Is Williams-Sonoma Making New “Home” For Chambers?

Multititle home goods cataloger/retailer Williams-Sonoma is developing a furnishings spin-off of its eponymous kitchen products title. And according to comments made by chairman Howard Lester, the San Francisco-based mailer may be folding its upscale linens title Chambers into the new book.

Lester mentioned the newest initiative, Williams-Sonoma Home, during an Aug. 21 analyst call discussing second-quarter results. “We are in the early stages of it,” Lester said. “Chambers will probably become part of that business and dissolve into Williams-Sonoma Home…[Chambers] would be the anchor for the textile piece of the total strategy.” Commenting on the strategy, Kevin Silverman, a retail analyst with Chicago-based ABN-AMRO Asset Management, suggests that Chambers was the odd man when the company’s Pottery Barn brand started to take off. “It never occurred to them that Pottery Barn would be the success it became,” he says.

The $2.4 billion Williams-Sonoma, which declined to comment, launched Chambers in 1989 as a high-end bed, bath, and linens cataloger. According to Chambers’ data card, the book has 73,273 12-month buyers. The average unit of sale is $289. Direct sales at the company, which also mails the West Elm and Hold Everything catalogs, as well as several Pottery Barn titles, totaled $798.2 million last year.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.