News Release Details

Opening Weekend Includes $2,500 Room Makeover Sweepstakes and $1,500 in Gift Card Giveaways

SAN FRANCISCO--(BUSINESS WIRE)--PBteen, a member of the Williams-Sonoma, Inc. portfolio of brands, announced today the opening of its first-ever pop-up store in Natick Mall, just 15 miles west of Boston, on Friday, November 4th at 10:00 AM. To mark the occasion, PBteen will hold a Rock My Room! sweepstakes from November 4th through December 4th for a $2,500 room makeover.* Opening weekend events will also include social media promotions via Facebook and Twitter, gift with the creation of a Wishlist, a Smilebooth photo station, and $1,500 in gift card giveaways.

The first-ever PBteen pop-up store arrives at Natick Mall, the largest shopping destination in New England, just in time for the holidays and will open with the Holiday 2011 gift collection. Natick shoppers will find a selection of unique home furnishings and gifts for tweens and teens. The store will be organized into lifestyle vignettes, each dedicated to something teens love – electronics, games, gear, beauty, sleepovers, gift ideas for graduation, birthday, and holidays, and bedding to make a room hip and fun. The 1,800 square foot store is centered around the PBteen Design Lab, four computer terminals where teens and moms alike can create a dream room by selecting and placing PBteen furniture and accessories in their virtual room, then see it come to life on one of the 60” TV wall monitors. Also available in the Design Lab is the new Wishlist on PBteen.com. Launching in conjunction with the pop-up store opening, Wishlist allows teens to select their favorite items, write notes about each selection, and share their wishes with friends and family on Facebook. Products not available at the PBteen pop-up store can be ordered through the store and shipped directly to the customer for ease of shopping.

“We love the idea of connecting with our customers in a pop-up environment because teens can interact with the products and gifts to see in person how unique, comfortable, and cool they are. The pop-up store will also create excitement and energy because it’s there for a limited time only. We wanted to bring that experience to customers for the holidays,” said Janet Hayes, president of PBteen and Pottery Barn Kids. “Natick and the Boston area, with its active teen community and robust collegiate landscape, is the ideal place for us to do that.”

Opening Weekend Events will begin on Friday, November 4th at 10:00 AM and include:

• Rock My Room! Sweepstakes: PBteen will hold a Rock My Room! makeover sweepstakes worth $2,500. For a chance to win, enter at one of the Rock My Room! sweepstakes entry spots at the new PBteen pop-up store in Natick Mall between 10:00 AM on Friday, November 4th and 6:00 PM on Sunday, December 4th.
• Smilebooth: The popular traveling photo station, Smilebooth, will be available in front of the new pop-up store from 3:00 to 7:00 PM on Friday and 1:00 to 5:00 PM on Saturday and Sunday for free photo opportunities with friends and family. Photos will be printed on the spot for a take-home gift and made available on the PBteen Facebook page for online sharing.
• Facebook Promotion: The first 500 customers to “check in” at the new PBteen pop-up store via Facebook (Places page is called PBteen Pop-Up At Natick Mall) will receive a free PBteen back sack when they show their updated status to a store associate. Four lucky winners will find a surprise gift card for $250 inside their back sack.
• Wishlist Promotion: Customers who create a Wishlist on opening weekend can also receive a free PBteen back sack with the chance of winning a $250 gift card.
• Twitter Contest: Those who retweet the PBteen Twitter message regarding the new Natick Mall pop-up before midnight EST on Sunday, November 6th will automatically be entered for the chance to win a $100 PBteen gift card, with five prizes awarded on Monday, November 7th. PBteen can be found on Twitter @PotteryBarnTeen.

STORE LOCATION & INFORMATION

PBteen Pop-Up
(Across from Juicy Couture and below Forever XXI in the west wing of Natick Mall)
1245 Worcester Street
Natick, MA 01760
(508) 647-4808

ABOUT PBTEEN

PBteen, a member of the Williams-Sonoma, Inc. 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 for teens and tweens, PBteen provides fresh, hip options to appeal to varying teenage tastes. Categories include: bedding, window treatments, rugs, lighting, gear, decorative accessories, storage and organization solutions, and furniture including beanbag chairs. PBdorm, launched in the summer of 2010, is an exclusive collection that offers dorm furniture and essentials. This collection includes XL twin sheets, lighting, seating, storage bins and organization solutions, and other accessories designed to help teens turn their dorm room into their ultimate home away from home. PBteen products are available through direct mail catalog, e-commerce site PBteen.com and at five U.S. retail showrooms in St. Louis, Atlanta, Chicago, New York City, and a pop-up store in Natick, Mass. The PBteen e-commerce site features Style House, Wishlist, a special section with design tools, a room planner, free downloads, a music player, and decorating tips. PBteen has an active Facebook, Twitter and YouTube following. PBteen is headquartered in San Francisco, Calif.

ABOUT WILLIAMS-SONOMA, INC.

Williams-Sonoma, Inc. is a specialty retailer of high-quality products for the home. These products representing six distinct merchandise strategies – Williams-Sonoma (cookware and wedding registry), Pottery Barn (furniture and bridal registry), Pottery Barn Kids (kid’s furniture and baby registry), PBteen (girls’ bedding and boys’ bedding), West Elm (modern furniture and room decor) and Williams-Sonoma Home (luxury furniture and cashmere throws) – are marketed through 586 stores, six direct mail catalogs and five e-commerce websites.

*Sweepstakes entries must be received in person. No purchase necessary. See official rules at PBteen pop-up store in Natick Mall.