WSM Q2 2026: Overcomes Tariff Hikes, Keeps Q3 Margin at 17.4–17.8%
- Positive Operational Performance: Williams Sonoma delivered consistent positive comps across all brands in Q2 2026, with a 3.7% comp growth and an operating margin of 17.9%, demonstrating strong fundamentals even amid market headwinds.
- Effective Tariff Mitigation: The company successfully managed rising tariff pressures—with its six-point tariff mitigation plan and strong vendor partnerships—helping maintain margin guidance despite a doubling of the incremental tariff rate.
- Strategic AI and Innovation Investments: Significant investments in AI and innovation are already yielding improved customer experience and operational efficiencies across design, supply chain, and digital channels, positioning the company for sustainable future growth.
- Tariff Volatility: The company faces significant uncertainty as the incremental tariff rate doubled from 14% to 28% within the period, and with continued policy volatility, worsening tariffs could further compress margins in future quarters.
- Pricing and Demand Elasticity Risks: The need to pass higher costs onto consumers may force additional price increases, risking demand sensitivity and potential erosion of sales if pricing elasticity proves greater than expected.
- Reliance on Vendor Concessions and Supply Chain Mitigation: The bear case is accentuated by the company's dependence on vendor cost concessions and multiple sourcing strategies to mitigate tariff impacts—if these measures fail or cannot be sustained, supply chain and margin pressures could intensify.
Metric | YoY Change | Reason |
---|---|---|
Gross Margin (Q1 2025) | +680 basis points (excl. adjustment); +290 bp benefit from adjustment | Improved merchandise margins (up 470 bp) and supply chain efficiencies (up 240 bp) drove a 680 bp gross margin improvement, with an additional 290 bp boost provided by a $49 million out‐of‐period freight expense adjustment correcting prior accrual errors. |
Operating Margin (Q1 2025) | 19.5% with adjustment; 16.6% without adjustment (370 bp higher YoY) | The operating margin improved by 370 basis points YoY due to cost efficiencies and the beneficial impact of the out‐of‐period adjustment, despite SG&A increases, leading to operating income gains from adjusted freight expense accruals. |
Earnings Per Share (EPS Q1 2025) | +$0.59 from adjustment | EPS benefited by $0.59 directly from the $49 million freight adjustment, reflecting the positive impact on earnings by correcting historical accruals and improving margin metrics. |
Net Revenues (Q1 2025) | -4.9% decline (from $1.755B to $1.66B) | Net revenues fell by 4.9% due to a decline in comparable brand revenue performance, with notable underperformance in key brands such as Pottery Barn and West Elm, despite improvements in other areas. |
SG&A Expenses (Q1 2025) | +310 basis points rise (reached 28.8% of revenues) | SG&A expenses increased mainly due to higher advertising expenditures and performance-based incentive compensation, which drove costs up by 310 basis points compared to the previous year. |
Net Revenues (Q1 2026) | +$69.8 million increase (up 4.2%) | Q1 2026 net revenues increased by $69.8 million (4.2% growth) driven by strong non-furniture sales, a turnaround in furniture sales (for the first time since Q4 2022), and effective collaborations boosting overall performance. |
Operating Margin & EPS (Q1 2026) | Operating margin at 16.8%; EPS at $1.85 (8.8% EPS growth YoY) | Operating results improved with an operating margin of 16.8% and an 8.8% increase in EPS (excluding prior out-of-period adjustments), supported by tighter SG&A control and improved cost management, even as the industry faced headwinds. |
Gross Margin (Q1 2026) | 360 basis points lower including prior adjustment; 60 bp lower excluding prior adjustment | The Q1 2026 gross margin of 44.3% was lower by 360 basis points relative to the previous year when accounting for a 300 bp prior out-of-period adjustment, or 60 bp lower when excluding that effect, mainly due to higher ocean freight and tariff mitigation costs. |
Supply Chain Efficiency (Q1 2026) | Saved 120 basis points | Supply chain improvements, including enhanced manufacturing, warehousing, and logistical processes, reduced costs by 120 basis points, partially offsetting increased input costs and supporting margin performance. |
Furniture Sales (Q1 2026) | Turned positive (first time since Q4 2022) | Improved consumer response and product assortment led to positive comparable growth for furniture sales in Q1 2026, marking a turnaround for a segment that had been under pressure in previous periods. |
Metric | Period | Previous Guidance | Current Guidance | Change |
---|---|---|---|---|
Comparable Brand Revenue Growth | FY 2025 | flat to positive 3% | 2% to 5% | raised |
Total Net Revenue Growth | FY 2025 | down 1.5% to positive 1.5% | 0.5% to 3.5% | raised |
