Williams-Sonoma CEO sells 35,000 company shares
Laura Alber, President & CEO of Williams-Sonoma, reported sales of 35,000 shares of common stock on July 15, 2026, in multiple transactions at weighted-average prices ranging from $218.47 to $222.95 per share.
Accepted by SEC EDGAR
Learn about SEC filing dates
Sentiment and the balance of points
Rhea-AI Sentiment reads the wording of the document, how positive or negative its language is on a 1 to 5 scale. The balance of points shown with the takes weighs what the document actually discloses, so the two can disagree, for example when a trial that missed its main goal is described in upbeat language.
Form Type
4
Rhea-AI Filing Summary
Laura Alber, President & CEO of Williams-Sonoma, reported sales of 35,000 shares of common stock on July 15, 2026, in multiple transactions at weighted-average prices ranging from $218.47 to $222.95 per share. These sales were made under a Rule 10b5-1 trading plan adopted on October 2, 2025. She also reports indirect ownership of 33,877 shares through the Williams-Sonoma, Inc. Stock Fund in the company 401(k) Plan.
Insider Trade Summary 10b5-1
Net Seller: 35,000 shares
Net Sell
5 txns
Insider
ALBER LAURA
Role
PRESIDENT & CEO
Sold
35,000 shs ($7.75M)
Share of Position Sold
3.8%
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Common Stock F1, F2 | 1,000 | $219.10 | $219K |
| Sale | Common Stock F1, F3 | 8,553 | $220.02 | $1.88M |
| Sale | Common Stock F1, F4 | 5,190 | $220.92 | $1.15M |
| Sale | Common Stock F1, F5 | 16,894 | $222.05 | $3.75M |
| Sale | Common Stock F1, F6 | 3,363 | $222.74 | $749K |
| Holding | Common Stock F7 | -- | -- | -- |
Holdings After Transaction:
Common Stock — 888,524 shares (Direct);
Common Stock — 33,877 shares (Indirect, By Managed Account)
Holdings Before and After:
Common Stock, 923,524 to 888,524 shares (Direct)
Footnotes (7)
- F1. Sale of shares pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on October 2, 2025.
- F2. Reflects the weighted average price as the shares were sold in multiple transactions. The per share transaction price ranged from $218.47 to $219.42. The reporting person undertakes to provide upon request by the U.S. Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
- F3. Reflects the weighted average price as the shares were sold in multiple transactions. The per share transaction price ranged from $219.51 to $220.49. The reporting person undertakes to provide upon request by the U.S. Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
- F4. Reflects the weighted average price as the shares were sold in multiple transactions. The per share transaction price ranged from $220.50 to $221.49. The reporting person undertakes to provide upon request by the U.S. Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
- F5. Reflects the weighted average price as the shares were sold in multiple transactions. The per share transaction price ranged from $221.53 to $222.51. The reporting person undertakes to provide upon request by the U.S. Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
- F6. Reflects the weighted average price as the shares were sold in multiple transactions. The per share transaction price ranged from $222.53 to $222.95. The reporting person undertakes to provide upon request by the U.S. Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
- F7. Represents the number of shares held by the reporting person in the Williams-Sonoma, Inc. Stock Fund under the Williams-Sonoma, Inc. 401(k) Plan, based on a statement dated July 15, 2026.
Key Figures
Shares sold: 35,000 shares
Sale tranche 1 price range: $218.47–$219.42 per share
Sale tranche 2 price range: $219.51–$220.49 per share
+3 more
6 metrics
Shares sold
35,000 shares
Aggregate common stock sales on July 15, 2026
Sale tranche 1 price range
$218.47–$219.42 per share
Weighted-average price range for one group of sales
Sale tranche 2 price range
$219.51–$220.49 per share
Weighted-average price range for another sale group
Highest reported price range
$222.53–$222.95 per share
Weighted-average price range for the highest-priced sale tranche
Indirect 401(k) holdings
33,877 shares
Williams-Sonoma Stock Fund under 401(k) Plan as of July 15, 2026
Rule 10b5-1 plan adoption date
October 2, 2025
Adoption date of trading plan governing the reported sales
Key Terms
Rule 10b5-1 trading plan, weighted average price, Williams-Sonoma, Inc. Stock Fund, 401(k) Plan
4 terms
Rule 10b5-1 trading plan regulatory
"Sale of shares pursuant to a Rule 10b5-1 trading plan adopted by the reporting person"
A Rule 10b5-1 trading plan is a pre-arranged schedule that allows company insiders to buy or sell stock at specific times, even if they have inside information. It helps prevent accusations of unfair trading by making these transactions look planned and transparent, rather than sneaky or illegal.
weighted average price financial
"Reflects the weighted average price as the shares were sold in multiple transactions"
Weighted average price is the average price of a security where each trade or component is counted according to its size, so bigger trades pull the average more than smaller ones. Think of it like calculating the average cost of a grocery haul where items you bought more of have greater influence on the final per-item cost. Investors use it to understand the true average price paid or received, judge execution quality, and compare trading performance against market movement.
Williams-Sonoma, Inc. Stock Fund financial
"Represents the number of shares held by the reporting person in the Williams-Sonoma, Inc. Stock Fund"
401(k) Plan financial
"under the Williams-Sonoma, Inc. 401(k) Plan, based on a statement dated July 15, 2026"
A 401(k) plan is a workplace retirement account that lets employees set aside part of their pay into a tax-advantaged savings pot, often with employers adding matching contributions — like a workplace piggy bank for future income. It matters to investors because the amount people save and how employers fund these plans influence consumer spending, corporate payroll costs and the flow of money into financial markets, which can affect stock prices and company valuations.
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
What insider activity did Williams-Sonoma (WSM) CEO Laura Alber report?
Laura Alber reported selling 35,000 shares of Williams-Sonoma common stock on July 15, 2026. The sales occurred in multiple transactions and were executed under a Rule 10b5-1 trading plan that she adopted on October 2, 2025.
Were Laura Alber’s WSM stock sales made under a Rule 10b5-1 plan?
Yes. The filing states the sales were made pursuant to a Rule 10b5-1 trading plan adopted by Laura Alber on October 2, 2025, indicating the transactions followed a pre-established trading schedule.
What indirect Williams-Sonoma (WSM) holdings does Laura Alber report?
Laura Alber reports indirect ownership of 33,877 shares held in the Williams-Sonoma, Inc. Stock Fund under the company’s 401(k) Plan, based on a plan statement dated July 15, 2026, in addition to her separate direct holdings.
How are the sale prices for Laura Alber’s WSM transactions described?
Each sale is reported with a weighted-average price, and footnotes provide the specific price ranges for each transaction, such as $218.47–$219.42 and up to $222.53–$222.95, with an undertaking to supply full price breakdowns upon request.
AI-generated analysis. How Rhea-AI works. Not financial advice.
