West Elm Fastest Growing W-S Brand
March 14, 2005,
San Francisco — Recognizing West Elm as one of its fastest growing brands and potentially its biggest over Pottery Barn, Williams-Sonoma Inc. is transitioning the store's assortment to a broader appeal, the company said during its presentation at last week's Bear Stearns Retail, Restaurants and Apparel Conference.
For its Williams-Sonoma brand, the company is embarking this year on several new initiatives that include revamping the remaining 199 Williams-Sonoma units that measure less than 6,000 square feet, said Patrick Connolly, executive vice president and chief marketing officer.
Williams-Sonoma also has plans to update its catalog, beginning this spring, per mailing cycle, “to look fresh and new and more seasonally relevant,” he added.
As for its Williams-Sonoma Home brand, the company this year will open its first units. It already sees promise based on customers' responses — the peak purchase rate of people who have bought from Williams-Sonoma Home is among the highest in the company, said Connolly.
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