Sonoma gives credit to new business
November 20, 2002,
San Francisco — Customers' response to Williams-Sonoma's Pottery Barn and Pottery Barn Kids proprietary credit card, launched during the third quarter, has exceeded expectations, the company said during its third quarter conference call this week, and the average transaction on the card has been higher than that of other payment methods.
Of the 148,000 accounts opened on the card, some 19 percent are believed to be from new customers, said Laura Alber, president, Pottery Barn brands. Total sales charged on the card during the quarter reached $75 million.
The company's direct-to-customers segment grew 6.5 percent to $187.7 million, driven by increased sales in the Pottery Barn, Williams-Sonoma and Pottery Barn Kids brands, as well as incremental sales in its West Elm catalog.
Williams-Sonoma continues to be pleased with its West Elm catalog performance, and if the trend continues, it plans to significantly increase the current circulation of 4 million, with a website in 2003 and stores in 2004.
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