Design Within Reach to Open DWR: Tools for Living Stores

Modern Design Company Launches New Retail Approach 


SAN FRANCISCO, May 15  /PRNewswire-FirstCall/ -- Design Within Reach (NASDAQ:DWRI) announces that it will open two retail locations dedicated to its Tools for Living category of products in September, 2008. New York City's SoHo neighborhood and Santa Monica, California, have been chosen as the first sites for the company's new approach to retail sales. In a departure from Design Within Reach's existing 69 Studios -- showrooms featuring furniture that is ordered for delivery at a later time -- the two DWR: Tools for Living stores will be cash and carry.

Ray Brunner, CEO of Design Within Reach, states, "DWR stands for Design Within Reach, not just furniture within reach. Tools for Living extends the ready availability of design to items associated with everyday use. In many ways it can be simply described as a modern general store. When DWR opened its doors in 1999, it shortened the time from order to delivery of modern furniture from several months to less than ten days. Similarly, Tools for Living stores will enable design to be put into the hands of our customers on the day of purchase."

In the fall of 2007, Design Within Reach introduced Tools for Living as a category that encompassed everyday items from cookware to desk sets to portable dog bowls. The items offered are unique in how they solve a problem or make something more comfortable or easier to use. Their smart design elevates them from clever objects to functional tools. The new concept was an immediate success within the existing DWR channels, but it became evident that a store format that included salable inventory would fulfill consumers' desires to have merchandise in hand upon purchase.

In New York City, the DWR: Tools for Living store will be located at 142 Wooster Street, in a 3,500 square foot space that was the former site of DWR's first SoHo Studio. In Santa Monica, the Tools for Living store will be given a dedicated space within the existing Design Within Reach Studio at 332 Santa Monica Boulevard. While the two DWR: Tools for Living stores will offer a different retail experience from the existing Design Within Reach Studios, customers will be able to order the full selection of DWR products wherever they shop. All Design Within Reach items will be available to order at DWR: Tools for Living stores, Tools for Living items will be orderable from DWR Studios and both product lines will be available online or via phone.

About Design Within Reach, Inc. (NASDAQ:DWRI)

Design Within Reach, Inc., founded in 1998 and headquartered in San Francisco, California, is the source for fully licensed classics, offering the best in modern design. The company markets and sells its products to both residential and contract customers through http://www.dwr.com, its San Francisco-based phone sales team at 800.944.2233 and over 68 retail Studios in the United States and Canada. 

DATASOURCE: Design Within Reach, Inc.



CONTACT:  Kimberly Oliver, PR Manager of Design Within Reach, Inc.,

[phone],  



Web site:  http://www.dwr.com/ 

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