What You Need to Know
Williams-Sonoma launched Dormify on April 27, making it the company’s tenth brand. The brand targets students and young consumers living in dorms and small spaces, offering stylish and functional home furnishings. On the Dormify website, you can design your dream bed setup, build a wish list, access curated checklists and get free design and shopping guidance.
Dormify also launched a Pick-Up Near Campus program that lets students order online and pick up at a nearby Williams-Sonoma store on a preferred date. Each order through the program comes with a dedicated Dormify concierge to help coordinate delivery and avoid common issues with campus mailrooms and shared-living locations. CEO Laura Alber said the brand gives Williams-Sonoma a chance to connect with younger customers at an important life stage, with plans to grow and scale the brand over time.
