Williams-Sonoma is launching Dormify as its 10th banner after acquiring the brand’s intellectual property out of bankruptcy.
Dormify, created to meet the evolving needs of young people living in tight spaces, will offer a curated, modern assortment of stylish, highly functional home furnishings as the newest brand in the Williams-Sonoma retail portfolio, the company announced. Through a newly launched website, consumers can engage with Dormify content, design their dream beds, build personalized wish lists, access curated checklists, and receive complimentary design and shopping guidance, Williams-Sonoma noted.
In leveraging the Williams-Sonoma retail network of more than 450 stores, Dormify has launched its own Pick-Up Near Campus program. Through it, students and their parents can place orders and conveniently pick them up at a Williams-Sonoma portfolio store near campus on a preferred date, including the namesake store and Pottery Barn. For orders shipped, consumers who select Pick-Up Near Campus can work with a dedicated Dormify concierge to coordinate deliveries who can help them avoid common issues associated with campus mailrooms, apartment buildings and shared-living locations.
Williams-Sonoma stated that its Dormify launch underscores the company’s continued investment in portfolio expansion and its strategy to reach new customer segments through differentiated, lifestyle-driven brands. Dormify will help Williams-Sonoma capture more of the underpenetrated dorm and small-space-living market than it already does through banners, including Pottery Barn Teen. To that end, Dormify will introduce a fresh, accessible design perspective while upholding the quality standards and customer service offerings that define Williams-Sonoma brands, the company stated.
“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,” said Williams-Sonoma president and CEO Laura Alber in announcing the banner launch. “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.
