Williams-Sonoma, Inc. has just unveiled GreenRow, a new direct-to-customer home decor brand dedicated to sustainability. With a focus on blending sustainable materials and manufacturing techniques with a vibrant, vintage-inspired aesthetic, GreenRow marks the first major brand launch from Williams-Sonoma in over a decade, since the introduction of Mark & Graham in 2012.
A Commitment to Sustainability
GreenRow is designed to cater to environmentally conscious shoppers seeking modern heirlooms with a reduced impact on the planet. The brand offers a wide range of products spanning all areas of the home, from upholstered furniture to bedroom linens, bathroom essentials, living room decor, and tabletop items. Its offerings include responsibly sourced fabrics and woods, recycled materials, eco-friendly dyes, and more.
Thoughtful Craftsmanship and Detailing
One of the standout features of GreenRow is its attention to detail and craftsmanship. During an exclusive preview, the textiles, in particular, were highlighted for their exceptional quality and special detailing. From super-soft bedding to towels and tablecloths adorned with intricate lace trims, each product exudes a bespoke charm. The brand’s woven flatweave rugs also impressed with their beauty and durability.
Longevity and Sustainability
GreenRow emphasizes longevity and sustainability in its product development process. Spearheaded by Jaimee Seabury, Williams-Sonoma, Inc.’s Vice President of Strategy and Business Development, the brand offers practical solutions aimed at extending the lifespan of home furnishings. For instance, GreenRow will feature slipcovers designed to prolong the life of sofas and sofa arm covers to protect high-traffic areas from everyday wear and tear.
Social and Environmental Initiatives
In addition to its sustainable practices, GreenRow is committed to supporting social and environmental causes. Every product from the brand contributes to Williams-Sonoma, Inc.’s initiatives, and GreenRow has obtained third-party certifications from organizations such as Textile Exchange’s Global Recycling Standard, Fair Trade USA, and Nest’s Ethical Handcraft Program.
Shop GreenRow Today
GreenRow’s product lineup is available for purchase now, with more items set to be introduced seasonally. Whether you’re in search of eco-friendly linens, sustainable furniture, or thoughtful home decor, GreenRow offers a stylish and environmentally conscious solution for every room in your home.
