Williams-Sonoma eyes Gen Z growth with Dormify relaunch, says Jefferies

Williams-Sonoma (NYSE:WSM) has Jefferies analysts bullish, with the firm saying an upcoming relaunch of the Dormify brand could strengthen the retailer's position with younger consumers and support longer-term growth. Jefferies reiterated its ‘Buy' rating on Williams-Sonoma, pointing to social media signals that Dormify, an online dorm furnishings brand acquired by the company last year, is set to relaunch later this week with a refreshed product assortment.