Where the Teens Are, PBTeen Pops Up
PBteen, Pottery Barn’s tweens and teens furnishings concept, will open five pop up stores in October and November in the Durham, NC; Cincinnati; Edina, MN; Houston and Miami areas.
The stores will showcase the retailer’s holiday gift assortment, including gadgets, fur-inspired bedding and lounge seating, jewelry and beauty storage and accessories, as well as its recently launched home collection under the Burton snowboard brand.
Onsite design specialists will be available to help teens choose their favorite patterns and styles to craft their own unique bedroom, study or lounge. Each pop up will be anchored around a PBteen Design Lab, where teens and their parents can create a personalized room electronically on a computer monitor that’s shown on a television screen.
During each store’s grand opening weekend, the first 250 customers who check in at each new store via Facebook or create a wish list in the Design Lab will receive a free PBteen back sack, and five winners at each store will find a surprise $250 gift card inside. Each store will also have a live D.J. playing music with PBteen product giveaways.
"I am proud to announce PBteen’s expansion this holiday season," said Laura Alber, president and CEO, Williams-Sonoma, the parent of PBteen. "We look forward to engaging with our customers in these five communities and are thrilled to give them a first-hand look at the quality and uniqueness of our PBteen products."
PBteen, which targets teenagers between the ages of 13 to 19, was launched as a catalog in 2003. The first PBteen store opened in 2008 in Atlanta, and five more have been added in Chicago, Natick, New York City, Roseville and St. Louis. The mix ranges from bedding, window treatments, rugs, lighting, gear, decorative accessories, storage and organization solutions, and furniture including beanbag chairs. A sub brand PB Dorm was introduced in 2010 aimed at young people starting college life.
- PBteen to Open Five Pop-up Stores This October and November – Williams- Sonoma/Business Wire
- PBteen Launches Home Collection with Burton, the World’s Leading Snowboard Company – Williams-Sonoma/Yahoo! Finance
What do you think of the growth potential for a home retailer focusing on teens? Do pop up shops work for the home furnishings category?