West Elm Partners with Pink Chicken on New Collection
HOSPITALITY
West Elm, a portfolio brand of Williams-Sonoma, Inc. (NYSE: WSM) has launched a new collaboration with Pink Chicken.
Over the past decade, children's home décor has favored a quieter aesthetic, soft neutrals, simple silhouettes, and restrained design. But this spring, West Elm is charting a different course. The furniture and home goods retailer has partnered with Pink Chicken, a children's brand celebrated for its bold, vintage-inspired patterns, to launch a collection that trades minimalism for exuberance.
The collaboration arrives at a moment when parents are increasingly drawn to spaces that feel both sophisticated and playful. Rather than simply adding new products to their catalog, West Elm and Pink Chicken are introducing what they call a print-focused approach to personalization, one that embraces color, pattern, and the kind of visual energy that reflects how children actually experience their rooms.
Bringing Sunshine Into the Nursery
The Pink Chicken for West Elm Kids collection reimagines the apparel brand’s signature "sunny prints" for kids' and babies' spaces. The line includes:
Textiles: Floral quilts, sheet sets, and crib sheets that bring Pink Chicken's apparel heritage into the bedroom.
Giftables: Bunny-shaped pillows, plush toys, and woven Easter baskets with printed liners—timed perfectly for the Easter holiday.
Tabletop: Playful garlands and décor designed to turn everyday family moments into "unforgettable childhood memories."
“Through this partnership, we were able to bring Pink Chicken's patterns to life in designs that feel elevated yet approachable,” said Day Kornbluth, President of West Elm.
Clothing to Curtains
For Pink Chicken, the move into home décor is a natural evolution. Since its founding in 2006, the brand has built a cult following around its effortless silhouettes and joyful spirit. By partnering with West Elm, Pink Chicken is effectively moving from the "closet" to the "walls," expanding its presence in the household ecosystem.
“West Elm shares our commitment to quality, style, and creating environments that feel both chic and comfortable for the modern family,” said Stacey Fraser, Founder and CEO of Pink Chicken.
Building a Broader Brand World
The most effective brand partnerships don't just add products, they extend a sensibility into new territory without losing what made it resonate in the first place. West Elm's collaboration with Pink Chicken demonstrates how a retailer can expand its offerings while staying true to both brands' identities.
The underlying strategy is straightforward: brands aren't just selling objects, they're selling an experience and an emotional connection. By bringing Pink Chicken's playful, nostalgic aesthetic into home furnishings, West Elm deepens its relationship with families who already value thoughtful design. When a brand can carry its distinct point of view across multiple categories, from clothing to bedding to furniture, it becomes more embedded in customers' lives, and more likely to earn repeat purchases across different parts of the home.