How many pottery barn

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By Thanksgiving, Pottery Barn plans to debut a set of wineglasses that will have the look and feel of high-priced Riedel crystal but that will be sold at a fraction of the price. She and her husband have planted Spanish varietals at their Napa Valley ranch and managed to produce their first few barrels of Tempranillo Grenache.

Alber plants Syrah grapes. Alber, who joined the company in as a buyer, was a divisional vice president when she got pregnant with her daughter, Samantha. There are now 64 Pottery Barn Kids stores, with 16 more scheduled to open this year. Although Samantha is only four and a half, Alber is already thinking ahead to the day when her daughter is likely to trade her tea set in for an MP3 player and spend her allowance on lipstick instead of Barbie dolls.

In April, the first PBteen catalog hit mailboxes nationwide, with a range of merchandise designed to appeal to kids ages 10 to The catalog featured furry beanbag chairs, animal-print sheets, and desks that look like lockers.

And no other home retailer focuses exclusively on the teen market. The concept, which has been a year in the making, seems like a natural extension for Pottery Barn, but it was one that required significant sleuthing to divine just the right product mix.

Patrick Wynhoff, senior vice president of Pottery Barn Kids and PBteen, and his team have spent months trying to get inside the heads and wallets of their teenage customers. To get a feel for the spring line, young female staffers scouted the shopping malls in Orange County while the guys scoped out skateboard parks in Los Angeles. Wynhoff has been sneaking teen magazines home from the Safeway. A contest asking kids to mail in snapshots of their rooms generated photographs that gave PBteen staffers a view into the real-life spaces of teenagers.

Staffers have been poring over them like CIA analysts. We hope to get parents to buy stuff that will impose some order. The core products will consist of basic bedroom furniture that a teenager needs: a bed, a desk, and a dresser. Wynhoff freely admits that Target, which advertises quite aggressively to the teen market, is a formidable competitor. Wynhoff may have a valid point. If there is one thing that Pottery Barn does better than its competitors, it is to give customers an accessible and inspirational vision of what a really great lifestyle might look like, without the intimidating perfectionism of Martha Stewart Living or the unattainable excess of Architectural Digest.

She likens it to the spirit of her adopted country. It has influences from everywhere, and it embraces everything. Our brand is also eclectic, an open window. And customers can make it their own. Linda Tischler ltischler fastcompany. Contact Celia Tejada by email ctejada wsgc. AWS Deloitte Genpact. Events Innovation Festival. Follow us:. By Linda Tischler long Read.

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