Dormify Was Built in a Dorm Room. Here’s Why Williams-Sonoma Just Bought It.

Before Dormify was a brand, it was a frustration. Amanda Zuckerman was preparing to leave for college when she and her mom, Karen, found themselves wandering the aisles of Bed Bath & Beyond asking the same question thousands of young women ask every fall: Why is dorm decor either painfully boring or painfully overpriced?

There were no stylish, affordable options. No clear brand for the “first home away from home” moment. So they did what many Entreprenistas do when they see a gap in the market. They filled it. 

Dormify didn’t just sell bedding. It built a category. Dormify scaled the way many great brands do: quietly, and with grit. It didn’t go viral overnight. It wasn’t backed by a celebrity founder. But it had something better: vision, timing, and a deep understanding of its audience.

On the Entreprenista Podcast, Amanda pulled back the curtain on the journey:

• How launching in college gave her a built-in focus group: Amanda’s peers became her first customers, critics, and champions. Their feedback shaped every product decision.
• How Dormify’s blog became a brand ambassador magnet: What started as content to inspire students soon attracted a community of creators eager to share their own style stories.
• The power of grassroots marketing: Dormify didn’t rely on big ad budgets. Instead, Amanda and her team built buzz through campus events, peer recommendations, and authentic storytelling.
• Lessons learned building with family: Navigating business with your mom isn’t always easy, but Amanda credits their trust and shared vision as Dormify’s secret superpower.

Listen to Amanda’s full Entreprenista Podcast episode right here.

So why did Williams-Sonoma, a retail giant, make the move to acquire Dormify?

• Innovation: Dormify pioneered a modern, community-driven commerce model that spoke directly to Gen Z and Millennials.
• Loyalty: Their audience didn’t just buy, they belonged. Dormify became a rite of passage for college students nationwide.
• Momentum: Dormify wasn’t just selling bedding. It was selling identity, confidence, and a sense of home.

Dormify’s Playbook for Founders

• Build community: Your customers give your brand its soul. Invite them in, listen, and co-create.
• Stay resilient: Every challenge—big or small—is part of the journey. Grit is your greatest asset.
• Grow with your people: Evolve alongside your audience. Never stop showing up.

What can you learn from Amanda’s journey?

• You don’t need a massive budget to make massive moves: Dormify started with heart, hustle, and a focus on real people.
• Community creates momentum: When your audience sees themselves in your brand, they become your growth engine.
• Timing matters, but consistency matters more: Dormify didn’t ride trends—it created staying power by showing up year after year.

And perhaps the biggest lesson of all? Start before you’re ready.

Dormify didn’t launch with a boardroom or a business plan. It launched with a question: “Why doesn’t this exist?” That was enough.

Sometimes the best brands are born not from big ideas, but from everyday pain points. From aisles at Bed Bath & Beyond. From blogs that become businesses. From founders who know their audience because they are their audience.

Amanda’s story is proof: Start small. Start specific. Just start.