Pottery Barn for Teens

Mar 21, 2003

By George Anderson

What’s next, Pottery Barn for the near-sighted? The home furnishings retailer,
which operates its flagship store for adults as well as Pottery Barn Kids is
launching a new catalog, PBTeen.

The Post Standard of Syracuse reports the new catalog will focus on
furniture, rugs, lighting, bedding and home furnishing accessories that “reflect
teen personalities, style and interests.”

The catalog will be available April 21.

Moderator’s Comment: What are your thoughts on the
viability of PBTeen and similar stores/sites/catalogs that market to niche markets?

Most consumers, regardless of age, want individualized
service. Store concepts that speak to specific consumer groups, Limited Too,
PETsMART, Gaiam, Build A Bear etc. have the right idea.

Ultimately, however, success or failure always comes down
to execution. Pottery Barn has a good record in this area.
Anderson – Moderator

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