Is Williams-Sonoma’s (WSM) Popsmith Rollout Quietly Redefining Its Margin and Digital Scale Story?

Pottery Barn, a Williams-Sonoma brand, recently launched a more than 50-piece home collection in collaboration with designer Ashley Stark, while Williams Sonoma stores completed a nationwide rollout of Popsmith’s premium stovetop popcorn poppers ahead of the holiday gifting season. Together, these moves broaden Williams-Sonoma’s higher-end assortment and bring in new designer and specialty-kitchen shoppers who might not have engaged with its brands previously. Now, we’ll look at how the...