For shoppers with more traditional tastes, the upscale kitchen outfitter Williams-Sonoma is expanding into other parts of the home with Williams-Sonoma Home, a new catalog featuring furniture, lamps, linens and tabletop accessories with a European look and premium price points.
"We felt that whole market was underserved," says Dave DeMattei, president of emerging brands at Williams-Sonoma. "It was time to explode out of the kitchen and out of the bed-and-bath department." (Williams-Sonoma Home will replace the Chambers catalog, also owned by the Williams-Sonoma company.)
"The idea is for the product to feel like found objects," says Stephen Brady, senior vice president of design at Williams-Sonoma. "Like you've traveled to Europe and found things in the flea market and brought them home with you." That old-world feeling shows up in everything from custom upholstered down-filled sofas ($3,000) to hand-embroidered Italian linens ($60-$495). Best sellers so far include a crystal-block lamp (about $295) and fringed cashmere throws in colors like cayenne, chocolate and sage (about $295). Customers can also log on to a partial ecatalog and order custom upholstery. Look for a full Williams-Sonoma Home website in spring 2005--and retail stores next fall.