San Francisco — Williams-Sonoma, Inc., the world’s largest digital-first, design-led and sustainable home retailer, has launched its 10th brand, Dormify. Designed to meet the evolving needs of students and young consumers navigating dormitories and compact living environments, Dormify offers a curated, modern assortment of stylish and highly functional home furnishings. Through the newly launched Dormify website, customers can engage with the brand’s inspirational content, design their dream bed, build a personalized wish list, access curated checklists and receive complimentary design and shopping guidance.
“Dormify represents a powerful opportunity to meet customers at an important life stage with a new brand that is both design-forward and highly functional,” says Laura Alber, president and CEO of Williams-Sonoma, Inc. “This brand positions us to capture greater market share in dorm living and creates an additional opportunity for our company to continue to build lasting relationships with the next generation of customers.”
“As experts in the dorm category, Dormify allows us to thoughtfully expand our reach and our ability to empower customers to create stylish spaces in rooms of any size,” says Jennifer Kellor, president of Pottery Barn Kids, Pottery Barn Teen and Dormify. “Every product is designed with intention — blending smart functionality with a fresh, trend-driven aesthetic that is both modern and comfortable.”
By leveraging the Williams-Sonoma, Inc. retail network of more than 450 stores, Dormify has also launched the Pick-Up Near Campus™ program, allowing students to place orders and conveniently pick them up at a WSI store location near campus on a preferred date. Customers who select Pick-Up Near Campus™ at checkout will be paired with a dedicated Dormify concierge to coordinate delivery and help avoid common issues associated with campus mailrooms, apartment buildings and shared-living locations.
Dormify, a member of the Williams-Sonoma, Inc. portfolio of brands, designs and curates stylish, space-saving solutions for small-space living. For more information, visit www.dormify.com.
Williams-Sonoma, Inc. is comprised of the following brands: Williams Sonoma, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Williams Sonoma Home, Rejuvenation, Mark and Graham, GreenRow and Dormify. These brands operate in the U.S., Puerto Rico, Canada, Australia and the United Kingdom, and have unaffiliated franchisees that operate stores in Mexico, South Korea, India and the Philippines.
SOURCE: Dormify