Pottery Barn is a leading home furnishing retailer renowned for its exclusive designs and premium quality products. Founded in San Francisco in 1949, Pottery Barn has grown into a prominent brand with over 195 stores across the US, Canada, and Australia.
After being acquired by Williams-Sonoma, Inc. in 1986, Pottery Barn expanded its offerings to include Pottery Barn Kids in 1999 and Pottery Barn Teen in 2009. Driven by innovation and creativity, the company brings new collections through collaborations, like its recent outdoor tabletop launch with fashion designer Monique Lhuillier.
However, Pottery Barn faces intense competition in the home furnishings and décor market. Consumers have plenty of alternatives from discount stores like IKEA and Wayfair to specialty retailers like West Elm and Crate & Barrel. While Pottery Barn retains its leadership through quality and design excellence, players like Amazon and Target have ramped up their home assortment with competitive pricing. More choices at different price points exist today for time-pressed customers.
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1. Ikea
IKEA is an iconic global furniture brand with stores in over 50 countries. In 2022, IKEA had 231,000 employees worldwide. IKEA’s main competitive advantage is its ready-to-assemble furniture. In September 2022, IKEA released its catalog featuring new collections like IKEA Christmas, MÄVINN, and SAMMANLÄNKAD. Each option provides specific home products with unique features.
With its global presence and convenient ready-to-assemble furniture, IKEA is one of Pottery Barn’s top competitors for consumers seeking affordable and functional furniture solutions. IKEA offers a viable alternative to Pottery Barn across various styles and price points.
2. Urban Outfitters
Urban Outfitters, a member of the URBN brand family, is a global trendsetter in the retail world. Attracting hip, budget-conscious teenagers and young adults with its dynamic blend of stylish furniture and chic home decor.
As of February 2023, their global reach extends to 707 brick-and-mortar stores, demonstrating impressive growth from 685 outlets in the previous year. A testament to their dedicated workforce of over 26,000 employees.
This retail giant offers stiff competition to Pottery Barn Teen. It not only mirrors the latter’s youthful aesthetic but also offers affordability. Thus, for youngsters desiring to spruce up their spaces without breaking the bank, Urban Outfitters emerges as a go-to alternative.
Their increasing physical store presence coupled with a broad range of on-trend products, cements Urban Outfitters’ status as a key player in the lifestyle retail market.
3. Amazon.com
Amazon is the world’s largest online retailer, operating an expansive e-commerce platform. With over 1.5 million employees, Amazon offers a one-stop shop for home furniture, décor, appliances and more through its Home department. Meanwhile, Pottery Barn operates specialty brick-and-mortar furniture stores.
In April 2023, Amazon offered major furniture deals during Prime Day, with savings up to 52% on brands like Christopher Knight. With its vast online selection and discounted pricing, Amazon poses formidable competition to Pottery Barn for budget-conscious shoppers seeking convenient online home furnishing options.
4. Wayfair
Wayfair is a leading American e-commerce company specializing in furniture and home goods. Operating across North America and Europe, Wayfair laid off approximately 1,750 employees in January 2023, which is expected to save the company $750 million annually.
Wayfair’s main competitive advantage is its vast product portfolio catering to diverse styles and budgets. Offering stylish, modern, luxury, classic, and professional home furnishings and décor, Wayfair had 21.7 million active customers as of March 2023.
Compared to Pottery Barn’s brick-and-mortar model, Wayfair provides a convenient online shopping experience with an expansive inventory. With over 21 million loyal customers and a comprehensive catalog spanning various price points, Wayfair is one of Pottery Barn’s biggest competitors in the online home furnishings space.
For deal-seeking shoppers, Wayfair provides a viable alternative to find discounted contemporary, mid-century, boho, or traditional furniture and décor.
5. West Elm
Owned by Williams-Sonoma, Inc., West Elm is a global design company offering original, affordable home décor and local products. With over 100 stores worldwide plus an e-commerce platform, West Elm competes with its sister brand Pottery Barn despite both participating in the parent company’s Key Rewards loyalty program.
While Pottery Barn focuses on premium quality, West Elm provides budget-friendly options for style-conscious shoppers.
In May 2023, West Elm further differentiated itself through a collaboration with Finnish design house Marimekko to launch a limited-edition summer-inspired collection.
With its affordable pricing and focus on approachable design, West Elm has carved out a niche as a worthy alternative to Pottery Barn. For shoppers seeking modern style on a budget, West Elm’s accessible assortment of globally inspired and locally sourced home goods provides a lower-priced option compared to Pottery Barn’s premium offerings.
6. Ashley Furniture
Founded in 1945 and headquartered in Arcadia, Wisconsin, Ashley Furniture is a leading American furniture manufacturer and retailer operating over 1,000 stores globally under the Ashley HomeStore brand. With a wide selection of living room, dining room, bedroom, and home office furniture, Ashley employs over 35,000 people.
