If you love discovering beautiful new shops in New York City (especially ones that combine style with sustainability), there’s a new spot in SoHo you’ll want on your radar.

GreenRow, the mission-driven home furnishings brand from Williams‑Sonoma, Inc., has just opened its first-ever brick-and-mortar store at 47 Howard Street in SoHo—and it’s already turning heads in the design world.

A Store That Feels Like a Home

Unlike traditional furniture showrooms, the new GreenRow flagship is designed to feel like a beautifully lived-in home. The idea is simple: slow down, explore, and experience how the pieces might actually live in your space.

Inside you’ll find thoughtfully curated rooms featuring:

• FSC-certified solid wood furniture

• Upholstery made from responsibly sourced natural materials

• Colorful textiles and rugs

• Lighting and décor pieces designed to become modern heirlooms

The store also features original artwork and one-of-a-kind vintage finds, making it feel more like a curated apartment than a retail store.

Design With Sustainability in Mind

GreenRow launched in 2023 with a mission to prove that beautiful design and responsible manufacturing can go hand in hand.

Many pieces are crafted using:

• responsibly sourced linen and cotton

• recycled fibers

• sustainably harvested wood

• low-impact production methods

The goal? Create pieces that age beautifully and last for years, rather than fast furniture that ends up in landfills.

A Grand Opening With a Cause

To celebrate the new SoHo location, GreenRow is hosting a grand opening weekend from March 6–8, and there’s a philanthropic element as well.

A portion of sales from the opening weekend will benefit the New York Botanical Garden, making it a feel-good shopping moment for design lovers.

GreenRow SoHo Store Details

GreenRow SoHo
? 47 Howard Street
New York, NY 10013

Hours:
Monday–Saturday: 10 AM – 7 PM
Sunday: 11 AM – 6 PM

If you’re strolling through SoHo anytime soon, this is absolutely worth popping into—especially if you love beautiful homes, thoughtful design, and brands that care about how things are made.