When I worked in higher ed, I learned quite a few things myself. Or rather, I had to relearn some things that had evolved since I was a student.
For example, we weren’t supposed to call the newest students “freshmen.” They were first-year students now. And there were always the gentle reminders that it wasn’t a dorm, it was a residence hall.
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That last one was more than just potayto, potahto. It was about the experience. A dorm was just for sleeping, but a residence hall was about building community and offering students the chance to learn and grow with their peers outside of the classroom.
Related: Another popular furniture company files for Chapter 11 bankruptcy
Retailers hawking back-to-campus products would appear to have not gotten the memo about dorms now being called residence halls, though. And to be fair, things like compact storage solutions and cute bedding and decor are all about making the actual dorm room experience more comfortable.
While the retail world’s choice of words might not always align with what’s preferred on campus, one retailer has shown that it has a finger on the pulse of what college students need.
Williams-Sonoma expands customer base with acquisition of Dormify
Williams-Sonoma expands its reach to Gen Z with its acquisition of Dormify.
Shutterstock
Williams-Sonoma (WSM) has announced the acquisition of Dormify, a retailer specializing in bedding, decor, and storage solutions tailored to the needs of college students and other young adults living in tight quarters.
“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,” said Williams-Sonoma, Inc. President and CEO Laura Alber in a statement. “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.”
Dormify was founded in 2011 by mother-daughter duo Karen and Amanda Zuckerman. It started as a campus lifestyle blog focused on furniture and decor for college dorms and eventually launched a line of related products.
The online company grew through partnerships with major retailers, including The Container Store, Macy’s, Office Depot, and American Eagle. American Eagle even led a $3.45 million Series A investment in 2018, per Retail Dive.
Still, Dormify declared Chapter 11 in November 2024. And Williams-Sonoma spotted a greater opportunity to reach the Gen Z market.
Giving it more of the old college try
The Education Data Initiative reports that there will be 19.57 million undergraduate students enrolled this fall, up from 19.28 million last fall. While not all of them will be living on campus, it’s still a sizeable market to tap into.
Acquiring Dormify isn’t the only indication of the Williams-Sonoma family of brands’ attempt to capture more Gen Z customers, who are still years away from buying a set of Le Creuset cookware.
Pottery Barn Teen also recently introduced Dorm Concierge, a new service for customers to pick up dorm product purchases near their campus or at any of the 450 participating locations, including Williams Sonoma and West Elm stores. This summer, select Pottery Barn and Pottery Barn Kids stores will house a “Dorm Shop” to send students off to campus in stylish comfort.
Related: Sephora unveils new brand partnership Gen Z will love
But even though there’s a fresh set of incoming students every year, they will soon age out of that customer demographic. In 2024, Amanda Zuckerman told Entrepreneur, “It’s hard because we have a new customer every single year. So it’s not just about acquiring them and continuing to nurture that customer. It’s acquiring a new customer every single year.”
Of course, by nurturing this fresh batch of consumers every summer, Williams-Sonoma is hoping that they will eventually graduate into its other brands.
More retail:
Nike turns to unexpected brand in desperate bid to win back Gen ZAfter bankruptcy, closed clothing chain hints at comebackT-Mobile makes unexpected move to lure customers from competitors
Dormify’s current home page announces: “We appreciate your patience while we work on a new assortment and site experience designed to inspire your next dorm room. In the meantime, check out Pottery Barn Dorm for our latest collection of bedding and decor.” The FAQ page states that Williams-Sonoma cannot offer support for past Dormify orders, and gift cards and rewards are invalid.
Williams-Sonoma plans to relaunch Dormify in 2026. No word yet on whether there are plans to change the name to Residentialhallify.
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