Williams Sonoma announced the release of its new mobile shopping app on April 30. Users can shop curated product collections, create and manage registries, and access recipes in the app, the retailer said. 

The new iOS app is available now through the Apple App Store.

“The Williams Sonoma app is designed to inspire our customers and help them discover new products while shopping through an enhanced mobile experience,” said Williams Sonoma president Felix Carbullido. “By also providing elevated registry services, design help and account management tools, the new app is able to replicate several of our in-store customer service experiences for our online and mobile customers.”

Williams Sonoma and Williams Sonoma Home are part of Williams-Sonoma, Inc., which ranks No. 19 in the Top 1000, Digital Commerce 360’s ranking of North America’s leading retailers by online sales. Digital Commerce 360 categorizes Williams Sonoma as a Houseware & Home Furnishing retailer.

Williams Sonoma’s new app

The retailer shared some features users can find on the new app. They include:

• Access to thousands of recipes from the Williams Sonoma Test Kitchen with how-to videos and grocery lists.
• Tools for creating and managing registries.
• Curated shoppable images with ideas for hosting and entertaining.
• Shopping by room with designs for each part of the home.
• Design help from experts through one-on-one appointments.
• Information about events and in-store availability at a Williams Sonoma location.
  

  Williams Sonoma’s new app features curated shopping guides.

The retailer launched a similar mobile app for its Pottery Barn brand in November 2023. Like the Williams Sonoma app, the Pottery Barn version includes design help from experts, the ability to shop by room, and registries.

The retailer said the Pottery Barn app has been successful so far.

“We anticipate the continued customer adoption of this app will drive conversion for Pottery Barn in 2024 and beyond,” president and CEO Laura Alber said in March.

Williams Sonoma’s business

The retailer said comparable brand revenue declined 6.8% to $2.28 billion in its fiscal fourth quarter ended Jan. 28, its most recent financial report. Revenue from Pottery Barn, West Elm and Pottery Barn Kids and Teen all declined year over year in the quarter. Meanwhile, Williams Sonoma category revenue grew 1.6%. Williams Sonoma accounted for just under one-fourth of revenue in the fourth quarter. It remained smaller than both Pottery Barn and West Elm.

Comparable brand revenue declined 9.9% for the fiscal year to $7.75 billion. Revenue for each brand under the retailer’s banner declined year over year. However, Williams Sonoma’s revenue saw the smallest decline, decreasing by just 0.7%.

“We outperformed in 2023 despite the slowest housing market in several decades and geopolitical unrest,” Alber said. “Although this pressured our top-line trend, we stayed focused on full-price selling, supply chain efficiencies, and best-in-class customer service. We have transformed our business model and as a result, we delivered an operating margin well ahead of our pre-pandemic profitability.”

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