Designed to feel like a lived-in home rather than a traditional showroom, the store has an assortment that spans furniture, lighting, textiles, rugs and décor. (Photo by Suzani Wall and Courtesy of Williams- Sonoma)
NEW YORK – GreenRow, a sustainably minded home brand owned by Williams-Sonoma, has just opened its first-ever brick-and-mortar store in the SoHo neighborhood of Manhattan.
The new flagship at 47 Howard Street brings GreenRow‘s sustainably crafted home furnishings into a physical experience. Designed to feel like a lived-in home rather than a traditional showroom, the store has an assortment that spans furniture, lighting, textiles, rugs and décor.
Launched in 2023, GreenRow is focused on thoughtfully designed home furnishings, Williams-Sonoma said. Every product in the GreenRow assortment prioritizes utilizing innovative, sustainable manufacturing practices with low-impact materials wherever possible and supports at least one of Williams-Sonoma, Inc.’s social or environmental initiatives, according to the company.
“GreenRow is a powerful example of the entrepreneurial spirit and passion for creativity that exists within our company,” said Williams-Sonoma, Inc. President and CEO Laura Alber. “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. We look forward to welcoming customers into our new store, and we are grateful to the team that created such an inviting and inspiring space.”
GreenRow is hosting a grand opening weekend today through Sunday, March 8, with a portion of sales benefiting the New York Botanical Garden.
“Our customers care deeply about how things are made and how they live in their homes,” said GreenRow Vice President, Jaimee Seabury. “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.”
