WILLIAMS SONOMA LAUNCHES NEW COLLABORATION WITH IRON CHEF MASAHARU MORIMOTO

Rhea-AI Summary

Williams Sonoma (NYSE: WSM) has announced a new food collaboration with Michelin-starred chef Masaharu Morimoto. The collection features premium sauces and ramen bases designed to bring authentic Japanese flavors to home kitchens.

The Morimoto Collection includes nine products ranging from $14.95 to $29.95: three types of grilling sauces (Tamarind Sweet Chili, Teriyaki, and Yakiniku), three specialty sauces (Poke, Ponzu, and Spicy Garlic Soy), and three ramen products (Miso Ramen Broth Concentrate, Tan Tan Ramen Broth Concentrate, and Sesame Ramen Dressing).

Williams Sonoma stores will offer product sampling on February 21-22 to promote the launch.

Positive

• New product line expansion in premium food segment
• Partnership with renowned Michelin-starred chef enhances brand prestige
• Competitive price points ranging from $14.95 to $29.95

Negative

• None.

Insights

Retail & Consumer Products Analyst

This collaboration represents a calculated move by Williams Sonoma to capitalize on several key market trends. The premium Asian fusion segment has seen significant growth, with the global Asian sauce market expected to reach $4.81 billion by 2025. The pricing strategy positions these products in the premium segment, with margins likely exceeding 50% based on industry standards for specialty food items.

The launch timing is particularly strategic, aligning with the sustained trend of elevated home cooking post-pandemic and growing consumer interest in authentic global flavors. The collection's price points ($14.95 to $29.95) are positioned to capture the upper-middle market segment that traditionally shops at Williams Sonoma, while the celebrity chef association justifies the premium pricing.

From a business perspective, this collaboration offers multiple revenue streams:

• Direct product sales through both retail and e-commerce channels
• Enhanced foot traffic from in-store sampling events
• Cross-merchandising opportunities with WSM's cookware and kitchen equipment

The extensive range of products, from basic sauces to premium ramen bases, creates multiple entry points for consumers while maximizing basket size potential. This diversification strategy in the specialty food category could help buffer against cyclical patterns in home furnishing sales, WSM's primary business.

New Food Collection Celebrates Chef Morimoto’s Signature Flavors and Techniques

SAN FRANCISCO--(BUSINESS WIRE)-- Williams Sonoma, portfolio brand of Williams-Sonoma, Inc. (NYSE: WSM), the world’s largest digital-first, design-led and sustainable home retailer announced today, the launch of a new food collaboration with Michelin-starred restaurateur, author, TV personality and Iron Chef, Masaharu Morimoto. Known for his distinctive fusion-style creations, bridging Japanese flavors with the American palate, Chef Morimoto partnered with Williams Sonoma to create a collection of sauces and ramen bases that are meticulously crafted using the finest ingredients that elevate everyday meals with bold-Asian-fusion flavors.

Chef Morimoto Launches New Exclusive Food Collaboration with Williams Sonoma (Photo: Williams Sonoma)

“Whether you’re a seasoned chef or just starting your culinary journey, The Morimoto Collection for Williams Sonoma will bring bold flavors and authentic techniques to your kitchen,” said Williams Sonoma President, Felix Carbullido. “We are honored to bring Chef Morimoto’s world-class culinary expertise to our customers, empowering them to explore new flavors and elevate their home dining experience.”

"I am thrilled to be partnering with Williams Sonoma, blending the authentic taste of Japanese cuisine with the simplicity of everyday cooking,” said Chef Morimoto. "Together, we've created the Morimoto Collection, which reflects my passion for blending accessible cuisine with the unique flavors of Japanese cooking. My hope is that these sauces and ramen bases will inspire both new and experienced cooks to discover the joy of cooking with bold, authentic flavors.”

The Morimoto Collection for Williams Sonoma is crafted to bring the authentic flavors of Japan into the home kitchen and uses the same ingredients featured at Chef Morimoto’s celebrated restaurants located around the world. The collection includes:

