Daily News
From Home Furnishing Business
West Elm and Pottery Barn Kids Team for Nursery Collection
May 16,
2018 by Jane Chero in Business Strategy, Designer Weekly, Industry 
Furniture behemoth West Elm and Pottery Barn Kids, members of the Williams-Sonoma portfolio of brands, have announced an exclusive collection of affordable and stylish nursery furnishings and decor. The West Elm X Pottery Barn Kids collection combines West Elm’s signature modern aesthetic with Pottery Barn Kids' industry expertise and craftsmanship.
The collection features more than 50 pieces of furniture, including bedding, décor, storage, and giftables.
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.
“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.”
The assortment features cribs and changing tables, all-natural, sustainably sourced materials, and GOTS-certified organic cotton textiles.
The collection is available in three styles:
- The mid-century collection with classic forms in warm-wood acorn or white finishes, and retro angled legs, offer a youthful and stylish first room.
- The modern collection offers clean-lined, white furniture offset with warm wood details.
- For a polished look, the Audrey collection introduces a luxe style with its lacquer finishes, brass accents, and glam pastel textiles.
The West Elm X Pottery Barn Kids collection is available at www.westelm.com and www.potterybarnkids.com, in West Elm and Pottery Barn Kids stores nationwide, and through the Pottery Barn Kids catalog beginning June 1 and West Elm catalog starting June 5.