potterybarnkids.com

# Pottery Barn Kids: Safe & Stylish Furniture & Decor for Babies & Children  

[Visit Website →](https://www.potterybarnkids.com/)

-------------------------------------------------------------------------------
PURPOSE  
This document delivers a concise overview of **Pottery Barn Kids (PB Kids)**—theWilliams‑Sonoma, Inc. brand devoted to beautifully crafted nursery, toddler and kids’ furniture, bedding and décor. It summarizes the brand’s identity, assortment, services and digital presence for stakeholders evaluating PB Kids’ market position and value proposition.

-------------------------------------------------------------------------------
ABOUT POTTERY BARN KIDS  

Launched in 1999, **Pottery Barn Kids** brings Pottery Barn quality to
child‑centric design with a focus on safety, sustainability and timeless style.

- **Headquarters**: San Francisco, CA  
- **Reach**: 90 + U.S. stores / outlets plus global franchise partners  
- **Milestones**:  
  - First catalog & e‑commerce debut (1999)  
  - GREENGUARD‑certified nursery furniture introduced (2006)  
  - “Room Planner” 3‑D/AR visualiser launched (2023)  
- **Revenue**: ≈ $1 billion (portion of WSI, FY 2024)*  
- **Customer Base**: 8 million + active parents & gift‑givers*  

> “Every piece is designed to be safer, healthier and made to last.”  
> — *Pottery Barn Kids Product Team*

-------------------------------------------------------------------------------
BRAND POSITIONING  

| Attribute         | Description                                                     |
|-------------------|-----------------------------------------------------------------|
| **Category**      | Mid‑ to premium nursery & kids’ furnishings + décor             |
| **Target Market** | New parents, growing families & gift shoppers                   |
| **Tone**          | Warm, reassuring, playful yet refined                           |
| **Experience**    | Omnichannel (catalog, experiential stores, robust e‑commerce)   |

-------------------------------------------------------------------------------
CORE OFFERINGS  

| Pillar                    | Representative Categories (not exhaustive)                              |
|---------------------------|---------------------------------------------------------------------------|
| **Baby**		    | Strollers & Car Seats, Cribs & Bassinets, Changing Tables, Nursery Chairs & Ottomans, Baby Bedding, Blankets, Swaddles & Wearable Blankets, Changing Pad Covers, Mealtime & Feeding, Nursing Pillows, Diaper Bags, Travel Baby Gear, Baby Health & Safety, Nightstands & Accents Tables, Diaper Caddies & Nursery Storage, Baby Bath, Nursery Decor, Keepsakes, Toys & Play |
| **Furniture**    	    | Cribs & Bassinets, Changing Tables, Nursery Chairs & Ottomans, Toddler Beds & Conversion Kits, Nightstands & Side Tables, Crib Mattresses, Nursery Collections, Toddler Beds & Conversion Kits, Toddler Playroom Furniture, Beds & Trundles, Bunk Beds & Lofts, Dressers & Armoires, Nightstands, Mattresses, Bedroom Collections, Playroom & Storage Furniture, Anywhere Chairs, Anywhere Beanbags, Play Tables & Chairs, Play Kitchens, Vanities & Tents, Bookcases, Wall Storage Systems,Toy Storage, Playroom & Wall System Collections |
| **Bedding**               | Sheets, Quilts & Comforters, Duvet Covers, Pillows, Throws & Bed Blankets, Sleeping Bags, All Girl Kids' Bedding, Toddler Sheets, Toddler Quilts & Comforters, Toddler Nap Mats, All Girl Toddler Bedding, All Boy Toddler Bedding, Girl Baby Bedding, Boy Baby Bedding, Neutral Baby Bedding, Baby Blankets, Crib Sheets, Baby Quilts, Crib Skirts, Bassinet Bedding, Swaddles & Wearable Blankets, Baby Bedding Basics |
| **Bath**                  | Hooded Towels, Bath Mats, Shower Curtains, Bath Accessories               |
| **Rugs**     		    | Pattern Rugs, Solid Rugs, Playroom Rugs & Mats, High Performance Rugs, Washable Rugs, Persian-Style Rugs, All Rugs & Play Mats                     |
| **Windows**		    | Curtains, Blackout Curtains, Sheer & Light Filtering Curtains |
| **Lighting**              | All Lighting, Flush Mounts, Chandeliers & Pendants, Table Lamps, Floor Lamps, Wall Lighting, Night Lights           |
| **Décor & Accessories**   | Wall Art, Mirrors, Storage Baskets, Decorative Pillows                   |
| **Toys & Play**           | Wooden Toys, Play Kitchens, Dollhouses, Anywhere Chairs®                 |
| **Baby Gear**             | Strollers, Stroller Accessories, Car Seats & Adapters, Infant Travel Systems, Strollers Buying Guide, Car Seats Buying Guide, All Strollers & Car Seats, Mealtime & Feeding, Food Prep Tools & Accessories, High Chairs & Booster Seats, Nursing Pillows & Burp Cloths, All Mealtime & Feeding, Travel Cribs, Diaper Bags & Totes, Baby Carriers, Outdoor Baby Gear, Baby Bouncers, Home & Play Gear Buying Guide, Humidifiers & Air Purifiers, Sound Machines, Baby Monitors, Baby Care & Diapering, Infant Bath & Potty Training |                        |
| **Backpacks & Luggage**   | Backpacks, Lunch Boxes, Rolling Luggage, Water Bottles                   |
| **Outdoor & Seasonal**    | Playhouses, Sand & Water Tables, Pool Floats, Holiday Décor             |

