recorded the highest comp-store increases with 6.7 percent.

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