Dormify is an e-commerce company where users can buy dorm room decoration products — which has announced a Series A round of $3.45 million led by American Eagle Outfitters. Launched more than six years ago, Dormify has been offering college students products, tools, and resources for setting up “their first home-away-from-home.”
American Eagle and Dormify have been partners for the last three years so this investment is strategic. With this round of funding, Dormify is planning to scale talent, expand its pop-up locations, and enhance its online experience. The dorm furnishing industry is expected to be valued at $6 billion and Dormify has become a multi-million-dollar business in this space.
“We are thrilled to have the support of AEO as Dormify continues to build the ultimate destination for college and small spaces,” said Dormify co-founder and creative director Amanda Zuckerman in a statement. “This investment will allow us to continue to make our mark within the back-to-college industry, and through our strong partnership with American Eagle, Dormify will have the opportunity to connect with even more students across the country.”
Zuckerman founded Dormify with her mom Karen in 2012. And Dormify is now going to double down on its digital and offline strategies.
Dormify is going to debut a more personalized online shopping experience so customers will be able to visualize and decorate their future spaces. Plus the company is going to launch additional pop-up locations in the spring of 2019. The “Dormifam” on-campus ambassador program is going to be scaled up to stay engaged with college communities as well.
“Expanding into additional lifestyle categories has been in direct response to strong customer demand and our American Eagle x Dormify collaboration was an exciting addition to our online apartment shop,” added American Eagle Global Brand President Chad Kessler. “We’re pleased to continue the partnership, with our commitment signaling our confidence in Dormify, the leadership team and a shared vision of the future growth opportunity.”