Openings/Closings: New DWR Flagship Store Coming in SoHo

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Laughing in the face of recession. While many stores shutter, DWR expands. We heard rumors about this months ago, but now it's finally public: DWR is moving their SoHo store (Carie Scott, proprietor) to a new super large location on Greene Street. The new store is 4,000 sf and will open on May 23 with an opening party to follow in early June...

While we don't like to play favorites, we have to admit to being particularly pleased with this development because it will allow us to host our AT Offline Design Meetups in a much larger space each month. DWR has been very very nice to AT. Thank you, DWR.

AND this development is particularly interesting as it represents the first time DWR has called a store a FLAGSHIP store within their chain. It's clearly a shift in strategy. As the first flagship we imagine that it will have a much more prominent position or do SOMETHING different than the other stores. Who knows what that will be?

There is no news yet as to what is to happen to their old store on Wooster..........

Press release below....

Press Release:

SAN FRANCISCO, April 30, 2008 /PRNewswire-FirstCall via COMTEX News Network/ -- Design Within Reach (Nasdaq: DWRI) announces that it will open its first DWR Flagship Studio on Friday, May 23, 2008, in the SoHo neighborhood of New York City. The new Studio will occupy the ground floor of the SoHo Building at 110 Greene Street between Prince and Spring Streets. The 4,000 square foot space will feature large storefront windows, high ceilings and an open floor plan that will serve as the ideal showcase for the furniture, lighting and other modern classics that will fill it.

Ray Brunner, CEO of Design Within Reach, states, "Our new flagship Studio places DWR in the heart of the world-renowned SoHo shopping district. This exceptional location, 110 Greene Street, will provide an improved retail layout with a greater selection of our products on display and much higher visibility and foot traffic. Based on these factors, we anticipate improved performance over our existing SoHo Studio, which is already one of the company's top-producing locations."

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Maxwell left teaching in 2001 to start Apartment Therapy as a design business helping people to make their homes more beautiful, organized AND healthy. The website started up in 2004 with the help of his brother, Oliver.