by The retailer’s 10th brand addresses dormitories and compact living environments
SAN FRANCISCO — Williams-Sonoma recently announced the launch of its 10th brand, Dormify. According to the company, Dormify is designed to meet the evolving needs of students and young consumers navigating dormitories and small living spaces. Dormify was originally founded in 2011 by a mother and daughter, Karen and Amanda Zuckerman, with a focus on college dorm room furniture and decor. In May 2025, Williams-Sonoma Inc. acquired Dormify’s intellectual property and announced the brand would relaunch in 2026.
The relaunch comes as demand for dorm and small-space furnishings continues to grow. In 2025, the National Retail Federation estimated that college students would spend $12.8 billion on dorm or apartment furnishings, more than they would spend on food ($9.4 billion). The launch is a lucrative move for Williams-Sonoma Inc., but it is also a strategic one. By building brand loyalty with even younger consumers, the company could potentially create lifelong customers who graduate to other brands within its portfolio.
“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,” Laura Alber, president and chief executive officer of Williams-Sonoma Inc., said in a statement. “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.”
On its website, Dormify offers no-nails headboards, storage furniture, bedding and other decor. The new Dormify website offers a variety of ways for consumers to engage with the brand, including a Build Your Bed tool, an “Ultimate Dorm Checklist,” a dorm wish list, and original articles with design tips and tricks. Most notably, Dormify is leveraging the Williams-Sonoma retail network of more than 450 stores for its Pick-Up Near Campus program. Through the program, students can place orders and schedule a pickup on their preferred date at a store near them.
As an added layer of customer service, those who select pick up near campus at checkout will be automatically paired with a Dormify concierge who will help coordinate delivery and navigate tricky mailing situations such as apartment buildings and campus mail rooms.
“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.”
