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From Home Furnishing Business
Pottery Barn Unveils Pottery Barn Renewed, Expands Sustainability Commitments
September 22,
2020 by Laurie Northington in Business Strategy, Industry 
Pottery Barn, a member of the Williams-Sonoma, Inc. (NYSE: WSM) portfolio of brands, has partnered with The Renewal Workshop, a provider of circular solutions for apparel and textile brands, to unveil Pottery Barn Renewed.
The renewed line of products represents the brand’s first step towards becoming a circular business and furthering its leadership in sustainability and innovation.
Pottery Barn Renewed extends the life of the brand’s imperfect and returned items, helping to keep them out of landfills. Products across the categories of bedding, bath, curtains, pillows, throws, table linens and robes are given a second life, maximizing their value and making them available to the consumer as a renewed product.
“The good of our planet and communities has been a longstanding commitment for Pottery Barn, and our customers have come to know us for products that look and feel good,” said Marta Benson, president of Pottery Barn. “By becoming the first major home furnishings retailer to launch a renewed line in partnership with The Renewal Workshop, we continue to build on our industry-leading sustainability commitments to encourage further innovation for the betterment of our world. We are proud to take this next step in our sustainability journey and invite our customers to do the same.”
Through The Renewal Workshop’s proprietary six-stage, zero waste process, products are sorted, graded, thoroughly sanitized using state-of-the-art waterless technology, repaired to like-new standards, inspected and verified to joint quality standards before being given a Renewal Workshop tag and becoming ready for sale through The Renewal Workshop website. Each item’s impact is measured to illustrate the tangible difference consumers are making through the purchase of a Pottery Barn Renewed product.
“Pottery Barn Renewed is a landmark change in the home goods space. We are excited to partner with the Pottery Barn leadership on their journey to circular. This investment demonstrates how the industry is shifting away from the environmentally devastating take-make-waste linear system and embracing restorative circular practices. Our most recent research indicates that 82% of what brands consider waste can be renewed and resold. Pottery Barn has tapped into this new supply chain with their Renewed collection and the results are both beautiful and sustainable,” said Nicole Bassett, co-founder of The Renewal Workshop.