Williams-Sonoma Debuts New Private Brand With Focus on Sustainability
Home retail company Williams-Sonoma, Inc. is introducing a new private brand to its portfolio.
GreenRow offers customers living, bedroom and dining furniture as well as rugs, bedding, bath, baby, lighting, pillows, throws, curtains, table linens, dinnerware and decor. The initial assortment features an array of unique colors and patterns.
“GreenRow is focused on creating modern heirlooms by combining bright colors and thoughtful details into sustainable materials,” said Jaimee Seabury, VP of Strategy and Business Development at Williams-Sonoma, Inc. “In addition to designing into a timeless aesthetic, we also committed to utilizing sustainable manufacturing practices and teaching our customers how to care for our products in order to ensure their longevity."
Living up to its name, the company said that every product in the GreenRow collection will support at least one of Williams-Sonoma, Inc.’s social or environmental initiatives and prioritize utilizing innovative, sustainable manufacturing practices with low-impact materials wherever possible, such as responsibly-sourced linen, cotton, wood and recycled materials. Williams-Sonoma, Inc. partners with third-party organizations such as Textile Exchange’s Global Recycling Standard, Fair Trade USA and Nest’s Ethical Handcraft Program to certify its products.
“GreenRow showcases Williams-Sonoma, Inc.’s passion for innovation and our ability to create products that inspire our customers and our industry,” said Laura Alber, president and CEO of Williams-Sonoma, Inc. “By utilizing our in-house design capabilities, sourcing teams, vendor relationships, purchasing power and our world-class supply chain, we were able to develop a new brand that addresses white space within the aesthetic of our portfolio and embraces our unwavering commitment to sustainability.”
Williams-Sonoma, Inc.’s retail locations include Williams Sonoma, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Williams Sonoma Home, Rejuvenation and Mark and Graham.