Identifying Williams-Sonoma's X Factor

1. Product: Williams-Sonoma creates, designs and manufactures about 85 percent of the products it sells, Connolly said. The company has created a global supply chain, importing merchandise from around the world, particularly Asia. In addition, Williams-Sonoma has three manufacturing facilities in the United States — one each in North Carolina, Texas and California. We have control over our product, said Connolly. This has helped Williams-Sonoma to build its most valuable asset, its brand.