GreenRow, the sustainability-focused brand from homeware retailer Williams-Sonoma, has opened its first physical store in New York, in the city’s hip SoHo district.
The store is designed to resemble a lived-in home rather than a traditional showroom, which Greenrow VP Jaimee Seabury said helps customers better experience the brand’s design approach and materials.
“Our customers care deeply about how things are made and how they live in their homes,” he remarked.
Customers can explore the brand’s range of furniture, lighting, textiles, rugs, and decor, alongside a curated selection of original artwork, vintage items, and found pieces available for purchase.
The store’s assortment of furniture is made from FSC-certified solid wood, upholstery, and products crafted from responsibly sourced linen, cotton, wood, and recycled materials.
“The new store creates the opportunity for us to showcase our assortment and tell the stories behind each product in a more tactile, immersive way, allowing customers to experience the craftsmanship behind each piece,” added Seabury.
