Williams-Sonoma expands to 10 brands with launch of Dormify
Williams-Sonoma Inc. has launched a college student-focused online retailer and content platform it acquired last year.
The home goods retailer is rolling out Dormify as its 10th brand. Initially purchased by Williams-Sonoma in May 2025, Dormify offers a curated assortment of "functional" home furnishings for college students and young adults living or moving into dormitories and compact spaces.
The new newly launched Dormify website, customers can engage with the brand’s content, design a bed, build a personalized wish list, gain access to curated checklists and receive complimentary design and shopping guidance.
Leveraging Williams-Sonoma's network of more than 450 stores, Dormify has also launched a program called Pick-Up Near Campus that allows students to place orders and pick them up at a Williams-Sonoma store location near campus on a preferred date. Customers who select this option at checkout will be paired with a dedicated Dormify concierge to coordinate delivery.
“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 Inc. president and CEO Laura Alber. “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.”
Williams-Sonoma Inc.'s Pottery Barn Teen subsidiary offers a similar service called Dorm Concierge. It's designed to assist customers shopping for dorm products make purchases and then pick them up at a store location near their college campus.
[READ MORE: Pottery Barn Teen launches personalized service for dorm shoppers]
In addition, select Pottery Barn and Pottery Barn Kids retail stores feature a curated “Dorm Shop.”
“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,” said 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.”
A number of retailers have partnered with Dormify over the years, including American Eagle (which led a $3.45 million investment round in Dormify in 2018), The Container Store and Office Depot.
Headquartered in San Francisco, Williams-Sonoma Inc. operates the Williams Sonoma, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Williams Sonoma Home, Rejuvenation, Mark and Graham and GreenRow banners via e-commerce, direct-mail catalogs and retail stores. Williams Sonoma operates in the U.S., Puerto Rico, Canada, Australia and the U.K. and has unaffiliated franchisees that operate stores in the Middle East, the Philippines, Mexico, South Korea and India.
