Pottery Barn Kids, Pottery Barn Teen and Pottery Barn, members of the Williams-Sonoma, Inc. (NYSE: WSM) portfolio of brands, today celebrate the launch of Flour Shop x Pottery Barn Brands, the colorful home furnishings collaboration with Amirah Kassem of Flour Shop, the bakery known for its signature treats and social media-famous “Rainbow Explosion Cake.” Amirah believes in the power of celebrating every day like it’s a birthday, and uses her cakes as an artistic medium. Inspired by Flour Shop’s spirited approach to baking, the interior décor collections incorporate rainbow-hues, sprinkles and sequins to bring Amirah’s “Birthday Lifestyle” into the home space.
Pottery Barn brands have artfully expressed Flour Shop’s signature icons into textiles, occasional furniture, decorative accessories and wall art. Cara the Unicorn, a magical, gold-horned character featured on many of Flour Shop’s most famous treats, appears on backpacks, lunch boxes and bedding. Sparking imaginative play, a plush and silver sequined toy version of the “Rainbow Explosion Cake” features four pieces that pull apart to re-create the experience of cutting into the real confection. This collection marks the second time a Williams-Sonoma, Inc. brand partnered with Flour Shop and Kassem. Earlier this year, sister brand Williams Sonoma introduced a collection of kitchen and baking accessories with Flour Shop.
“Amirah infuses a sense of playfulness and fun into everything she creates,” said Jennifer Kellor, President, Pottery Barn Kids and Pottery Barn Teen. “From the vibrant tabletop to the bold bedding, the Flour Shop collaboration offers our customers designs that create the backdrop for life’s everyday celebrations.”
“I'm so excited to be collaborating with Pottery Barn to put together the most magical collection ever! Every day I see customers come into Flour Shop and the environment instantly fills them with sprinkles and smiles! I wanted to design a playful collection for the home that created that exact same feeling, or what I call the Birthday Lifestyle. You can mix and match a colorful piece for any room, or go full rainbow glitter, it's up to you. Just have fun!” said Amirah Kassem.
To learn more about the collections, visit www.PotteryBarnKids.com, www.PotteryBarnTeen.com and www.PotteryBarn.com. Join the conversation on social media with @PotteryBarnKids, @PotteryBarnTeen and @PotteryBarn.
ABOUT POTTERY BARN KIDS
Pottery Barn Kids, a member of the Williams-Sonoma, Inc. (NYSE: WSM) portfolio of brands, is a premier specialty retailer for children's home furnishings and decorative accessories. Introduced in 1999, Pottery Barn Kids offers exclusive designs that create kid-friendly, stylish and innovative spaces for the nursery, bedroom and playroom. Key product categories include furniture, bedding, bath, window treatments, rugs, lighting, decorative accessories, toys, nursery essentials and gear such as backpacks and reusable lunch bags. Committed to creating product that is good for kids and good for the planet, Pottery Barn Kids designs products that are renewable, recyclable and have low impact on the environment. Pottery Barn Kids operates company-owned stores and e-commerce, and has global unaffiliated franchisees. Pottery Barn Kids provides complimentary design services, a comprehensive gift registry program and monogramming services. Pottery Barn Kids is part of The Key Rewards, a free-to-join loyalty program that offers members exclusive benefits across the Williams-Sonoma family of brands. The company is headquartered in San Francisco, California.
ABOUT POTTERY BARN TEEN
Pottery Barn Teen, a member of the Williams-Sonoma, Inc. WSM, portfolio of brands, launched in 2003 and is the first home retailer to focus exclusively on the teenage market. Designed to fully furnish bedrooms, study and lounge spaces, Pottery Barn Teen provides teens and tweens with a range of design aesthetics to create spaces that express their diverse interests, values, and style. Key product categories include furniture, bedding, window treatments, rugs, lighting, gear, decorative accessories, storage and organization solutions. Pottery Barn Dorm, launched in 2010, is an exclusive collection that offers dorm furniture and essentials. Pottery Barn Teen and Pottery Barn Dorm are committed to creating products that are renewable, recyclable and have a low impact on the environment. Pottery Barn Teen operates company-owned stores and e-commerce, and has global unaffiliated franchisees. Pottery Barn Teen provides complimentary design services and monogramming services. Pottery Barn Teen is part of The Key Rewards, a free-to-join loyalty program that offers members exclusive benefits across the Williams-Sonoma family of brands. The company is headquartered in San Francisco, California.
ABOUT POTTERY BARN
Pottery Barn, a member of the Williams-Sonoma, Inc. (NYSE: WSM) portfolio of brands, is a premier specialty retailer for casual, comfortable and stylish home furnishings. Key product categories include furniture, bedding, bath, rugs, window treatments, tabletop, lighting and decorative accessories. Nearly all Pottery Barn products are designed in-house and are exclusive to its catalogs, stores and website. Pottery Barn operates company-owned stores in the United States, Canada and Australia and has unaffiliated franchisees that operate stores in the Middle East, the Philippines and South Korea, and stores and ecommerce websites in Mexico, as well as an ecommerce site at www.potterybarn.com that offers international shipping to customers worldwide. Pottery Barn provides complimentary design services and a comprehensive gift registry program for weddings and other special events. Pottery Barn now offers products for all life stages and every room in the home through Pottery Barn, Pottery Barn Bed and Bath, Pottery Barn Kids, and Pottery Barn Teen. Pottery Barn is also part of The Key Rewards, a free-to-join loyalty program that offers members exclusive benefits across the Williams-Sonoma family of brands. The company is headquartered in San Francisco, California.
ABOUT FLOUR SHOP
Flour Shop is one of the world’s most colorfully creative high-concept bakeries and home of the famous “Rainbow Explosion Cake.” Founded by the brilliantly artistic baker Amirah Kassem in 2017, and nestled in the heart of Soho, Manhattan, the bakery is also known for its Cara the Unicorn Cake – named by Instagram as the “2017 Trend of the Year.”
Flour Shop has shared joy through baking to many A-list celebrities and spectators to Flour Shop’s food-based installations, which have been exhibited everywhere from private settings at the Whitney Museum to 64-ft. edible hallways at the Brooklyn Museum.
Its whimsical creations of fondant-free cakes have exploded into a nationally recognized and highly sought-after brand and onto the shelves of major retailers across the U.S. including Williams-Sonoma and Pottery Barn with a range of products that include kitchenwares and home décor
In 2019, Kassem and The Flour shop introduced its first cookbook “The Power of Sprinkles,” instantly becoming a bestseller and paving the way for its second book in the series “The Magical Land of Birthdays.” Check us out at FlourShop.com and follow us on Instagram @flourshop
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Contacts:
Rebecca Clark
RClark3@wsgc.com
