Williams-Sonoma Pursues Co-Branded Card

Williams-Sonoma’s existing credit card portfolio will be acquired by Alliance Data, a Columbus, Ohio-based credit card services business, to provide a private-label, co-branded credit card program.

Under the new co-branded card, Alliance Data will acquire all of Williams-Sonoma’s existing credit card portfolio and transfer existing members over to the new system.

Under the new agreement, Alliance Data will use Williams-Sonoma’s customer data and tools to determine and target the most highly qualified customers to solicit for new cards and incentive rewards programs. Williams-Sonoma customers will also have the benefit of a new, more advanced app that “will be customized to provide a brand-immersive experience, giving Williams-Sonoma shoppers the ability to apply, earn and connect at home or on the go,” according to a statement announcing the new partnership.

The acquisition is expected to close by the end of this quarter.

“Williams-Sonoma has always embraced innovative customer engagement strategies. We look forward to working with Alliance Data to build a comprehensive credit card program that bolsters our ongoing efforts to foster strong, long-term relationships with our customers and provide meaningful rewards as they pursue their home and culinary aspirations,” Janet Hayes, Williams-Sonoma’s president, said in a statement. “Leveraging Alliance Data’s loyalty and marketing expertise, paired with our high standard of customer service, we’re confident our new credit card program will provide a value proposition that is unparalleled in the home and lifestyle category.”