1. Design Within Reach bringing the best in modern design to the public By: Megan Elbert Julie Lehnert Mindy Lewis

2. Company Profile A community center for design enthusiasts Available to residential and contract marketscontract “Studios,” catalog, website, and the direct sales force sell high end modern furniture

3. 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)

4. 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”

5. 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

6. 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

7. 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”

8. The Studios Minimalist, crisp, clean No Clutter Red, White and Black Big windows and lots of natural light

9. The Studios (con’t.) Displays Platforms Room set-up All of the furniture can be tried out (but not bought off the floor)

10. Target Market High income “Design Enthusiasts” Price Range $50 - $9,000+ $50$9,000+

11. Merchandise High-end, Modern, Designer furniture Modern “simplicity, clarity of form and the pioneering use of new materials” Fully licensed designer furnituredesigner All merchandise new or reproduction

12. 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

13. Strengths “Wish list” Located in areas with high income Great website Special discounts SWOT Analysis

14. Weaknesses No original furniture Always style over comfort (one style) High priced merchandise SWOT Analysis

15. Opportunities Add more locations in Oregon Get more kid merchandise Seasonal merchandise SWOT Analysis

16. Threats Crate Barrel Ikea (from a style aspect, not price) Cost Plus World Market Hive Modern SWOT Analysis $1,398 $3,198

17. www.dwr.com www.ikea.com www.hivemodern.com www.crateandbarrel.com References Norah shops here!