Williams-Sonoma (WSM)
Sells kitchenware and home furnishings across Pottery Barn, West Elm and Williams Sonoma.
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Williams-Sonoma is a family of American home brands — Pottery Barn, West Elm, the Williams Sonoma kitchen shop, the children's line — selling furniture, cookware and decor the company designs itself and sells mostly online. Opening stores is not the engine. Growth comes from selling more through the brands it already has: to decorators, hotels and apartment developers, and to shoppers who take the free design help.
Item facts: FY2025 · 52 weeks ended Feb 1, 2026, from filings, earnings calls and company pages.
Judgment weights, not filed revenue
The band summarizes business focus and direction. ~ marks estimates.
7 in detail · 11 more below
Pottery Barn
Casual-upscale furniture and decor, and the company's biggest brand: $3.0B of sales, 38.4% of the total, 181 stores. Sales fell four years running, then turned up in the two most recent quarters — whether that holds is the thing to watch.
Competes with RH Interiors (RH) · Crate & Barrel furniture & tabletop (Crate & Barrel) · Arhaus premium furniture (Arhaus)
In plain English
A whole living room, styled: the sofa, the dining table, the lamp, the rug, the cushions nobody sits on. Pottery Barn designs that room and sells it, through its website and 181 of its own stores.
It makes its money at the marked price rather than on discounts, because the pieces are its own designs and no rival stocks the identical sofa to undercut. People buy when they move or redo a room, so sales sagged through a slow stretch for housing. The furniture itself comes from outside factories in Vietnam, India, China and the US — no single one of them makes even a twentieth of what the company buys — which is why import taxes have been landing on the margin.
Design Crew
Free interior-design help, in the stores and online. More than half of what the stores sell now runs through one of these appointments, and the stores grew faster than the website last year. The bill is payroll.
Competes with RH Trade Program & in-house design (RH) · Crate & Barrel Trade Program (Crate & Barrel)
In plain English
Bring a photo of an empty living room into one of the stores and someone on staff will plan the whole thing for you — what goes where, which fabric, what size rug — and charge nothing for it.
There is no fee, so the return shows up elsewhere. More than half of everything the stores sell now involves one of these appointments, and last year the stores out-grew the website even though the website is the bigger channel. Those same staff designers are how the company meets professional decorators, who later order for clients of their own. What it costs is wages and store payroll, a bill that grows right along with it.
West Elm
Modern furniture and decor aimed at younger city households: $1.86B in fiscal 2025 across 116 stores. It fell the hardest of the big brands after 2022 and is climbing back, with comparable sales up 6.4% in the August quarter.
Competes with CB2 modern furniture (Crate & Barrel) · IKEA modern furniture (IKEA)
In plain English
The clean-lined, modern end of the house — sofas, dining tables and decor for a first apartment rather than a family home. Same machine as its sisters: the company's own designs, sold online and in stores at or near full price.
It is also the brand the hotel-and-office side leans on hardest, so a single order can be a lobby's worth of chairs rather than one couch. Having fallen further than any of its siblings when furniture demand dried up, it is now growing again; management credits that business, new outdoor and children's ranges, and a collaboration with Marcus Samuelsson.
B2B — Trade and Contract
The same designs sold to interior decorators and to hotels, restaurants, apartment buildings and offices — Kimpton, W Hotels and Related Companies among the names. Past $1B in fiscal 2025 and up 14.5% in the August quarter; it moves with construction, not shopper traffic.
Competes with Crate & Barrel Contract Program (Crate & Barrel) · RH Contract (RH) · Design Within Reach Trade (MillerKnoll)
In plain English
A hotel opening two hundred rooms needs two hundred nightstands, and would rather buy a look that already exists than commission one. The brands own a look, so the company built a division that sells it by the pallet, including heavier versions made to survive a lobby.
Two kinds of buyer sit inside it. Decorators, ordering for one client's house at a time; and companies — hotel groups, restaurants, apartment developers, offices — buying in volume, which is the faster-growing side of it. The money lands inside each brand's sales rather than on a line of its own, and no single account is anywhere near big enough to swing the company total.
Williams Sonoma
The founding kitchen shop — cookware, knives, small appliances, tabletop and food, plus a premium furniture range. $1.36B in fiscal 2025, and the one big brand whose comparable sales never turned negative through the downturn; they rose 7.6% in the August quarter.
