Williams-Sonoma will soon partner with Roblox, says home retailer CEO

Williams-Sonoma CEO Laura Alber told CNBC’s Jim Cramer on Thursday that the home retailer will soon jump into the virtual world through a partnership with Robloxa video game company that is especially popular with children.

Alber’s announcement comes a day after Williams-Sonoma – owner of the Pottery Barn and West Elm brands – reported better-than-expected second-quarter earnings and comparable brand revenue growth. Shares rose 2.2% Thursday as investors welcomed the results.

“West Elm will become the first home furniture retailer to offer digital furniture and partner with Roblox,” Alber said on “Mad Money.” “I’m excited to see what it looks like and opens up new worlds for us.”

A spokesperson for Williams-Sonoma told CNBC that the partnership will take effect later this year, and the sale of West Elm-branded digital products will generate revenue for the company.

Other companies have announced partnerships with Roblox to help introduce their brands to younger audiences including Nike and Gucci, owned by the French luxury retail group Kering.

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