Hyped homeware: Pottery Barn cuts ribbon on first Australian store in Sydney - BRW (subscription)

NSW Premier Barry O’Farrell cuts the ribbon at the opening of the Pottery Barn store at Bondi Junction in Sydney. Photo: Pottery Barn via Facebook

Barry O’Farrell was busy cutting through red tape on Thursday morning, but it had nothing to do with the politics and bureaucracy of the National Disability Insurance Scheme or even the Gonki education reforms.

The NSW Premier was opening the first Australian Pottery Barn store in the Sydney suburb of Bondi Junction for hundreds of excited shoppers.

“Just opened Williams-Sonoma’s first Australian store – an investment of $3.5 million helping to create 135 jobs,” O’Farrell tweeted to his more than 12, 000 followers.

Pottery Barn is just the latest of a suite of international retailers setting up bricks and mortar stores in Australia. The social media coverage has whipped up a frenzy of excitement and consequently, many these stores have a market before they even open their doors.

It was the case for fast fashion chains Zara and Topshop in 2011 and will most likely be the same for other highly anticipated openings like H&M later this year.

The lead up to the opening of the US-based homewares store, which is owned by parent company and retail giant Williams-Sonoma, on May 2 has been met with huge excitement, especially after the retail giant unveiled its new Australian website in March.

Hundreds of shoppers and onlookers thronged the entrance to the store on Thursday morning, itching to be among the first in the door of the Exchange Building, a location which Williams-Sonoma CEO Laura Alber said in a statement has “the key elements for success.”

O’Farrell chanced upon some of the brand’s loyal followers. He tweeted about meeting Stephanie, “who flew from Perth to be the first customer at the Williams-Sonoma, Pottery Barn, Pottery Barn Kids and West Elm stores opening.”

The store spans three levels and will reportedly employ some 100 staff and will also house a Williams-Sonoma cookware store, Pottery Barn Kids and furniture store West Elm at the same site.

The Williams-Sonoma store will also reportedly house the first ever Williams-Sonoma cooking school.