Dormify relaunches under Williams-Sonoma ownership

San Francisco – Williams-Sonoma Inc. today relaunched DTC operation Dormify as the company’s 10^th retail brand.

The home furnishings conglomerate acquired Dormify in May 2025 for an undisclosed sum. Through the newly launched Dormify website, customers can engage with the brand’s inspirational content, design their dream bed, build a personalized wish list, access curated checklists, and receive complimentary design and shopping guidance.

“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,” said Laura Alber, Williams-Sonoma Inc. president and CEO.

Dormify is also launching a new Pick-Up Near Campus program by leveraging Williams-Sonoma Inc.’s retail network of more than 450 stores. Customers who select Pick-Up Near Campus at checkout will be paired with a dedicated Dormify concierge to coordinate delivery and navigate common issues associated with campus mailrooms, apartment buildings, and shared-living locations.

Dormify’s product assortment includes:

• Bedding: Quilts, comforters, duvets, sheets, throws, duvet and pillow inserts, and mattress toppers
• Decorative bedding: Wedge pillows, bolsters, decorative pillows
• Washable rugs
• Bath: Towels, bath robes, bath wraps & shower caddies
• Headboards
• Seating: Storage ottomans, foldable storage chair, foldable storage bench, sleeper, lounge chair
• Storage carts
• Shelving, hutches, trunks, lighting, mirrors
• Beauty accessories: Vanity mirrors & beauty cubbies
• Closet and under-bed storage
• Laundry: Laundry backpacks & hampers

“Every product is designed with intention–blending smart functionality with a fresh, trend-driven aesthetic that is both modern and comfortable,” said Jennifer Kellor, president of Pottery Barn Kids, Pottery Barn Teen and Dormify.

The legacy Dormify business began in 2011 as an e-commerce platform created by mother and daughter pair Karen and Amanda Zuckerman. The company somethings engaged in physical retail partnerships with Macy’s and The Container Store during Back-to-Campus season but filed for Chapter 11 in November 2024 owing its unsecured creditors owed more than $4.6 million.