Macy’s and Dormify, a youth-oriented online furnishings retailer, have launched an exclusive collection for the 2015 back-to-school season. Focused on bedding, the deal will raise awareness of Dormify as an online resource for student and small space furnishings.
In working with the brick and mortar retailer, Dormify is establishing its first presence in physical stores as it rolls out into select Macy’s locations as well on macys.com.
“Macy’s is always scouting for products that appeal to our Millennial customer and their evolving lifestyle,” said Shawn Austin, evp and general merchandise manager, Macy’s Home. “Based on a ‘style it your way’ philosophy, these exclusive Dormify products allow customers to mix and match bedding pieces to achieve a personalized look. With four distinct styles, Dormify will offer something for everyone headed back to school this season.”
Consistent with its strategy, the line is a step beyond the common bed-in-a-bag approach, Dormify said, as it designed the Millennial-targeted collection as a mix-and-match system shoppers can use to combine items in creating a stylish statement.