Dormify pops up well before back-to-school season
Dormify, the college and dorm supplies e-retailer, is opening three pop-ups, or “Style Studios,” in New York City, Chicago and the Washington, DC. between May 1 and May 15, well ahead of the back-to-school season.
At each location, customers can set an appointment with one of Dormify’s stylists, college students and recent grads schooled in dorm-room décor.
“On the day of your appointment, get one-on-one attention and talk small space décor,” Dormify says on its website. “Your stylist will show you pieces and collections that work with your style and answer any questions you have about designing your dorm/bedroom.”
Customers can order items at the pop-up for delivery, and if they like delay shipment to time out with their arrival on campus. Dormify’s Style Advisors are also available online for advice or through in-person appointment through its Fifth Avenue offices in New York City.
While attending college, Amanda Zuckerman and her mom founded Dormify in 2011 as a content-only blog. The two had grown frustrated heading to an “endless amount of stores” to find fashionable dorm décor and “found themselves wishing there was just one place that had it all,” according to its website. An online store was launched in 2013.
Dormify’s direct competitors include Roomify, which promises “all-in-one” boxes for outfitting dorm rooms at savings versus the big-box retailers. Dorm Décor and Dorm Co. are also active in the space.
According to the National Retail Federation’s “2017 Back-To-College Survey,” college students and their families were expected to spend a record $969.88 million during last year’s back-to-school selling season — including $105.58 on dorm/apartment furnishings.
Bed Bath & Beyond, PBTeen, Wayfair, Home Goods (owned by TJX) and The Company Store (owned by Home Depot) also target the dorm décor space. The bigger discounters and department stores have ramped up their home essentials pushes in recent years. Last year, for instance, J.C. Penney opened “dorm shops” in 500 stores featuring a selection of bedding, bath and décor products while broadening its related assortments to include microwaves, compact refrigerators, portable air conditioning units and Packard Bell laptops.
- Dormify Visit Our Showroom – Dormify
- E-retailer Dormify launches pop-up shops for the back-to-school shopping season – Digital Commerce 360
- Dormify plots pop-ups ahead of back-to-school season – Retail Dive
- These 8 stores are the best places to go dorm room shopping – This Is Insider
- 4 Stores to Make Your Dorm Room Feel Like Home – Area Trend
- 2017 back-to-college spending projected to hit an all-time high – USA Today
- Have a Kid Heading Back to College? You’ll Want to Read This First – Target
- New JCPenney Dorm Shops Prepare Students For Campus Life – J.C. Penney
- Back-To-School And Back-To-College Spending To Reach $83.6 Billion – National Retail Federation
DISCUSSION QUESTIONS: What are the major pain points college students and their parents face in shopping for dorm room essentials? Do you see high demand for the expert advice Dormify can provide or are mainstream retailers filling much of the needs of students?