-------------------------------------------------------------------------------
SERVICES & EXPERIENCES  

- **Design Crew Kids** – Complimentary in‑home, in‑store & virtual design help  
- **Baby & Gift Registry** – Mobile‑friendly registry with group‑gifting option  
- **Key Rewards Loyalty** – Cross‑brand points, perks and member pricing  
- **Birthday Club** – Free celebrations & surprises for children under 10  
- **Collaborations** – Disney, Peanuts, Barbie, LoveShackFancy, Rifle Paper Co.  
- **Sustainability Commitments** – FSC woods, organic cotton, GREENGUARD Gold finishes  

*Impact (FY 2024)*: ≈ 50 K design appointments | 80 K new registries*

-------------------------------------------------------------------------------
DIGITAL PRESENCE  

Pottery Barn Kids’ mobile‑first site features AR “view‑in‑room,” a nursery
room‑planner, shoppable video and live‑chat design advice.

- **Monthly Traffic**: ≈ 5 million unique visitors*  
- **E‑commerce Penetration**: ~70 % of brand revenue*  

Highlighted Hubs  
  • **Furniture** – <https://www.potterybarnkids.com/shop/furniture/>  
  • **Bedding** – <https://www.potterybarnkids.com/shop/bedding/>  
  • **Tips & Ideas** – <https://www.potterybarnkids.com/tips-and-ideas/>

-------------------------------------------------------------------------------
POTTERY BARN KIDS – U.S. SITE  

[Pottery Barn Kids Homepage](https://www.potterybarnkids.com/)  
**Title:** Pottery Barn Kids – Baby & Kids Furniture, Bedding & Gifts  
**Description:** Create a safe, stylish space with quality nursery & kids’ furniture,
organic bedding, décor, toys and registry essentials from Pottery Barn Kids.

-----


### Primary Navigation  
- [Baby](https://www.potterybarnkids.com/shop/baby-all/)
  - **Title:** Baby Shop: Baby Products, Furniture, & Bedding
  - **Description:** Browse our entire catalog of baby products at Pottery Barn Kids. Discover our collections of baby bedding, furniture, essentials and more.

- [Furniture](https://www.potterybarnkids.com/shop/furniture/)
  - **Title:** Kids Furniture: Bedroom & Playroom Furniture
  - **Description:** Pottery Barn Kids' bedroom furniture is designed for quality and safety. Shop kids furniture to decorate with your personality and theirs.

- [Bedding](https://www.potterybarnkids.com/shop/bedding/)
  - **Title:** Children's Bedding: Baby & Kids Bedding Sets
  - **Description:** Pottery Barn Kids features stylish bedding for boys and girls. Shop children's bedding and bedding sets in fun prints and bold colors.  

- [Decor](https://www.potterybarnkids.com/shop/decor/)
  - **Title:** Nursery Decor & Kids Room Decor
  - **Description:** Find decor and lighting for you nursery and kids rooms. Shop Pottery Barn Kids for decor, lighting, storage, and more.  

- [Lighting](https://www.potterybarnkids.com/shop/lighting/)
  - **Title:** Kids Lighting & Nursery Lights
  - **Description:** Bring some personality in the room with kids lighting at Pottery Barn Kids. Shop nursery lights, table lamps and more to set the mood of their room.

- [Bath](https://www.potterybarnkids.com/shop/bath/)
  - **Title:** Kids Bath Shop: Towels & Bath Accessories
  - **Description:** Make bathtime for your kids fun and easy with Pottery Barn Kids' bath shop. Discover everything from bathroom decor to kids towels in cute prints and styles.

- [Rugs](https://www.potterybarnkids.com/shop/kids-baby-rugs/)
  - **Title:** Kids Rugs + Area Rugs
  - **Description:** Make a statement with an area rug or rug in your kid's room. Shop kids rugs and area rugs at Pottery Barn Kids in a variety of styles and colors.

