Williams-Sonoma Launches Agrarian Line

Williams-Sonoma announced this past week the launch of Agrarian, a new collection of products that supports a lifestyle of healthy living and brings the virtues of homegrown and homemade into customers’ everyday lives. Agrarian offers products, resources, and inspiration for customers who want to go beyond cooking by cultivating a healthy awareness of where their food comes from.

Agrarian products range from heirloom seeds, live plants and raised beds to do-it-yourself cheese-making kits, chicken coops, and home canning & preserving supplies. Available in the Williams-Sonoma catalog, online and in select stores in the U.S. beginning April 5, the wide range of products provides numerous options for the culinary gardener as well as for those simply interested in healthier living.

“Agrarian is yet another way for Williams-Sonoma to bring people together around food,” said Richard Harvey, President, Williams-Sonoma brand. “We’re excited to provide our customers with a collection of products that will enrich their culinary experiences, all while helping them to lead a healthier lifestyle.”

The Agrarian product categories include:

  • Live Plants
  • Heirloom Seeds
  • Garden Tools
  • Garden Supplies
  • Raised Beds & Planters
  • Bee Keeping
  • Chicken Coops
  • Canning & Preserving
  • DIY & Homemade Kits
  • Healthy Living
  • Vintage
  • Books

“Families are not only eating together – they are collectively making decisions about what foods they eat and where their food comes from,” said Allison O’Connor, Vice President of Merchandising, Williams-Sonoma. “Agrarian will help families who want to embrace this healthy lifestyle.”

Items in the first Agrarian collection include cedar raised beds and planters from Farmer D based in Atlanta, slate garden markers using slate from a family owned quarry in upstate New York, Kilner persevering jars from Europe, and garden tools designed specifically for women’s hands by Sophie Conran in London. Do-it-yourself products include cheese-making, kombucha and sprout kits. There also are heirloom culinary seeds, as well as live fruit trees, organic herbs and heirloom vegetables that can be delivered to customers’ front doors, ready for planting.

As part of the Agrarian launch, all Williams-Sonoma stores in the U.S. and Canada will offer an “Intro to Edible Gardening: Seed Starting” class on Earth Day, April 22. Participants will be provided with heirloom seeds, starter pots and soil, and will go home with five seed starts created during the class. The $10.00 class fee will be donated to the Edible Schoolyard Project. Interested customers should contact their local store for event times and reservations.

View the collection here.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.