EXCLUSIVE: Aerin Reaching New Demographic With Pottery Barn Teen Collaboration
MILAN — Aerin Lauder‘s flair for home is poised to enchant Generation Z and Alpha. Aerin, her luxury lifestyle brand, and Williams-Sonoma Inc. will unveil a brand new collaboration: Aerin x Pottery Barn Teen, the beauty heiress told WWD Thursday.
In January 2024, Aerin announced her first official collaboration with Williams-Sonoma Inc.’s portfolio brand Pottery Barn Kids for a collection of baby gifts, decor, nursery textiles and children’s furniture.
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Later that year, Aerin launched Aerin for Williams Sonoma, a collection of tableware, and Aerin for Williams Sonoma Home collection. The latter expanded Lauder’s reach in the furniture realm. In addition to the brand-new Aerin x Pottery Barn Teen, Lauder will expand all of her existing lines, including Pottery Barn Kids, Aerin for Williams Sonoma and Aerin for Williams Sonoma Home.
Lauder is the granddaughter of Estée Lauder Cos. founder Estée Lauder. Aerin was founded in 2012 and makes items ranging from home decor, tabletop and bar products to fashion, beauty, candles, as well as furniture. Aerin Beauty is licensed by Estee Lauder Cos. but Aerin LLC, the lifestyle brand collaborating with Williams-Sonoma Inc., is independently owned by Aerin Lauder.
The inaugural collaboration with Pottery Barn Teen, available online starting Thursday, incorporates Lauder’s love of florals, delicate prints and curated design details to teen and dorm spaces. Textiles and giftables can be embroidered with a monogram or name for a personalized touch.
“The pink floral details add a whimsical touch to outdoor entertaining this season, that can be mixed and matched with new and existing pieces for an effortlessly elegant tablescape,” she said. Pottery Barn Teen ranges in price from $39 to $1,999. Both the expansion of the Aerin for Pottery Barn Kids line and the new Aerin for Pottery Barn Teen ranges will be in stores by mid-April.
She is also preparing to unveil her latest for Aerin for Williams Sonoma, a collection of tableware, and Aerin for Williams Sonoma Home collection, which will also be available by mid-April. The latest for Williams Sonoma Home, which includes furniture, will be unveiled later this year.
“Expanding on the success of last year’s collection with Williams Sonoma, I am excited to introduce Spring tabletop and entertaining pieces in fresh new color ways,” she noted. The first Aerin for Williams Sonoma was inspired by her garden in East Hampton, N.Y. The second Aerin for Williams Sonoma once again includes plates with green and pink floral motifs and napkins refined with scalloped edges. This time Aerin introduced unique pieces like a sculpted green glazed serving bowl, upbeat confetti tumblers and hand-painted bakeware.
Lauder’s announcement follows Williams-Sonoma Inc.’s financial earnings for the fiscal year. On Wednesday, the San Francisco-based firm said its net revenues stood at $7.71 billion, down slightly about 0.5 percent from $7.75 billion in fiscal 2023. Home to Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Williams Sonoma Home, Rejuvenation, Mark and Graham, and GreenRow, the company posted an improved full-year net earnings up 18.5 percent to $1.125 billion, or $8.79 per diluted share versus net earnings of $949.76 million, or $7.28 per diluted share in 2023.
After the results, TD Cowen kept its buy rating, positive on Williams-Sonoma’s efforts in penetrating younger demographics. Williams-Sonoma “has done an exceptional job of acquiring Millennial shoppers” and the median age of its consumers continues to decrease, the report said. “This bodes well for outsized long-term growth and share gains.” Its chief executive officer Laura Alber said collaborations are a driver to sales, amid a rough macro economic climate, an ongoing era of tariffs and a housing slowdown.
“This success was fueled by the strength of our operating model, our standout seasonal offerings, our impactful collaborations, and a strong improvement in both retail and online furniture sales,” Alber said.
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