- [Windows](https://www.potterybarnkids.com/shop/kids-baby-curtains-shade/)
  - **Title:** Kids Curtains & Nursery Curtains
  - **Description:** Find kids curtains at Pottery Barn Kids in fun colors and prints. Shop nursery curtains to cover up the windows so that your baby can sleep.

- [Toys & Play](https://www.potterybarnkids.com/shop/toys-gifts/)
  - **Title:** Toys & Gifts For Kids
  - **Description:** Shop quality toys for kids of all ages and celebrate any occasion from Pottery Barn Kids.

- [Baby Gear](https://www.potterybarnkids.com/shop/baby-gear/)
  - **Title:** Newborn & Baby Essentials
  - **Description:** Shop newborn and baby essentials at Pottery Barn Kids. Find quality baby gear for every stage along the way.

- [Backpacks & Luggage](https://www.potterybarnkids.com/shop/backpacks-luggage/)
  - **Title:** High-Quality Backpacks &amp
  - **Description:** Explore our range of durable backpacks and luggage. Perfect for travel, hiking, and everyday use, find your ideal bag today!  

- [Gifts](https://www.potterybarnkids.com/shop/gifts/)
  - **Title:** Personalized Gifts For Kids
  - **Description:** Find gifts for any occasion or celebration at Pottery Barn Kids. Discover personalized gifts ideas for kids, toddlers, and babies  

- [Easter](https://www.potterybarnkids.com/shop/easter/)
  - **Title:** Easter Gifts and Decorations for Kids
  - **Description:** Explore our collection of Easter gifts and decorations for kids. Perfect for every celebration with fun and festive products.  

- [Sale](https://www.potterybarnkids.com/shop/sale/) 
  - **Title:** Baby & Kids Sale 
  - **Description:** Shop sale items at Pottery Barn Kids. Browse our selection of nursery furniture, organic bedding, toys, and personalized gifts designed exclusively for kids!

### Secondary Navigation
- [New](https://www.potterybarnkids.com/shop/new/)
  - **Title:** New Arrivals: Kids & Baby
  - **Description:** Find the latest trends and collections for babies, toddlers, and kids. Discover what's new this season at Pottery Barn Kids.

- [Inspiration](https://www.potterybarnkids.com/pages/design-hub/)
  - **Title:** Kids’ Room Design Tips, How-Tos & Style Guides
  - **Description:** Find kids' room inspiration for every age and stage. Browse expert design tips, how-to guides, and curated looks by room

- [Shop Rooms](https://www.potterybarnkids.com/shop/shop-rooms/girls-bedrooms/)
  - **Title:** Girls Room Ideas & Inspiration
  - **Description:** Find girls room ideas and inspiration at Pottery Barn Kids. Shop our favorite rooms, bedding, furniture, and more. 

- [Collaborations](https://www.potterybarnkids.com/shop/designers-collaborations/)
  - **Title:** PB Kids Designer Brands & Collaborations
  - **Description:** Pottery Barn Kids has everything you need to make sure your child's space is both fun and functional. Browse kids designer brands and collaborations to get inspired.  

- [Best Sellers](https://www.potterybarnkids.com/shop/best-sellers/all-best-sellers/)
  - **Title:** Kids’ Best Sellers: Furniture, Bedding & Déco
  - **Description:** Shop Pottery Barn Kids’ most-loved furniture, bedding, and décor. Discover top-rated items parents trust—perfect for nurseries, playrooms, and kids' rooms.

- [Free Design Services](https://www.potterybarnkids.com/design-services/)
  - **Title:** Free Design Services - Design Crew
  - **Description:** Get inspired with Pottery Barn's FREE design services! Use our virtual Room Planner tool or set an appointment for an in-person session with our design experts.

- [Spring Break](https://www.potterybarnkids.com/shop/beach/)
  - **Title:** Beach Shop: Kids & Baby
  - **Description:** Pottery Barn Kids has got your covered for your summer beach trips. Find beach towels, beach accessories, and more that will make your beach trips and vacations easier.

- [Modern Baby](https://www.potterybarnkids.com/shop/modern-baby-kids/shop-all-modern-baby-kids/)
  - **Title:** Shop Modern Baby & Kids Products
  - **Description:** Explore our collection of modern baby and kids products, from furniture to toys. Shop now for stylish and functional items for your little ones!

- [Pottery Barn Baby Homepage](https://www.potterybarnkids.com/pages/baby/)
  - **Title:** Kids & Baby Furniture, Kids Bedding & Gifts
  - **Description:** Pottery Barn Kids offers kids & baby furniture, bedding & toys. Create or shop a baby registry to find the perfect present. Curbside pickup available