Competes with Crate & Barrel cookware & tabletop (Crate & Barrel) · HomeGoods stores (TJX Companies) · Lifetime Brands kitchen tools (Lifetime Brands)
In plain English
Copper pans, good knives, stand mixers, the platter that comes out once a year. This is the shop the whole company grew out of, selling the gear and the table settings for cooking and entertaining, plus a pricier furniture line under the same name, across 152 stores and the web.
Demand here follows cooking rather than house moves, which is why its sales held up while the furniture brands slid. Its biggest quarter by a distance is the holidays, when the kitchen shop turns into a gift shop. It is also where the hotel-and-restaurant side sources its professional-grade kitchen equipment, and chef and designer tie-ups — Stanley Tucci, Morimoto — keep new people walking in.
Pottery Barn Kids and Teen
Nursery, children's and teen furniture, bedding and decor: $1.14B in fiscal 2025, 44 Pottery Barn Kids stores plus the website. The steadiest of the big four and the slowest — comparable sales up 3.5% in the August quarter, down from 5.3% a year earlier.
Competes with Crate & Kids (Crate & Barrel) · Wayfair kids' furniture (Wayfair)
In plain English
Two sister labels under one roof: one for babies and small children, one for teenagers. Cribs, bunk beds, small desks, bedding cut to child-sized mattresses.
New parents are the dependable customer, and they arrive on a schedule that has nothing to do with mortgage rates — a baby is coming, the room has to be ready by then. The same household comes back when the child outgrows that room, and again for the teenage one. That is the steadiness here and also the limit on it: a family redoes one bedroom, not a house, so the line has grown positively and modestly for years while the company gives it the least airtime of the four.
Rejuvenation
Lighting, cabinet and door hardware, bath fittings and furniture for people renovating rather than restyling — a few hundred million dollars of sales from 13 stores. Management has called it the next billion-dollar brand on every earnings call for a year and a half.
Competes with Schoolhouse lighting (Troy-CSL Lighting) · Circa Lighting showrooms (Visual Comfort)
In plain English
This is the brand for the kitchen you are gutting, not the room you are restyling: light fixtures, door knobs, cabinet pulls, taps, plus some furniture.
That difference matters for the money. A renovation happens in a house somebody already owns, so the work comes from remodelling rather than from people moving. Finishes are made to order in small runs, which suits metal, glass and hardware workshops more than big furniture plants. Thirteen stores — one of them opened in Dallas this September — is a small footprint for a brand the company keeps naming as its next billion-dollar business, and the company says it is building that one slowly and deliberately.
Pottery BarnCasual-upscale furniture and decor, and the company's biggest brand: $3.0B of sales, 38.4% of the total, 181 stores. Sales fell four years running, then turned up in the two most recent quarters — whether that holds is the thing to watch.Casual-upscale furniture and decor, and the company's biggest brand: $3.0B of sales, 38.4% of the total, 181 stores. Sales fell four years running, then turned up in the two most recent quarters — whether that holds is the thing to watch.
In plain English
A whole living room, styled: the sofa, the dining table, the lamp, the rug, the cushions nobody sits on. Pottery Barn designs that room and sells it, through its website and 181 of its own stores.
It makes its money at the marked price rather than on discounts, because the pieces are its own designs and no rival stocks the identical sofa to undercut. People buy when they move or redo a room, so sales sagged through a slow stretch for housing. The furniture itself comes from outside factories in Vietnam, India, China and the US — no single one of them makes even a twentieth of what the company buys — which is why import taxes have been landing on the margin.
Competes with RH Interiors (RH) · Crate & Barrel furniture & tabletop (Crate & Barrel) · Arhaus premium furniture (Arhaus)
Design CrewFree interior-design help, in the stores and online. More than half of what the stores sell now runs through one of these appointments, and the stores grew faster than the website last year. The bill is payroll.Free interior-design help, in the stores and online. More than half of what the stores sell now runs through one of these appointments, and the stores grew faster than the website last year. The bill is payroll.
In plain English
Bring a photo of an empty living room into one of the stores and someone on staff will plan the whole thing for you — what goes where, which fabric, what size rug — and charge nothing for it.
There is no fee, so the return shows up elsewhere. More than half of everything the stores sell now involves one of these appointments, and last year the stores out-grew the website even though the website is the bigger channel. Those same staff designers are how the company meets professional decorators, who later order for clients of their own. What it costs is wages and store payroll, a bill that grows right along with it.