However, Ashley faced a major setback in June 2023 when the company recalled over 260,000 defective power sofas, loveseats, and recliners due to potential fire hazards. This large-scale recall undercuts Ashley’s competitive advantage compared to other home furnishing retailers like Pottery Barn.
While Ashley provides mass-produced mid-priced furniture options, the recent recall of hundreds of thousands of products raises quality concerns versus Pottery Barn’s focus on premium materials and durability. For consumers prioritizing safety and longevity in furniture purchases, Ashley’s recall diminishes its value proposition relative to Pottery Barn.
7. RH
Headquartered in Corte Madera, California, RH (formerly Restoration Hardware) is a luxury home furnishings retailer with around 6,200 employees. Selling high-end furniture and homewares online and in stores across the US and Canada, RH is known for pricey offerings like $5,000 dining tables and $10,000 couches.
However, RH aims to boost affordability after its CEO Gary Friedman admitted the pricing was too aggressive. In May 2023, Friedman announced plans to lower prices for the new RH Contemporary collection.
While still at the upper end of the market, RH’s moves to reduce costs provide an alternative to Pottery Barn for consumers seeking high-quality, contemporary furniture without the premium prices. For luxurious modern home furnishings at slightly more accessible price points, RH offers competition to Pottery Barn.
8. Havertys Furniture
Headquartered in Atlanta since its founding in 1885, Havertys Furniture is a full-service home furnishings retailer operating 123 showrooms across 16 Southern and Midwestern states. Focusing on middle to upper-middle price points, Havertys surpassed $1 billion in annual sales for the second consecutive year in 2022.
Demonstrating its regional strength, Havertys celebrated 25 years of service in the greater Washington D.C. area in May 2023 and honored over 125 years of business in Texas.
With quality merchandise and dominance in Southern and Midwestern markets, Havertys poses strong regional competition to national chains like Pottery Barn. For customers seeking stylish furnishings from a trusted local retailer, Havertys provides an appealing alternative to Pottery Barn in select markets across the South and Midwest.
9. Overstock.com
Headquartered in Midvale, Utah, Overstock.com is a leading online furniture and home furnishings retailer founded in 1999. With over 1,600 employees, Overstock.com offers discounted prices on furniture, décor, rugs, bedding, bath products, and home improvement through its e-commerce website.
Unlike Pottery Barn’s brick-and-mortar model, Overstock.com is an online-only retailer without any physical stores.
As of April 2023, Overstock.com’s shopping site featured an extensive catalog of millions of home products and attracted over 10 million monthly visitors.
With its huge online product selection and discounted pricing, Overstock.com provides a top alternative to Pottery Barn for deal-seeking shoppers looking to furnish their homes solely online. For consumers focused on finding the best prices from the comfort of their homes, Overstock.com is one of the foremost online competitors to Pottery Barn.
10. H&M HOME
Founded in Sweden in 1947, H&M Group is a fast-fashion clothing company operating over 4,800 stores across 75 global markets. While best known for its inexpensive apparel, H&M also competes in home furnishings through its H&M HOME brand. Offering bedding, pillows, lamps, tableware, and more, H&M HOME provides a budget-friendly option compared to premium players like Pottery Barn.
With over 107,000 employees worldwide, H&M HOME caters to cost-conscious shoppers seeking stylish home accessories at discounted prices.
In January 2023, the brand released its Spring Season Collection featuring refreshed interior décor and textiles. By leveraging H&M’s vast scale and supply chain infrastructure, H&M HOME can provide comparable styles at lower price points.
For thrifty shoppers interested in sprucing up their living spaces on a tight budget, H&M HOME gives Pottery Barn competition through its affordably priced seasonal collections and basics.
11. Walmart
Founded in 1962 in Bentonville, Arkansas, Walmart is the world’s largest brick-and-mortar retailer operating over 4,700 stores across the US. Offering furniture, home décor, mattresses, kitchenware and more, Walmart leverages its vast size and scale as a key competitive advantage versus specialty retailers like Pottery Barn.
With a strong national presence and an all-in-one offering including its private-label MoDRN furniture line, Walmart provides one-stop home furnishing shopping.
In 2023, Walmart deployed AI-powered robots to enhance customer experiences. Given its store footprint, breadth of inventory and investment in cutting-edge technology, Walmart poses formidable competition to players like Pottery Barn catering to home furnishings shoppers seeking convenience and affordable prices.
12. ZARA Home
Headquartered in Spain, ZARA is a fast-fashion clothing retailer operating around 2,000 stores globally. Through its ZARA Home division, the company offers competitively priced home furnishings including bedding, pillows, décor and kitchenware. With its fashionable parent company ZARA’s supply chain infrastructure and scale, ZARA Home provides on-trend style at budget prices compared to premium players like Pottery Barn.
Positioned as an inexpensive home goods store, ZARA Home caters to cost-conscious shoppers wanting to stylishly furnish their living spaces.
In April 2023, the brand introduced its new Editions Collection featuring globally inspired homewares. By leveraging ZARA’s expertise in rapidly translating catwalk trends into affordable products, ZARA Home can attract deal-seeking shoppers.
