Report: Williams-Sonoma expands value focus at Pottery Barn Kids

San Francisco Wiliams-Sonoma plans to increase the number of lower-priced products at its Pottery Barn Kids stores starting this fall, CFO Sharon McCollam said during a presentation at a Piper Jaffray investor conference, according to the Dow Jones Newswire.

McCollam said its parent Pottery Barn brand's success in shifting the product mix to lower price points without hurting initial product margins convinced it to make similar changes at the children-focused brand, the report said.

Sales at Pottery Barn Kids have fallen sharply in recent quarters as shoppers continue to buy cribs and gifts for new babies but have curtailed spending on furniture, bedding and clothing for older children, according to the report.