Dive Brief:
- Williams-Sonoma Inc. has relaunched college decor company Dormify nearly a year after it acquired the IP, per a Monday press release.
- Dormify’s new website lets customers design their bed, build a product wish list, utilize curated checklists and get design and shopping guidance.
- While the brand is online-first, Dormify now allows shoppers to pick up orders near campuses utilizing Williams-Sonoma’s existing retail footprint of about 450 stores. Dormify was founded in 2011 by mother and daughter duo Karen and Amanda Zuckerman.
Dive Insight:
Dormify’s relaunch under the Williams-Sonoma brand portfolio has provided it the ability to scale quickly.
“What’s fundamentally different today is the strength of Williams-Sonoma, Inc. behind Dormify,” Jennifer Kellor, president of Pottery Barn Kids, Pottery Barn Teen, and Dormify, told Retail Dive in emailed comments. “We were intentional in launching a brand that is specifically designed to cater to the needs of dorm life. From an aesthetic standpoint, Dormify is casual, modern, and approachable. Paired with our operational scale, quality, functional design, and customer service, Dormify delivers a true end-to-end solution for dorm living.”
Williams-Sonoma operates the Williams Sonoma, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Williams Sonoma Home, Rejuvenation, Mark and Graham and GreenRow brands. With Dormify, the company now has a college-specific brand under its wing that’s focused entirely on the needs of dorm rooms and college campus living.
“Dormify is intentionally positioned as a distinct, lifestyle-driven brand within our portfolio, with a modern, yet casual aesthetic that is specifically tailored to dorm and small-space living,” Kellor said.
The launch comes after Williams-Sonoma in March reported Q4 net revenues dropped about 4.3% year over year to $2.4 billion, with the Williams Sonoma brand seeing the only increase in the portfolio. The company’s net earnings declined 10.4% to $368 million.