Operating Margin | FY 2025 | 17.4% to 17.8% | 17.4% to 17.8% | no change |
Capital Expenditures | FY 2025 | $250 million to $275 million | $250 million to $275 million | no change |
Dividend | FY 2025 | $0.56 per share | $0.66 per share | raised |
Share Repurchase Authorization | FY 2025 | $1.1 billion | $900 million | lowered |
Interest Income | FY 2025 | no prior guidance | $30 million | no prior guidance |
Effective Tax Rate | FY 2025 | no prior guidance | 26.5% | no prior guidance |
Revenue Growth (Long-Term) | Long-Term | mid- to high single-digit growth | mid to high single-digit growth | no change |
Operating Margin (Long-Term) | Long-Term | mid to high teens | expected to remain in mid to high teens | no change |
Topic | Previous Mentions | Current Period | Trend |
---|---|---|---|
Tariff Mitigation | Across Q1, Q4 2025 and Q3 2025, the company consistently discussed a six‐point plan that included vendor cost concessions, re‐sourcing goods, targeted price increases, and expanding U.S. production as methods to offset tariff impacts. | In Q2 2026, management again stressed their six‐point mitigation strategy—with added emphasis on addressing higher tariff impacts (e.g., doubling incremental tariff rates) and maintaining strong vendor partnerships to protect gross margins. | There is a heightened emphasis on actively countering sharper tariff pressures with renewed focus on vendor collaboration and cost controls. |
Tariff Volatility | Previous discussions in Q3 and Q1 highlighted uncertainties and policy revisions – noting that unpredictable tariff changes required constant adaptation. | In Q2 2026, tariff volatility is underscored by the doubling of incremental tariffs (from 14% to 28%) with ongoing uncertainty about future levels, increasing pressure on margins. | Concerns over tariff volatility have grown, leading to more proactive mitigation measures to shield margin performance. |
Sourcing Strategy | Earlier periods emphasized diversification away from China, double and triple sourcing, and expansion of domestic manufacturing capabilities to reduce tariff risk. | Q2 2026 continues this focus by reaffirming flexibility in sourcing and expanding the “Made in USA” assortment alongside diversified supplier strategies to better manage costs. | The approach remains consistent, though there is a slight refinement toward further domestic expansion and enhanced flexibility in sourcing. |
Operational and Margin Performance Management | Q1, Q4 2025 and Q3 2025 discussions detailed improvements in gross and operating margins through supply chain efficiencies, cost control, and effective promotional management, with steady progress in operational metrics. | In Q2 2026, the narrative is bolstered by strong operational discipline, notable margin improvements (e.g., a 220 basis point increase in gross margin), and additional benefits from AI integration to drive efficiency. | Sentiment has become more positive, with stronger margin performance now accentuated by AI-driven efficiency alongside traditional cost controls. |
AI and Innovation Investments | Previously, Q1, Q3 and Q4 2025 discussed AI integration in personalized customer experiences, digital design enhancements, and backend operations to support product innovation and supply chain improvements. | In Q2 2026, there is an amplified focus on embedding AI end‐to‐end across customer service, supply chain management, and internal processes, with measurable benefits in conversion, cost savings, and productivity. | There is growing strategic emphasis and clear evidence of measurable benefits from AI investments, reinforcing innovation as a key competitive differentiator. |
Supply Chain Efficiency and Vendor Dependence | Earlier calls (Q1, Q3, Q4 2025) highlighted significant cost savings through improved manufacturing, reduced returns, and effective vendor cost concessions, all supported by a vertically integrated sourcing model. | In Q2 2026, the company reported record customer service metrics, integrated AI to further enhance forecasting and inventory accuracy, and continued strong vendor partnerships as central to their tariff mitigation efforts. | The focus remains on operational excellence with a slight shift toward AI-enabled optimization while maintaining robust vendor relationships. |
Pricing Strategy and Demand Elasticity | Across Q1, Q3, and Q4, the company maintained a consistent focus on full‐price selling, selective item-by-item price adjustments, and reduced promotional activity, noting that differentiated products were less price sensitive. | In Q2 2026, management reiterated a balanced pricing approach—ensuring customer value through strategic price testing and selective increases amid tariff pressures, while monitoring category-specific demand elasticity. | The disciplined pricing strategy persists with subtle refinements to address new cost pressures, maintaining a careful balance between price and value. |
