Williams-Sonoma to roll out West Elm

US homewares retailer Williams-Sonoma plans to roll out its West Elm fascia, which has been piloted at a single outlet in Brooklyn, New York.

The retailer plans to open three prototype West Elm outlets during the third quarter, which will be larger, redesigned versions of the original shop.

West Elm, launched in 2002, sells high-end furnishings and home accessories. So far it has sold primarily by mail order and online.

Analysts were confident of the fledgling chain's chances. 'The store in New York lands in the top stores of the company, suggesting that as a retail concept this will work,' noted broker Merrill Lynch.

The company is also launching a catalogue called Williams-Sonoma Home this autumn, and plans to open three revamped Hold Everything shops.

Williams-Sonoma reported a 13.5 per cent sales increase to US$380.7 million (£212.4 million) for the second quarter. Net earnings were US$27.6 million (£15.4 million), up from US$17.8 million (£9.9 million) the previous quarter.