American homeware retail giant Williams-Sonoma has arrived in Melbourne with a glitzy, ritzy, tinsel-strewn splash, throwing open its doors at Chadstone Shopping Centre on Tuesday.
The retail chain has claimed a world first with four individual stores of the group - Pottery Barn, Pottery Barn Kids, West Elm, and Williams-Sonoma - interconnected to facilitate and encourage shoppers to spend big.
In what can only be described as Christmas on steroids, the four stores occupy a total of 2505 square metres of retail space, and is the company's biggest retail footprint in Australia.
The four stores will employ 140 full-time and part-time staff.
Tourism Minister Louise Asher cut the ribbon alongside Ron Young, senior vice-president of global for
Williams-Sonoma, who said he was thrilled to land in Melbourne for the occasion.
"Melbourne's vibrant culinary and design culture is globally recognised and we are excited to continue our global expansion by opening four stores in this thriving city in time for the Christmas season," he said.
The retail giant has timed its opening in the hope that cash registers will ring often and early in the Christmas shopping rush - a sentiment shared by local and international retailers alike, who are struggling to compete with the internet for market share.
Real Housewives of Melbourne's Chyka Keebaugh joined Nine Network's Livinia Nixon and the Block's Michael and Carlene Duffy to decorate Christmas trees across the stores, and shoppers were treated to cooking demonstrations, product samples and discounts.
Chadstone is in the throes of yuletide fever and has rolled out a number of "exclusive" experiences" to draw the cashed-up shopper.
A massive Christmas tree decorated by Tiffany & Co dominates the centre with evergreens, sparkling lights, sparkly ornaments and the famous blue boxes.
Children's entertainers Hi-5 were on hand for some high-energy, wholesome entertainment.
