May 30, 2017
Pottery Barn is facing different challenges beyond the shift toward e-commerce. The Williams-Sonoma brand simply produces furniture too large for Millennials’ apartments, and its rustic-meets-traditional home furnishings doesn’t appeal to younger consumers.
The chain saw its sales decline 1.4% over the past three months, the fourth consecutive quarter of decreases. That contrasts with sister brand, West Elm, which has delivered blockbuster growth quarter after quarter.
Pottery Barn began introducing more pieces designed for small spaces earlier this year, and that has been met with “strong demand.” Expanding those offerings and adding more modern styles could generate sales. But that strategy may alienate current customers or cannibalize West Elm’s sales, which has found success with Millennials by featuring more modern designs and neutral color palettes.
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