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.
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