Meet GreenRow, Williams-Sonoma’s New Home Brand Focused on Sustainability

Calling all sustainability-minded shoppers! Williams-Sonoma, Inc. just launched GreenRow, a direct to customer home decor brand that focuses  on marrying sustainable materials and manufacturing techniques with a vibrant, vintage-inspired aesthetic. The first major new brand introduction in over ten years (since the launch of Mark & Graham back in 2012), GreenRow will cater to customers shopping for modern heirlooms that have a lower impact on the environment, including everything from responsibly-sourced fabrics and woods to recycled materials and eco-friendly dyes, and beyond.

You can expect to find products across all categories of the home, from upholstered furniture to linens that touch the bedroom, bathroom, living room, and tabletop — including duvets, quilts, sheets, pillows, curtains, napkins, and more. Starting today, you’ll also be able to shop for lighting and decor as well as dinnerware and offerings for babies, including cribs and bedding. Everything has a handcrafted feel, and some of the products are one-of-a-kind, too.

I got an in-person sneak peek of GreenRow a few weeks ago, and I can tell you that the textiles, in particular, are a standout. Think super-soft bedding as well as towels and tablecloths with sweet, special detailing that make them look and feel bespoke. Some of the lace-trimmed napkins could pass for vintage pieces you’d find digging through bins of treasures at Brimfield or Round Top, two of the country’s biggest outdoor antique markets. The woven flatweave rugs were also beautiful, and I loved the thoughtfulness towards longevity that went into development of the products for the brand, an effort that was spearheaded by Jaimee Seabury, Williams-Sonoma, Inc.’s Vice President of Strategy and Business Development. For example, GreenRow will carry slipcovers aimed at extending the life cycle of a sofa as well as sofa arm covers, a genius way to protect those spots that see the most everyday use from wear and tear.

Every GreenRow product will support at least one of Williams-Sonoma, Inc.’s social or environmental initiatives. The brand has also received third-party certifications from organizations like Textile Exchange’s Global Recycling Standard, Fair Trade USA, and Nest’s Ethical Handcraft Program. Everything is shoppable right now, and you can expect more GreenRow items to roll out seasonally like with other Williams-Sonoma brands.