GreenRow has opened its first brick-and-mortar location, at 47 Howard Street in NYC’s SoHo neighborhood. The Williams-Sonoma Inc. portfolio brand, which launched in 2023, features furniture and décor that prioritizes using innovative, sustainable manufacturing practices with low-impact materials wherever possible, with each item in the assortment supporting at least one of Williams-Sonoma’s social or environmental initiatives.
The first-ever GreenRow store has been designed to feel like a lived-in home rather than a traditional showroom, inviting customers to slow down and explore the brand’s products, which are designed to last, age beautifully and minimize environmental impact. Materials used include responsibly sourced linen, cotton, FSC (Forest Stewardship Council)-certified wood and recycled materials, and several pieces in the GreenRow assortment are one-of-a-kind or limited edition items.
“Our customers care deeply about how things are made and how they live in their homes,” said Jamiee Seabury, VP at GreenRow in a statement. “The new store creates the opportunity for us to showcase our assortment and tell the stories behind each GreenRow product in a more tactile, immersive way — allowing customers to experience the craftsmanship behind each piece.”
“The new SoHo store embodies the exuberance of GreenRow’s unique style and embraces the brand’s mix of colorful details paired with traditional design elements,” said Laura Alber, President and CEO of Williams-Sonoma Inc. in a statement. “GreenRow is a powerful example of the entrepreneurial spirit and passion for creativity that exists within our company.”
