How A Highly Visual Brand Leverages Social To Sell

By Matt Pillar, chief editor

August 2014 Integrated Solutions For Retailers

By encouraging customers to share — and measuring their responses — Design Within Reach is continually developing its social following and building its brand along the way.

Design Within Reach (DWR) is as focused on the visual aspect of retailing as it gets. The company was founded in 1999 with a mission to make classic modern furniture available in European retail shops and to make the interior design and architecture trades available to retail customers in America. As such, presenting the aesthetic and tactile appeal of its product line is core to the DWR selling strategy.

The tactile part comes easily. In its 40 stores, dubbed “studios” by the brand, customers are invited to bring their dogs and kids, relax, and stay awhile. Touching the furniture is encouraged.