Retail in Asia

In Shops

Williams-Sonoma debuts Sydney mega store

Laura Alber, Williams-Sonoma, Inc.

US furniture and interiors group Williams-Sonoma Inc. has opened this month in Sydney a mega store, which houses all four of the group’s brands — West Elm, Pottery Barn, Pottery Barn Kids and Williams-Sonoma –under one retail roof.

SEE ALSO : Williams-Sonoma enters South Korea with first Seoul store

Serving as the North American firm’s first stores to be owned and managed by the brand outside the domestic market, the new stores have bowed inside Oxford Street Mall, in Bondi Junction.

Expanding over three levels, the building embodies American interior style and was designed and planned by Williams-Sonoma designers, with the company’s merchandising team relocating from California for the Sydney launch.

Inside, flagship brand Williams-Sonoma — a retailer of cookware, tableware and groceries — is set up on the street level, with its full array of products. It even boasts a real-life kitchen where two chefs offer daily cooking classes to patrons.

Pottery Barn and Pottery Barn Kids, seller of homewares and kid’s varieties, respectively, are located upstairs in the building, with West Elm – the retailer of cookware, furnishings and accessories – being located on the basement level of the new Sydney store. Inside the West Elm store, a changing concept space – The Loft – has been laid out in warm hues for Australia’s autumn.

SEE ALSO : The renovated experience at Sydney T Galleria store

Williams-Sonoma Inc first entered Australia in 2014. It currently operates four Williams-Sonoma stores across Sydney and Melbourne. It has seven West Elm stores (with the addition of stores in Perth and Brisbane) and six Pottery Barn stores nationally.