Williams-Sonoma 'cultivates' a new kitchen community

SAN FRANCISCO — Williams-Sonoma is helping consumers create their dream kitchen with the launch of Cultivate.com. Offering information about kitchen design and remodeling in one destination, the website will feature advice from acclaimed kitchen experts, thousands of inspirational photos, recommendations for local kitchen professionals and unique planning tools, the company announced Friday.

According to Williams-Sonoma, Cultivate.com distinguishes itself by not being an e-commerce site — no merchandise is sold on the site. Instead, the site is meant to connect professionals with consumers looking to create their ideal kitchen. Designers, architects, and other kitchen professionals upload free profiles with information about their business and albums of their best kitchen projects. Consumers who join the site can then create private, online inspiration folders with their favorite kitchen designs and information on the professionals they are interested in working with. Cultivate.com also provides an opportunity for consumers to share their ideas and their kitchens with other enthusiasts.

“Our customers are passionate about their homes, and when we surveyed them about kitchen renovation we heard a common theme – that designing a kitchen can be overwhelming,” said Katherine Rice, VP business development Williams-Sonoma Inc. “So we created Cultivate.com to offer a resource with an inspirational yet practical point of view, helping make their ideal kitchen a reality.”

For design professionals, the site offers a unique opportunity to showcase their expertise and connect with a large audience interested in kitchen design, the company said. In addition, the site partners with leading kitchen manufacturers—including Cambria USA, Miele, Walker Zanger, Sub-Zero and Wolf, and Benjamin Moore—who lend their expertise to the site.