Williams-Sonoma to relaunch Dormify, targeting Gen Z dorm market growth

Williams-Sonoma plans to relaunch Dormify, its online dorm furnishings brand, ahead of the back-to-college season to capture a share of the $13 billion US dorm market. Acquired in 2025 after Dormify's bankruptcy, the brand's refreshed product lineup aims to engage younger consumers and provide Williams-Sonoma with valuable customer data. Analysts see this move as a strategic step to build long-term growth by connecting with college students early and potentially transitioning them to other Williams-Sonoma brands as their housing needs evolve. Jefferies maintains a 'Buy' rating with a $227 price target, expecting about 12% upside.