From dormitory-focused brand launches to licensing expansions, bedding and home furnishings companies continued to lean into partnerships and strategic launches this month to reach new consumers.
Williams-Sonoma Inc. Relaunches Dormify
Perhaps the most recent notable launch in the bedding industry is Williams-Sonoma Inc.’s relaunch of Dormify, an e-commerce brand focused on furniture and decor for small spaces, mostly designed for dormitories.
Williams-Sonoma Inc. purchased the intellectual property of Dormify in May 2025, which was founded in 2011 by mother-daughter duo Karen and Amanda Zuckerman. After its acquisition, Williams-Sonoma Inc. paused operations temporarily while working on its relaunch.
The launch is a strategic move for Williams-Sonoma Inc. as it enters the lucrative dorm and apartment furnishings market for college students. In 2025, the National Retail Federation estimated that college students would spend $12.8 billion on dorm or apartment furnishings. Dormify offers bedding, mattress toppers, no-nails headboards and space-saving furniture designed for compact spaces.
“Dormify represents a powerful opportunity to meet customers at an important life stage with a new brand that is both design-forward and highly functional,” Laura Alber, president and CEO of Williams-Sonoma Inc., said in a news release. “This brand positions us to capture greater market share in dorm living and creates an additional opportunity for our company to continue to build lasting relationships with the next generation of customers.”
Dormify is now the 10th brand in the furniture and decor company’s portfolio.
Cosmopolitan UK Magazine Partners With Dreams
Dreams, the largest bed retailer and manufacturer in the United Kingdom, partnered with Cosmopolitan UK on a collection of bedding. The licensing partnership between Hearst UK and Dreams was announced at the end of April. Licensing deals in the bedding industry are not novel, but as I covered in my last retail roundup, they are certainly having a moment.
To me, this is an interesting partnership, as the multimedia brand and magazine typically focuses on fashion, beauty and celebrity news. But it also reflects the broader industry trend of lifestyle companies expanding into bedding, like Steton’s recent collaboration with bedding manufacturer HiEnd Accents.
“We’re proud to partner with Cosmopolitan UK on this new range of beds and sofa beds,” said Dan Parsons, chief commercial officer at Dreams, in a statement. “With Cosmopolitan’s authority in style and design, it’s a natural collaboration, enabling us to create an exclusive collection that’s as beautiful as it is effortlessly functional. Together, we’re making it easier for customers to create a home that feels stylish, practical and confident.”
The collection includes Dreams’ Quick Build bed, which, according to a news release, can be assembled by one person without tools in under two minutes, as well as versatile sofa beds. The collection ranges from $67 for a fabric sofa cover for the Quick Build bed to $866 for the Armagh three-seater corner pull-out sofa. This launch is targeted to a consumer who appreciates style and storage solutions while still being budget-conscious.
Ann Gish Expands Collaboration with the Metropolitan Museum of Art
In other licensing news, the Metropolitan Museum of Art has once again expanded its collaboration with Ann Gish & The Art of Home. The collaboration first debuted at the October 2021 High Point Market. Since its launch, it has grown to include more than 30 bedding suites, each of which is inspired by various pieces in The Met’s collection.
The newest collection, which debuted at the spring High Point Market, targets a more accessible price point under Gish’s Ready-to-Bed program, signaling that the collaboration is interested in targeting a different subset of consumers who are looking for quality design at a lower price point.
At market, three new comforter sets were unveiled: Sinan, based on an Iznik tile panel from Ottoman-era Turkey; Sensu, inspired by an Edo-period Japanese textile; and Medallion, inspired by an Ottoman carpet. All three comforter sets are made of 100% cotton with a 100% polyester fill and range in price from $363 to $380.