Competes with RH Trade Program & in-house design (RH) · Crate & Barrel Trade Program (Crate & Barrel)
West ElmModern furniture and decor aimed at younger city households: $1.86B in fiscal 2025 across 116 stores. It fell the hardest of the big brands after 2022 and is climbing back, with comparable sales up 6.4% in the August quarter.Modern furniture and decor aimed at younger city households: $1.86B in fiscal 2025 across 116 stores. It fell the hardest of the big brands after 2022 and is climbing back, with comparable sales up 6.4% in the August quarter.
In plain English
The clean-lined, modern end of the house — sofas, dining tables and decor for a first apartment rather than a family home. Same machine as its sisters: the company's own designs, sold online and in stores at or near full price.
It is also the brand the hotel-and-office side leans on hardest, so a single order can be a lobby's worth of chairs rather than one couch. Having fallen further than any of its siblings when furniture demand dried up, it is now growing again; management credits that business, new outdoor and children's ranges, and a collaboration with Marcus Samuelsson.
Competes with CB2 modern furniture (Crate & Barrel) · IKEA modern furniture (IKEA)
B2B — Trade and ContractThe same designs sold to interior decorators and to hotels, restaurants, apartment buildings and offices — Kimpton, W Hotels and Related Companies among the names. Past $1B in fiscal 2025 and up 14.5% in the August quarter; it moves with construction, not shopper traffic.The same designs sold to interior decorators and to hotels, restaurants, apartment buildings and offices — Kimpton, W Hotels and Related Companies among the names. Past $1B in fiscal 2025 and up 14.5% in the August quarter; it moves with construction, not shopper traffic.
In plain English
A hotel opening two hundred rooms needs two hundred nightstands, and would rather buy a look that already exists than commission one. The brands own a look, so the company built a division that sells it by the pallet, including heavier versions made to survive a lobby.
Two kinds of buyer sit inside it. Decorators, ordering for one client's house at a time; and companies — hotel groups, restaurants, apartment developers, offices — buying in volume, which is the faster-growing side of it. The money lands inside each brand's sales rather than on a line of its own, and no single account is anywhere near big enough to swing the company total.
Competes with Crate & Barrel Contract Program (Crate & Barrel) · RH Contract (RH) · Design Within Reach Trade (MillerKnoll)
Williams SonomaThe founding kitchen shop — cookware, knives, small appliances, tabletop and food, plus a premium furniture range. $1.36B in fiscal 2025, and the one big brand whose comparable sales never turned negative through the downturn; they rose 7.6% in the August quarter.The founding kitchen shop — cookware, knives, small appliances, tabletop and food, plus a premium furniture range. $1.36B in fiscal 2025, and the one big brand whose comparable sales never turned negative through the downturn; they rose 7.6% in the August quarter.
In plain English
Copper pans, good knives, stand mixers, the platter that comes out once a year. This is the shop the whole company grew out of, selling the gear and the table settings for cooking and entertaining, plus a pricier furniture line under the same name, across 152 stores and the web.
Demand here follows cooking rather than house moves, which is why its sales held up while the furniture brands slid. Its biggest quarter by a distance is the holidays, when the kitchen shop turns into a gift shop. It is also where the hotel-and-restaurant side sources its professional-grade kitchen equipment, and chef and designer tie-ups — Stanley Tucci, Morimoto — keep new people walking in.
Competes with Crate & Barrel cookware & tabletop (Crate & Barrel) · HomeGoods stores (TJX Companies) · Lifetime Brands kitchen tools (Lifetime Brands)
Pottery Barn Kids and TeenNursery, children's and teen furniture, bedding and decor: $1.14B in fiscal 2025, 44 Pottery Barn Kids stores plus the website. The steadiest of the big four and the slowest — comparable sales up 3.5% in the August quarter, down from 5.3% a year earlier.Nursery, children's and teen furniture, bedding and decor: $1.14B in fiscal 2025, 44 Pottery Barn Kids stores plus the website. The steadiest of the big four and the slowest — comparable sales up 3.5% in the August quarter, down from 5.3% a year earlier.
In plain English
Two sister labels under one roof: one for babies and small children, one for teenagers. Cribs, bunk beds, small desks, bedding cut to child-sized mattresses.
New parents are the dependable customer, and they arrive on a schedule that has nothing to do with mortgage rates — a baby is coming, the room has to be ready by then. The same household comes back when the child outgrows that room, and again for the teenage one. That is the steadiness here and also the limit on it: a family redoes one bedroom, not a house, so the line has grown positively and modestly for years while the company gives it the least airtime of the four.
