Williams Sonoma opens dual concept store

A spokesperson calls the dual concept store "the future of Williams Sonoma."

Williams Sonoma will open its largest concept store in Seattle this week, featuring a new look for the home brand. The store will include kitchen and food products, a curated assortment of food from local businesses and the company's Home furnishing products. 

Services provided by the store include in-home design consultation, wedding registry product experts, a cookbook club and monthly cooking classes. 

"The dual concept store gives us the ability to offer customers high-quality products for every room in the home. Williams Sonoma Home has been primarily an online and catalog business, and now with the dual concept, we’re bringing it to new audiences. Customers can come and experience the full suite of kitchen products and home furnishings in one store," Janet Hayes, Williams Sonoma's president told FierceRetail. 

The unique location includes a floor for living room, bedroom, dining room and home office furniture, as well as decorative accessories, bedding, bath, pillows and throws, lighting and artwork. In addition, the complimentary in-home design services include specialists in furniture, decor, floor plans and paint colors. 

The location was chosen to complement Seattle's vibrance by offering local food product, as well as hosting events with chefs, bartenders and designers.   

"The store is the future of Williams Sonoma—it is experiential, creative and fun," Hayes added. "We believe that both great service and a differentiated experience is what we should offer. Our customers are important to us and we have to evolve with them."

The new format focuses on community, an essential part of the brick-and-mortar experience in 2017. For Williams Sonoma, that community is not only the people they hire, but a place that celebrates artists, chefs and bartenders and a gathering spot for one-of-a-kind experiences. 

Williams Sonoma Home was launched in 2004 as an extension of the brand's lifestyle offers and all products are created at corporate headquarters in San Francisco. Thus far, customers are responding well to other locations recently opened in Dallas, Atlanta, the San Francisco Bay Area, Orange County and New York.

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