Williams-Sonoma eyes Gen Z growth with Dormify relaunch, says Jefferies

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Jefferies analysts are bullish on Williams-Sonoma (WSM) due to the impending relaunch of its Dormify brand, which is expected to strengthen the retailer’s appeal to younger consumers and drive long-term growth. The online dorm furnishings brand, acquired by Williams-Sonoma last year, is set to relaunch this week with a refreshed product assortment, timed for the back-to-college shopping season in the estimated $13 billion US dorm furnishings market. Jefferies believes Dormify will serve as a valuable entry point to engage Gen Z consumers and “graduate” them to other Williams-Sonoma brands as their housing needs evolve.

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