Competes with Crate & Kids (Crate & Barrel) · Wayfair kids' furniture (Wayfair)
RejuvenationLighting, cabinet and door hardware, bath fittings and furniture for people renovating rather than restyling — a few hundred million dollars of sales from 13 stores. Management has called it the next billion-dollar brand on every earnings call for a year and a half.Lighting, cabinet and door hardware, bath fittings and furniture for people renovating rather than restyling — a few hundred million dollars of sales from 13 stores. Management has called it the next billion-dollar brand on every earnings call for a year and a half.
In plain English
This is the brand for the kitchen you are gutting, not the room you are restyling: light fixtures, door knobs, cabinet pulls, taps, plus some furniture.
That difference matters for the money. A renovation happens in a house somebody already owns, so the work comes from remodelling rather than from people moving. Finishes are made to order in small runs, which suits metal, glass and hardware workshops more than big furniture plants. Thirteen stores — one of them opened in Dallas this September — is a small footprint for a brand the company keeps naming as its next billion-dollar business, and the company says it is building that one slowly and deliberately.
Competes with Schoolhouse lighting (Troy-CSL Lighting) · Circa Lighting showrooms (Visual Comfort)
Named in filings, launches and programs
- DormifyBrand · RampingThe tenth brand, relaunched April 2026 for dorm rooms and small spaces — sold online, with pick-up near campus through the existing store network.
- Mark and GrahamBrandMonogrammed gifts and personalised accessories; small, roughly a tenth of a billion dollars, with a double-digit spring quarter and a record holiday season.
- GreenRowBrand · RampingLaunched in 2023 on sustainable materials and artisan making; opened its first store in SoHo, New York in March 2026, with two more planned this year.
- Williams Sonoma HomeBrandThe premium furniture and decor extension of the kitchen brand; its sales are reported inside the Williams Sonoma line.
- Pottery Barn TeenBrandThe teenage half of the children's line; launched a Pink Palm Puff collaboration in July 2026.
- West Elm KidsProduct lineChildren's range carrying the West Elm look, named as one of the levers behind growth in the kids' and teen line.
- International franchise operationsCustomer programNinety franchised locations run by partners in Mexico, South Korea, India and the Philippines; franchise revenue fell in fiscal 2025.
- Company-operated international storesEcosystemThirty-three stores run by the company outside the US: 18 in Canada, 13 in Australia, 2 in the UK, where Pottery Barn launched in fiscal 2025.
- Take It Home TodayProduct lineIn-stock goods a shopper can carry out the same day; expanded as a fiscal 2026 push and credited in Pottery Barn's turn.
- Brand collaborations programCustomer programChef, designer and celebrity tie-ups used to pull in new customers: Stanley Tucci, Marcus Samuelsson, Morimoto, Hill House Home, Bria Hammel, Rylee + Cru.
- Catalogs and direct mailCustomer programPrinted catalogues, brought back after years dormant, used for storytelling and to drive demand alongside the website and stores.
DormifyBrand · Ramping
The tenth brand, relaunched April 2026 for dorm rooms and small spaces — sold online, with pick-up near campus through the existing store network.
Mark and GrahamBrand
Monogrammed gifts and personalised accessories; small, roughly a tenth of a billion dollars, with a double-digit spring quarter and a record holiday season.
GreenRowBrand · Ramping
Launched in 2023 on sustainable materials and artisan making; opened its first store in SoHo, New York in March 2026, with two more planned this year.
Williams Sonoma HomeBrand
The premium furniture and decor extension of the kitchen brand; its sales are reported inside the Williams Sonoma line.
Pottery Barn TeenBrand
The teenage half of the children's line; launched a Pink Palm Puff collaboration in July 2026.
West Elm KidsProduct line
Children's range carrying the West Elm look, named as one of the levers behind growth in the kids' and teen line.
International franchise operationsCustomer program
Ninety franchised locations run by partners in Mexico, South Korea, India and the Philippines; franchise revenue fell in fiscal 2025.
Company-operated international storesEcosystem
Thirty-three stores run by the company outside the US: 18 in Canada, 13 in Australia, 2 in the UK, where Pottery Barn launched in fiscal 2025.
Take It Home TodayProduct line
In-stock goods a shopper can carry out the same day; expanded as a fiscal 2026 push and credited in Pottery Barn's turn.
Brand collaborations programCustomer program
Chef, designer and celebrity tie-ups used to pull in new customers: Stanley Tucci, Marcus Samuelsson, Morimoto, Hill House Home, Bria Hammel, Rylee + Cru.
Catalogs and direct mailCustomer program
Printed catalogues, brought back after years dormant, used for storytelling and to drive demand alongside the website and stores.