Design Within Reach Branches Out Into Smaller-Item Sales


Not long ago, we heard from the good people at Design Within Reach, answering our posted question about whether expanding their retail business into a massive new Toronto location was a good idea or not. Turns out, within two months, that Canadian outlet is one of their top moneymakers, even keeping pace with their New York locations. So it seems like DWR has turned things around and, in the interest of keeping that ball rolling, we ran across an announcement that they’re planning to open two new locations, but with a slight twist. Starting in September, in both New York and Santa Monica, the company will open two DWR: Tools for Living stores. Instead of furniture, they’ll focus on more cash and carry type merchandise, like artwork, devices for your office and other miscellaneous doo-dads. Here’s a bit:

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.