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'Barns' big part of Sonoma cash

SAN FRANCISCO — Pottery Barn and Pottery Barn Kids represented 71.4 percent of the revenue gross for Williams-Sonoma in 2003, according to the company's recently released annual report to shareholders.

These two brands accounted for the majority of the 20.8 percent increase in direct-to-consumer revenues for the corporation, the report said.

Net sales in the segment of the business increased primarily because of an increase 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.

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