While you may think of Williams-Sonoma as a place to buy nice cookware and coffee machines, the brand also serves as the parent company to a number of our favorite furniture brands, including Pottery Barn, Rejuvenation and West Elm. This week, Williams-Sonoma added a new name to the mix with GreenRow — an in-house developed furniture brand that’s all about sustainability.
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What is GreenRow?
GreenRow is an entirely new brand from Williams-Sonoma that has a few distinctive features that set it apart from its sister companies. Whereas West Elm specializes in modern designs, Pottery Barn excels at traditional furnishings and Rejuvenation is mainly focused on lighting, GreenRow uses sustainable materials and manufacturing processes to create colorful vintage-inspired designs. The collection is fairly sparse to start but covers a wide range, with sofas, chairs, dining sets, coffee tables, linens, rugs, lights, towels, dressers and dinnerware all on offer.
GreenRow’s style is definitely a little out there. Think bold and brightly-patterned rugs, pillows and lamp shades with a rustic twist, traditional fluffy sofas ensconced in velvet and ornate Victorian chairs painted in unexpected shades. If I had to come up with a word to describe the collection, it would be “eccentric.” It fits with the maximalist style that has allegedly taken hold over Gen Z, but with an aesthetic that’s decidedly more 1880s than 1980s, giving GreenRow a unique position in the crowded online furniture marketplace.
