Williams-Sonoma Inc. Expands Branded Merchandise, Corporate Gifting Capabilities

Williams-Sonoma Inc. announced that it's expanding its presence in the business-to-business and branded merchandise arena, offering more corporate gifting and custom merchandise options.

Customers will be able to shop from brands under the Williams-Sonoma Inc. umbrella, like Williams Sonoma, Williams Sonoma Home, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Rejuvenation, and Mark & Graham, for made-to-order products.

Custom luggage from Williams Sonoma | Credit: Williams Sonoma

The company is using in-house designers to create gifts, and has what they call "Business to Business Corporate Gifting and Custom Merchandising" experts on staff to guide buyers through the process.

"Having a dedicated team to help our customers create memorable gifts and custom merchandise is an exciting expansion of the services we provide to our existing customer base, and also opens up an opportunity to engage with new business customers," Williams-Sonoma Inc. senior vice president of business to business Josie Driscoll said in a press release. "We look forward to collaborating with event planners on custom party favors, human resource teams on designing awards and incentive programs, and creating custom merchandise for both large corporations and small businesses. Given the incredible products our brands currently provide and the capabilities of our in-house design teams, the opportunities are limitless."

According to the Williams-Sonoma B2B website, its customization capabilities include things like UV printing, laser engraving, embroidery and foil debossing. They also will reportedly do gift wrapping and kitting. The product categories also range from travel, home goods, barware, sports and leisure and more.

Custom robes, towels and soaps from Williams Sonoma | Credit: Williams Sonoma

It's a big name joining the promo space in an expanded role, and there is certainly a draw for having products from name brands like these as promotional items and corporate gifts. It also shows that there is demand for higher-end and high perceived value products in the industry, but that's not news to anyone.

Major brands have found ways to wiggle into the promotional products space before without disrupting too majorly: look at Amazon and Walmart for example, in addition to the direct-to-consumer sites like Vistaprint and CustomInk.

More than anything, it points to the value in custom home goods with tasteful decoration, and a desire from buyers for low-minimum or no-minimum buying options.

It also shows that the idea of gifting-as-a-service and print-on-demand are still highly attractive in the industry.