Design Within Reach creates division for kids products
Staff -- Kids Today, 1/1/2006
San Francisco— Modern design furnishings retailer Design Within Reach has launched a new division, DWRjax, devoted to furniture and accessories for babies and children. The collection includes more than 60 pieces, including furniture, toys and strollers from companies such as ducduc, Oeuf, Offi, Bugaboo, Stokke and more.
Company officials said the assortment was created in response to parents' frustrations in finding modern design for children and families, and that the assortment was developed to meet the needs of both kids and parents. The full collection of DWRjax is available through DWR's 53 stores, as well as through the company's catalog and Web site.
"We're thrilled to introduce an assortment of innovative, versatile and safe products for kids that are, above all, well designed," said Tara Poseley, CEO and president of Design Within Reach. "Good design should be compatible in any environment and not have to be hidden from sight. Our kids' products are designed to flow into the modern home, integrating their kids openly into their home."
"Our DWRjax assortment was conceived and born from designers who themselves are kids at heart," said Rob Forbes, founder of Design Within Reach. "The result is a collection intended to make the world a bit more optimistic for parents and kids alike."
Design Within Reach debuted this year in Furniture/Today's survey of Top 100 U.S. furniture stores at No. 98 with estimated furniture, bedding and accessory sales of $63 million.
