Design Within Reach to Open DWR: Tools for Living Stores
May 15 2008 - 1:00PM
PR Newswire (US)
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., +1-347-330-8322,
Web site: http://www.dwr.com/
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