Williams-Sonoma, Inc. has announced the acquisition of Dormify, a digital-first retailer specializing in bedding, décor, and storage solutions tailored for students and young adults living in small spaces. The deal involves Dormify's intellectual property and aligns with Williams-Sonoma's broader strategy to grow a portfolio of brands that serve diverse customer lifestyles and aesthetics.
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CEO Laura Alber emphasized plans to leverage the company's design capabilities, digital expertise, and renowned customer service to fuel Dormify's growth. Founded in 2011 by mother-daughter duo Karen and Amanda Zuckerman, Dormify started as a college lifestyle blog before evolving into a popular e-commerce brand. Its success was driven by strategic collaborations with major retailers like The Container Store, Macy's, Office Depot, and American Eagle — the latter leading a $3.45 million Series A investment in 2018. With this acquisition, Williams-Sonoma aims to strengthen its connection with Gen Z consumers and the small-space living market.
Source: The Street