• Morimoto x Williams Sonoma Poke Sauce – A bold blend of sweet tamari, mirin, sesame, and spicy-sweet notes perfect for drizzling on raw or grilled fish, stir-fries, and rice dishes, $14.95.
• Morimoto x Williams Sonoma Ponzu Sauce – Balanced blend of tart yuzu, tangy vinegar, and umami-rich soy, ideal for dipping, dressings, and marinades, $14.95.
• Morimoto x Williams Sonoma Spicy Garlic Soy Sauce – Rich, umami-packed sauce with garlic and a kick of cayenne heat, great as a dip for vegetables or finishing touch for roasted meats, $14.95.
• Morimoto x Williams Sonoma Tamarind Sweet Chili Grilling Sauce – Featuring chili peppers, soy, and a spicy-sweet tamarind base, this grilling sauce elevates meats, poultry, vegetables, and noodles, $16.95.
• Morimoto x Williams Sonoma Teriyaki Grilling Sauce – The classic flavors of soy and sweet teriyaki shine in this versatile glaze, marinade, or dip, $16.95.
• Morimoto x Williams Sonoma Yakiniku Grilling Sauce – An aromatic balance of sesame, ginger, garlic and soy, perfect for grilling meat, fish, and vegetables, inspired by the Japanese yakiniku tradition, $16.95.
• Morimoto x Williams Sonoma Miso Ramen Broth Concentrate – A rich, umami-packed base for ramen, soups, or stews, with complex notes of sake, red miso, and blend of vegetables , $29.95.
• Morimoto x Williams Sonoma Tan Tan Ramen Broth Concentrate – A spicy and aromatic broth starter blending coconut, Thai chiles, tamarind, fish sauce, and red curry, inspired by Laksa style noodles, $29.95.
• Morimoto x Williams Sonoma Sesame Ramen Dressing – A creamy sesame dressing with ginger, garlic, and umami soy sauce, perfect for hot or cold noodles, tofu, and meats, $29.95.

To celebrate the launch of this new collaboration, all Williams Sonoma stores will be sampling the Morimoto Collection for Williams Sonoma on Friday, February 21 and Saturday, February 22.

For more information about the Morimoto Collection for Williams Sonoma, please visit: www.williams-sonoma.com/morimoto.

ABOUT WILLIAMS SONOMA

Since its founding by Chuck Williams in 1956, the Williams Sonoma brand has been bringing people together around food. A member of Williams-Sonoma, Inc. (NYSE: WSM) portfolio of brands, Williams Sonoma is a leading specialty retailer of high-quality products for the kitchen and home, providing world-class service and an engaging customer experience. Products include cookware, cooks’ tools, cutlery, electrics, bakeware, food, tabletop and bar, outdoor, cookbooks, as well as furniture, lighting and decorative accessories. Each store offers cooking classes and tastings conducted by expert culinary staff. A comprehensive gift registry program for weddings and other special events is available in stores and online. On williams-sonoma.com, customers can find recipes, tips, and techniques that help them create delicious meals. Williams Sonoma can also be found on Facebook, Instagram, Twitter, Pinterest and YouTube. Williams Sonoma is also part of The Key Rewards, a free-to-join loyalty program that offers members exclusive benefits across the Williams-Sonoma, Inc. family of brands.

ABOUT MORIMOTO

Chef Masaharu Morimoto — known to millions as the star of Iron Chef and Iron Chef America and now exetive producer and head judge for Roku’s Sushi Master — has garnered critical and popular acclaim for his seamless integration of Western and Japanese ingredients. In 2001, Chef Morimoto opened his first restaurant in Philadelphia, which was later followed by restaurants in New York, Napa, Honolulu, Boca Raton, Mumbai, Mexico City, Tokyo, and Maui. Morimoto Asia Orlando at Disney Springs opened in 2015, followed by Momosan NYC and Morimoto Las Vegas at MGM Grand in 2016. Morimoto Asia Waikiki, Momosan Waikiki, and Morimoto Doha opened in 2018. Next came Momosan Seattle (2019), Momosan Wynwood (2020), Morimoto Taghazout Bay (2021), Sa’Moto (2021), Momosan at Hub Hall in Boston (2021), Morimoto Asia Napa and Momosan Santana Row (2022), Morimoto Bordeaux, Morimoto Jakarta and Morimoto by Sea aboard Holland America Line’s Nieu Amsterdam (2023), and most recently Mori Mori, bringing Chef Morimoto’s global restaurant count to 24. His first cookbook, Morimoto: The New Art of Japanese Cooking (2007), won two IACP awards (in the “Chef’s and Restaurants'' category and the “First Book: The Julia Child Award"), and it was nominated for a James Beard Foundation Award. His second cookbook, Mastering The Art of Japanese Cooking (2017), introduces readers to the healthy, flavorful, surprisingly simple dishes favored by Japanese home cooks. Follow Chef Morimoto via Instagram, Facebook, Twitter or www.ironchefmorimoto.com.

WSM-PR

View source version on businesswire.com: https://www.businesswire.com/news/home/20250219448780/en/

Kendall Coleman

Williams Sonoma

KAColeman@WSGC.com

415-616-7926

Source: Williams-Sonoma, Inc.

FAQ

What is the price range of WSM's new Morimoto Collection products?

The Morimoto Collection products range from $14.95 for sauces to $29.95 for ramen concentrates and dressings.

How many products are included in WSM's Morimoto Collection?

The Morimoto Collection includes nine products: three grilling sauces, three specialty sauces, and three ramen-based products.

When will WSM stores offer sampling of the Morimoto Collection?

Williams Sonoma stores will offer sampling of the Morimoto Collection on Friday, February 21 and Saturday, February 22.

What are the most expensive items in WSM's Morimoto Collection?

The most expensive items are the Miso Ramen Broth Concentrate, Tan Tan Ramen Broth Concentrate, and Sesame Ramen Dressing, each priced at $29.95.