Williams-Sonoma has launched a new brand in the company’s portfolio, GreenRow, focused on using sustainable materials and manufacturing practices to create colorful, vintage-inspired heirloom-quality products, the company announced.
Williams-Sonoma vp of strategy and business development Jaimee Seabury and the GreenRow team worked in collaboration with craftspeople in the United States and globally to design and develop products for the new brand, the company maintained.
Every product in the GreenRow assortment will support at least one of Williams-Sonoma’s social or environmental initiatives, Williams-Sonoma pointed out, and prioritize using innovative, sustainable manufacturing practices with low-impact materials wherever possible, including responsibly sourced linen, cotton, wood and recycled materials. The handmade, artisanal craftsmanship of select products in the assortment along with the uniqueness of the materials used make several pieces in the debut collection one-of-a-kind or limited edition.
In addition, GreenRow aligns with Williams-Sonoma best practices across its banners by partnering with third-party organizations that certify products against industry-leading standards such as Textile Exchange’s Global Recycling Standard, Fair Trade USA and Nest’s Ethical Handcraft Program. Taken together, those best practices promote more sustainable production and worker well-being throughout the supply chain. Customers who purchase a solid wood furniture product from GreenRow prompt Williams-Sonoma to plant a tree as part of an ongoing program.
“GreenRow is focused on creating modern heirlooms by combining bright colors and thoughtful details into sustainable materials,” Seabury said. “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.”
Laura Alber, Williams-Sonoma president and CEO, added, “GreenRow showcases Williams-Sonoma, Inc.’s passion for innovation and our ability to create products that inspire our customers and our industry. 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.”
