Williams-Sonoma Inc. (San Francisco) will open eight more stores in Australia this year, taking advantage of its already large brand recognition due to online sales and pop culture recognition.
According to the Sydney Morning Herald, the U.S. housewares operator of Williams-Sonoma, Pottery Barn, Pottery Barn Kids and West Elm stores will “plump up its presence” in its second-largest international market after opening two Australian stores in 2013, a flagship outlet in the new Bondi Junction shopping center and a West Elm store in Melbourne.
Company ceo Laura Alber said last week that global expansion was an important growth vehicle. The Herald said “the company's hip homewares and swish furniture have long been popular among Australian shoppers, even before it opened a single store in the region, boosted by Pottery Barn's entrenched place in U.S. pop culture and product placement in TV shows.”