Multichannel US homewares business Williams-Sonoma is to open four additional stores in Australia following a successful first 18 months in the country. It originally entered Australia on the strength of demand it was generating online from Australian consumers and opened its first four stores at Bondi Junction, a major shopping destination in Sydney.
The news stores will be located in Melbourne, at Chadstone, an area where the retailer has identified strong online demand. Williams-Sonoma believes that the physical stores will allow its brands and products to become better known and trusted by a wider audience which will, in turn, drive its online sales. Similarities in lifestyle between the USA and Australia have already fanned strong interest in its offerings which are a good fit for Australian homes, and where competition is considerably less aggressive. Williams-Sonoma is expected to open further stores in the main cities of Australia next year.
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