Upmarket homewares and furniture chain Pottery Barn is lowering its price points to attract cash-strapped consumers in the downturn.

The struggling retailer wants to be seen as more affordable, and is planning more regular Sales to increase footfall.

It said that design and manufacturing improvements will help maintain profit margins on the lower priced products. Analysts said it is a sensible move that reflects the shopping habits of consumers, although some say the move could damage the iconic retailer’s brand.