In an initiative building on previous success, Williams-Sonoma is expanding its popular collaboration with luxury lifestyle brand Aerin, the company announced.
The collaboration will continue the successful collections launched at the company’s Williams Sonoma, Williams Sonoma Home and Pottery Barn Kids banners. It marks the first time Pottery Barn Teen has offered an Aerin collaboration.
Inspired by the style of founder Aerin Lauder, the new products introduced into the lineup will feature fresh color options in popular tabletop and entertaining groups and include collectible pieces among the bakeware and décor introductions, Williams-Sonoma stated. With a classic yet modern design aesthetic, the new Aerin merchandise ranges across the kitchen, outdoor, home, baby, kid and teen product categories in designs conceived to be not only aesthetically pleasing but functional and comfortable as well, the company noted. The expansion showcases Lauder’s affinity for natural rattan pieces, hand-painted ceramics, embroidered linens and dinnerware in blue, pink and green blooms.
Introductions for Pottery Barn Kids and the inaugural product lineup for Pottery Barn Teen focus on florals, delicate prints and details appropriate to nursery, kids, teen and dorm spaces, the company said. Pottery Barn Kids textiles feature gingham and floral woodland patterns including a sweet fawn motif, along with scalloped accents. Williams-Sonoma is giving consumers the option of adding a monogram or name to textiles and giftable products. Pottery Barn Kids and Pottery Barn Teen furniture collections incorporate lattice and raffia detailing.
“We chose Aerin as a partner because of the brand’s elegant aesthetic and our shared focus on quality designs that are crafted to last,” said Jennifer Kellor, president, Pottery Barn Kids and Pottery Barn Teen, announcing the expanded partnership. “The collaboration started in nursery and kid spaces, rooted in Aerin Lauder’s experience as a mother and has since expanded into Pottery Barn Teen to serve even more life stages.”