B2B Expansion Opportunities | Q4 2025 and Q3 2025 discussions revealed record revenues and double-digit comp growth across trade and contract segments, underpinned by significant project wins in hospitality and commercial sectors. | In Q2 2026, the B2B segment is noted to have grown 10% with continued momentum globally, further validating the strategic positioning and long-term expansion potential of the segment. | The positive sentiment and robust growth in B2B remain consistent, reinforcing it as a major growth driver with steady expansion opportunities across regions. |
Consumer Demand Trends and Retail Footprint | Prior periods (Q1, Q3, Q4 2025) showed mixed trends with furniture comp improvements driven by new products and stronger non-furniture and seasonal performance; retail store optimization (remodels and relocations) also received strong mention. | In Q2 2026, consumer demand is strong—supported by innovation-led growth in furniture (despite macro challenges), improved in-store experiences, and enhanced retail initiatives (e.g., pickup near campus and new store openings) driving channel comps. | There is an overall improvement in consumer response and retail performance, with strategic store investments and innovative product offerings offsetting some furniture softness. |
Inventory Management Risks | Q1 2026 and earlier periods discussed proactive pull-forwards to mitigate tariff impacts and maintain in-stock levels, emphasizing that most products are non-seasonal, thus reducing markdown risk. | Q2 2026 does not explicitly address risks but notes that strategic pull-forward receipts and controlled inventory levels help position the company for sales growth, implicitly managing risk. | Proactive inventory management practices continue; no new risks have emerged, and strategic measures remain in place to mitigate potential tariff-related exposures. |
Macroeconomic and External Market Risks | Q1, Q3 and Q4 2025 consistently referred to uncertainties from a weak housing market, high interest rates, geopolitical tensions, and unpredictable tariff policies, with careful cost management strategies in place. | In Q2 2026, external risks—geopolitical uncertainty, high interest rates and ongoing tariff volatility—are still acknowledged, yet strong operational results and strategic initiatives help underscore resilience. | While external risks persist, the company’s resilience and strategic actions have maintained steady performance, demonstrating cautious optimism amid uncertainties. |
-
Tariff Margins
Q: How will tariffs impact Q3 margins?
A: Management explained that higher tariffs will gradually flow into COGS, putting pressure on gross margins in Q3; however, supply chain efficiencies and their mitigation plans are keeping operating margin guidance steady at 17.4–17.8%. -
Tariff Elasticity
Q: How are vendor partnerships easing tariff impacts?
A: They noted that strong vendor relationships help share the cost burden, so while tariffs are higher, careful vendor sharing ensures pricing remains competitive without derailing customer value. -
Comp Performance
Q: What drove the strong comp performance?
A: Management attributed the robust comps to consistent innovation across the portfolio, improved channel execution, and an increased focus on full-price selling, which together buffered market headwinds. -
Pricing Strategy
Q: What is the back‐half pricing plan?
A: They detailed a measured approach—using targeted price increases based on ongoing tests and innovation—that aims to balance margin improvement with competitive customer value. -
Industry Pricing
Q: How much of a price increase is seen industry-wide?
A: While acknowledging mixed pricing moves across the industry, management stressed that their selective price increases, especially on higher-ticket items, have contributed to margin expansion. -
Inflation Elasticity
Q: Did inflation cause any demand pull forward?
A: Management observed steady, consistent comps over recent quarters, suggesting that despite modest inflation, there was no significant pull forward in demand. -
Resourcing
Q: How is sourcing managed amid tariff changes?
A: They emphasized robust and diversified sourcing strategies with multiple suppliers both domestically and internationally, ensuring flexibility to continue delivering quality products. -
Same-Store Sales
Q: What’s the outlook for Q3 and the holiday season?
A: Optimism was noted as strong momentum in key brands, especially those with holiday appeal, supports expectations for continued same-store growth into the holiday season. -
Furniture Demand
Q: What are the consumer trends in furniture?
A: Management highlighted that ongoing product innovation and fresh assortments are resonating well with consumers, driving steady, positive furniture comps even in a soft housing market.
Research analysts covering WILLIAMS SONOMA.