The Williams-Sonoma GreenRow banner has opened its first brick-and-mortar store, in New York City’s SoHo neighborhood.
The new flagship store marks a major milestone for the GreenRow nameplate, Williams-Sonoma stated, taking the brand’s mission-driven approach to thoughtfully designed and responsibly crafted home furnishings into physical retail.
Located at 47 Howard Street, the new GreenRow SoHo store was designed to feel like a lived-in home rather than a traditional showroom, inviting customers to slow down, explore and experience GreenRow’s commitment to quality, sustainability and timeless design, the company noted. The store showcases GreenRow’s focus on heirloom-quality furnishings by showcasing products that are designed to last, age beautifully and minimize environmental impact, the company added.
Launched by Williams-Sonoma in 2023, GreenRow offers products that prioritizes innovative, sustainable manufacturing practices with low-impact materials wherever possible and supports at least one of the company’s social or environmental initiatives.
“GreenRow is a powerful example of the entrepreneurial spirit and passion for creativity that exists within our company,” said Williams-Sonoma President and CEO Laura Alber. “The new SoHo store embodies the exuberance of GreenRow’s unique style and embraces the brand’s mix of colorful details paired with traditional design elements. We look forward to welcoming customers into our new store, and we are grateful to the team that created such an inviting and inspiring space.”
