Dive Brief:
- Williams-Sonoma, Inc. portfolio brand Pottery Barn Teen expanded May 1 its dorm assortment and added design features to its tech.
- The “Build my Bed” 3D visualizer and “Ultimate Dorm Wishlist” features can be accessed on Pottery Barn Teen’s mobile app and website. Customers can also book virtual or in-person appointments with a Dorm Expert designer.
- The brand also announced an expanded assortment of new styles of bedding, headboards and storage. It also announced it expanded its collaboration with fashion brand LoveShackFancy for trendy dorm essentials.
Dive Insight:
Self-proclaimed as the “largest dorm collection to date online,” Pottery Barn Teen is leaning into tech and experiential retail to enhance its shopping and design services for its targeted dorm customer.
Select Pottery Barn and Pottery Barn Kids stores will feature a curated “Dorm Shop” starting late spring, according to the release. Pottery Barn Teen is also offering near campus pickup with any items from Williams Sonoma, West Elm, Pottery Barn, Pottery Barn Kids, or Pottery Barn Teen stores near their university.
“We want to make outfitting a dorm a seamless and enjoyable experience,” Pottery Barn Teen President Jennifer Kellor said in a statement. “With the launch of our new digital functionalities and services, we are proud to offer our customers an enhanced dorm shopping experience from start to finish.”
In the app, the brand’s “Build my Bed” 3D visualizer takes the user through each layer of a 3D-rendered Twin XL bed, made with proprietary augmented reality tech. Here customers can choose their sheets, pillows, headboard and more from the expanded assortment. Users can spin and zoom on the bed from each angle and see different design options before purchasing.
Pottery Barn Teen is adding a wishlist function to both its app and website. “The Ultimate Dorm Wishlist” has a collaborator feature allowing roommates, for example, to add items and offers the option to share the wishlist with gift givers.
Pottery Barn Kids and Pottery Barn Teen first launched their apps for iOS early last year, allowing users to view and purchase items from 3D rooms, book appointments and more. This week the company released another app for its sister brand Williams Sonoma and Williams Sonoma Home. The app hosts recipes, tutorial videos, shoppable content and the option to book design appointments alongside other relevant features.
At the end of April, former Pottery Barn Brands CEO Marta Benson officially stepped down after about 13 years with Williams-Sonoma, announcing her departure in January. Monica Bhargava, Pottery Barn president and Jennifer Kellor, president of Pottery Barn Kids and Pottery Barn Teen, will assume CEO responsibilities.
