A reprise for Williams-Sonoma Home

Retail Editor 2, Staff Staff, March 28, 2013

San Francisco - As a free-standing store nameplate, Williams-Sonoma Home didn't gain enough traction to continue and the stores were shuttered in 2011. However, parent company Williams-Sonoma Inc. is breathing new life into the brand with a new catalog set to drop April 2.
During the company's quarterly conference call with analysts last week, WSI ceo Laura Alber said the collection is "really building on what we know is successful but also bringing to market an aesthetic that isn't being served at the high end."
The new designs are available online at www.wshome.com and in three stores in New York City (Columbus Circle), Portland (Alphabet District) and San Francisco (Union Square). The
The company describes the brand's new look as "relevant and timeless," suggesting Williams-Sonoma Home wants to lead the way in the new trend up updated traditional. The assortment includes luxury textiles and US-made upholstered furniture.
"We believe homes are as unique and individual as the people who live in them, and we've created a new look for Williams-Sonoma Home that is inspirational and more relevant to how customers are decorating their homes today," said Monica Bhargava, executive vp of product development, Williams-Sonoma. "The new Williams-Sonoma Home is chic, elegant and luxurious but also accessible and livable."
The spring collection addresses three design themes: New Traditional, Beach Chic and Rustic Modern.

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