The sustainable home furnishings brand, GreenRow, that Williams-Sonoma launched in 2023 has made its brick-and-mortar debut.
GreenRow has opened its first physical store, in New York City’s SoHo neighbourhood. The company says the flagship marks a major milestone for the brand, taking its “mission-driven approach” to home furnishings into a physical retail experience.
The SoHo store is designed to feel like a lived-in home rather than a traditional showroom, highlighting its “dedication to creating heirloom quality furniture and textiles”. It features the brand’s full assortment of furniture, lighting, textiles, rugs and décor, alongside a curated selection of original art, one-of-a-kind vintage and found pieces available for purchase.
“GreenRow is a powerful example of the entrepreneurial spirit and passion for creativity that exists within our company,” said Williams-Sonoma, Inc. President and CEO Laura Alber. “The new SoHo store embodies the exuberance of GreenRow’s unique style and embraces the brand’s mix of colourful details paired with traditional design elements. We look forward to welcoming customers into our new store and we are grateful to the team that created such an inviting and inspiring space.”
Every product in the GreenRow assortment prioritises utilising innovative, sustainable manufacturing practices with low-impact materials wherever possible, supporting at least one of Williams-Sonoma, Inc.’s social or environmental initiatives.