With its parent company’s resources and capabilities, ZARA Home offers an accessible and fashion-forward alternative to Pottery Barn’s higher-priced offerings.
13. Parachute
Founded in 2014 in Los Angeles, Parachute is a direct-to-consumer home brand that has expanded into retail with over 25 stores. Initially focused on luxury bedding, Parachute now offers bath essentials, home décor, and furniture.
In 2022, Parachute moved into the living room category with crafted coffee tables, sofas and lamps. With its integrated online and brick-and-mortar model, Parachute competes directly with established players like Pottery Barn in multiple home furnishing segments.
As a high-growth DTC brand leveraging premium quality and omnichannel distribution, Parachute represents an emerging competitor in the home space. With its strategic expansions, Parachute is positioning itself as a modern, aspirational alternative to traditional retailers like Pottery Barn.
14. Target
Founded in 1902 and headquartered in Minneapolis, Target is a leading American retail chain operating over 1,950 stores staffed by around 440,000 employees. Unlike specialty retailer Pottery Barn, Target is a big-box department store offering a vast array of products including its own furniture and home décor brands such as Project62, Hearth & Hand and Opalhouse.
In 2022, Target invested $100 million to grow its e-commerce capabilities and supply chain infrastructure.
Additionally, Target partners with high-profile designers to develop stylish, exclusive furniture lines.
With its expansive brick-and-mortar footprint, accelerating online business, popular private-label collections and strategic designer collaborations, Target continues fortifying its position as a formidable one-stop shop competitor to specialty players like Pottery Barn focused solely on home furnishings.
15. Lulu & Georgia
Lulu & Georgia is a high-end furniture and home decor brand founded in 2012 and headquartered in Los Angeles. It offers a catalog of rugs, sofas, beds, bedding, and home accessories.
In 2022, Lulu & Georgia saw a 133% increase in first-time buyers as it competes with Pottery Barn’s online furniture business. A key move was partnering with retail specialist Bluecore in 2022 to boost digital marketing and repeat purchases, which climbed 229%. While Pottery Barn ships globally, Lulu & Georgia currently only serves the US market.
With strong growth in recent years, this direct-to-consumer brand is positioning itself as a formidable and fast-expanding competitor.
16. Anthropologie
Anthropologie is an American home furnishings and clothing retailer founded in 1992 in Philadelphia. It is a subsidiary of URBN, which also owns Urban Outfitters, Free People, and other brands. Anthropologie is known for its boho chic style in fashion and home décor.
As it competes with Pottery Barn, Anthropologie is prepping for growth by reshuffling leadership in 2023 and plans to expand e-commerce and its store footprint in 2024.
While smaller than Pottery Barn, Anthropologie offers an alternative for stylish home furnishings across over 200 locations in the US, Canada, and the UK. Its upcoming expansion aims to boost its presence as a competitor in this market.
17. Home Depot
Home Depot is a leading home improvement retailer founded in 1978 and based in Atlanta. It sells furniture, décor, and more alongside its traditional home improvement offerings.
With about 2,000 stores globally, Home Depot competes through immense product selection and one-stop shopping convenience.
While broader than just furniture, Home Depot’s comprehensive in-store offerings pose a competitive risk for specialty retailers like Pottery Barn.
18. One Kings Lane
One Kings Lane is an online luxury home furnishings retailer founded in 2009 and headquartered in New York City.
In 2020, it was acquired by CSC Generation Holdings. One Kings Lane competes with Pottery Barn by offering high-end furniture and home accessories on its shopping site. It also provides interior design services and content to help customers create stylish spaces like home offices.
With a focus on luxury design, One Kings Lane offers an elevated alternative to Pottery Barn.
19. Serena & Lily
Serena & Lily is a home furnishings and goods retailer founded in 2003 in Sausalito, California. With a similar aesthetic and price point to Pottery Barn, it opened a new 5,500-square-foot store in 2023 as it expands its physical retail presence.
With nearly 20 locations now, primarily on the coasts, Serena & Lily offers a comparable product range and emerging competitive presence, especially as its store network grows.
20. Costco
Costco is a members-only warehouse retailer founded in 1983 and based in Issaquah, Washington.
It operates over 800 warehouses globally, with plans to open 24 more in 2023. Costco competes with Pottery Barn through its selection of discounted, high-quality furniture and home goods from top brands.
With a low-cost wholesale approach, Costco provides a budget-friendly option vs. Pottery Barn’s regular retail pricing. With significant scale and growth plans, Costco is a formidable discounted competitor.
21. Joss & Main
Joss & Main is an online contemporary home furnishing company founded in 2011. A subsidiary of Wayfair, it sells furniture, décor and more.
In 2023, Joss & Main opened its second retail store, expanding its brick-and-mortar presence. Known for modern and classic styles, it competes directly as an alternative to Pottery Barn’s selection.
As part of Wayfair, Joss & Main has the resources and reach to grow its competitiveness in this market.
