West Elm, Pottery Barn Kids Launch New Nursery Collection

May 11, 2018  by Jason Schneider in Business Strategy, Industry   

The West Elm X Pottery Barn Kids collection combines West Elm’s modern aesthetic with Pottery Barn Kids' industry expertise and craftsmanship. Inspired by West Elm’s style and products, the collection features more than 50 pieces of furniture, bedding, décor, storage, and giftables. It is available now at westelm.com and potterybarnkids.com, as well as in West Elm and Pottery Barn Kids stores nationwide.

This marks West Elm’s first foray into the baby and kids category, and the first time that two Williams-Sonoma, Inc. brands have collaborated on an exclusive product line.

The midcentury collection draws features from classic forms in warm-wood acorn or white finishes, and retro angled legs; the modern collection offers clean-lined, white furniture offset with warm wood details and infuses nursery essentials with fun, vibrant patterns, colorful details, and global charm. For a polished look, the Audrey collection introduces a luxe style with its lacquer finishes, brass accents, and glam pastel textiles.

“Customers have long looked to us for our unique designs and quality, and trusted Pottery Barn Kids for its expertise and kid-friendly products,” said Alex Bellos, president, West Elm. “Together, we recognized the opportunity to better serve our customers who are preparing for their next life stage by combining our skills and knowledge to create a modern nursery collection that is beautiful, affordable, and sustainably made.”

“The West Elm X Pottery Barn Kids nursery collection extends modern design into every room of the house,” said Jennifer Kellor, president, Pottery Barn Kids. “This collection brings West Elm’s most popular pieces to the nursery with the assurance of Pottery Barn Kids’ craftsmanship, quality, and safety through rigorous testing, Greenguard gold certification and 100% cotton organic bedding.”