Williams-Sonoma unveils first store for its GreenRow brand
A sustainable home furnishings brand that William-Sonoma launched in 2023 has made its brick-and-mortar debut.
GreenRow has opened its first physical store, in New York City’s SoHo neighborhood. The company says the flagship marks a major milestone for the brand, taking its “mission-driven approach” to home furnishings into a physical retail experience.
The SoHo store is designed to feel like a lived-in home rather than a traditional showroom, highlighting its “dedication to creating heirloom quality furniture and textiles.” It features the brand's full assortment of furniture, lighting, textiles, rugs and décor, alongside a curated selection of original art, one-of-a-kind vintage and found pieces available for purchase.
“GreenRow is a powerful example of the entrepreneurial spirit and passion for creativity that exists within our company,” said Williams-Sonoma, Inc. 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.”
Every product in the GreenRow assortment prioritizes utilizing innovative, sustainable manufacturing practices with low-impact materials wherever possible, supporting at least one of Williams-Sonoma, Inc.’s social or environmental initiatives.
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To celebrate the new store opening, GreenRow will host a grand opening weekend Friday, March 6 through Sunday, March 8.
“Our customers care deeply about how things are made and how they live in their homes,” said GreenRow VP Jaimee Seabury. “The new store creates the opportunity for us to showcase our assortment and tell the stories behind each GreenRow product in a more tactile, immersive way – allowing customers to experience the craftsmanship behind each piece.”
Headquartered in San Francisco, Williams-Sonoma Inc.’s brands include GreenRow, Williams Sonoma, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Williams Sonoma Home, Rejuvenation and Mark and Graham.
