Williams-Sonoma, the parent company of Pottery Barn, West Elm, and other banners, has acquired the intellectual property of college décor company Dormify for an undisclosed amount.
This deal will expand Williams-Sonoma’s customer reach, with the acquisition broadening its target audience to college-aged consumers.
Dormify was founded in 2011 and has collaborated with many successful retailers, including Macy’s in 2015 and American Eagle Outfitters in 2018.
Laura Alber, Williams-Sonoma’s president and CEO, said: “The acquisition of Dormify’s intellectual property aligns with our strategy to build and acquire brands that meet customers at every stage of life across various aesthetics.
We look forward to integrating our operational excellence, in-house design capabilities, digital expertise, and world-class customer service into Dormify to accelerate the brand’s growth and scale its reach.”
The acquisition comes on the heels of a successful performance from Williams-Sonoma in the first quarter of 2025, with net revenue rising by 4.2% to $1.73 billion. However, the company’s gross profit fell by 3.7%, and net earnings went down by 11%.
The company maintained a positive outlook amid the increasing economic uncertainty due to additional tariffs.
Alber commented on an earnings call in March: “We’ve been moving goods away from China. That’s not just an intention; that’s in progress and moving things to areas that are cheaper and un-tariffed and easier to do business in, including moving some things back to the United States, which is exciting for us.”
Moving forward, the company projects that the revenue for the full fiscal year will be between a 1.5% decrease and a 1.5% increase.
Meanwhile, other furniture retailers, such as Retailer At Home, are struggling to stay afloat amid changing trade laws, with inflation and rising costs also impacting businesses.
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