Pottery Barn to Debut Upscale Kids’ Furnishings at South Coast

Pottery Barn will open its first children’s furniture store at South Coast Plaza in September, selling pint-sized $500 easy chairs and $300 ottomans to help kids unwind after a tough day on the playground.

The youngsters shouldn’t have much trouble relaxing. After all, they don’t have to pay the bills. But a growing number of parents are willing to fork over big bucks for little furniture, analysts say.

Furniture outfits such as Ethan Allen, Lexington Home Furnishings and Stanley Furniture Co. also are expanding their children’s lines, said Debbie Morrison, an analyst with Banc of America Securities.

Pottery Barn, seller of trendy furniture with an urban touch, decided to open home furnishing stores for tykes after it launched a children’s catalog in January 1999 and orders exploded. “Pottery Barn’s kids products’ sales have been on fire,” Morrison said. “It’s been one of their best catalogs so far.”

Initially, Pottery Barn’s San Francisco-based parent, Williams-Sonoma Inc., plans to open seven children’s furniture stores this year, a test that could lead to a broader U.S. expansion next year.

The strong economy has ratcheted up the demand for children’s products, Morrison said. In addition, more parents are financially secure when they begin having children, and older, well-heeled baby boomers are now doting on grandchildren.

The first Pottery Barn Kids--which will be on the first level of the Costa Mesa mall--will sell products for virtually every room in the house, including tables and chairs, beds, desks, rugs and drapery. It’s not clear whether the little leather love seats, which are featured in the catalog and carry a $1,200 price tag, will be on the showroom floor, spokeswoman Jennifer Drubner said.

“It’s not something every parent’s going to buy their child, but we do offer it,” she said.