Design Within Reach
bringing the best in modern
design to the public
By: Megan Elbert
Julie Lehnert
Mindy Lewis
Company Profile
• A community center for design enthusiasts
• Available to residential and contract
markets
• “Studios,” catalog, website, and the direct
sales force sell high end modern furniture
Company History
• Founded in 1998 in San Francisco
• It is an integrated multi-channel provider
of distinctive modern design furnishings
and accessories that it markets and sells
through its studios, catalog, website and
direct sales force.
• Now a publicly held company trading on
NASDAQ ($5.46 share/2-21-07)
Code of Ethics
• “Design Within Reach is dedicated to
conducting its business consistent with the
highest standards of business ethics. We have
an obligation to our employees, shareholders,
customers, suppliers, community
representatives and other business contacts
to be honest, fair and forthright in all of our
business activities”
Company Goal
The Company is focused on:
• Increasing overall market penetration by
opening additional studios
• Expanding and refining product offerings
• Increasing market awareness and
appreciation for design products
Studio Locations
• Currently in 24 States
– Located in high income, posh cities
• Mostly stand alone stores
– These stores in unique, architecturally
relevant buildings and downtown areas
• Some in malls, but only
high end
Studio Locations (con’t.)
• Company website gives store locations, but
interesting addition to each store is the fact
they give “things to do” in that city, along
with where their store is located.
• “studio locations”
The Studios
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Minimalist, crisp, clean
No Clutter
Red, White and Black
Big windows and lots of natural light
The Studios (con’t.)
• Displays
• Platforms
• Room set-up
• All of the furniture can be tried out
(but not bought off the floor)
Target Market
• High income
• “Design Enthusiasts”
• Price Range
• $50 - $9,000+
Merchandise
• High-end, Modern, Designer furniture
• Modern
• “simplicity, clarity of form and the
pioneering use of new materials”
• Fully licensed designer furniture
• All merchandise new or reproduction
Merchandise (con’t.)
• All the furniture you need for a home,
and accessories too
Seating
Tables
Lighting
Shelving / storage
Accessories
Rugs
Kids
• Shop by room or furniture piece
• The Annex
SWOT Analysis
Strengths
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•
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“Wish list”
Located in areas with high income
Great website
Special discounts
SWOT Analysis
Weaknesses
• No original furniture
• Always style over comfort (one style)
• High priced merchandise
SWOT Analysis
Opportunities
• Add more locations in Oregon
• Get more kid merchandise
• Seasonal merchandise
SWOT Analysis
Threats
•
•
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•
Crate Barrel
Ikea (from a style aspect, not price)
Cost Plus World Market
Hive Modern
$3,198
$1,398
References
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www.dwr.com
www.ikea.com
www.hivemodern.com
www.crateandbarrel.com
Norah shops here!