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.
 
 
 

SOURCE Design Within Reach, Inc.

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