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DWRjax is Born

Design Within Reach Introduces Collection of Modern Design for Children

SAN FRANCISCO, Oct. 26 /PRNewswire-FirstCall/ -- Design Within Reach (Nasdaq: DWRI) announces the launch of DWRjax, the company's first comprehensive assortment of furniture and accessories for babies and children.

The collection of more than 60 smart, durable designs ranges from children's furniture essentials to unique play caves and riding toys. The full collection is available through DWR's 54 retail Studios across the U.S., online at www.dwrjax.com and through the company's catalog.

The assortment was created in response to parents' frustrations in finding modern design for children and families. Teaming with designers who share those frustrations and had taken to designing for themselves and their own families, the DWRjax assortment was developed to meet the needs of kids and parents alike.

"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."

Featuring the same integrity, authorship and ingenuity as Design Within Reach products, DWRjax features pioneering contributions from classic and current designers. Icons include the Trisse Table and Toadstools by Nanna Dietzel and ZooTimer Clocks by George Nelson. Current modern designer Javier Marsical offers the exclusive Nido Play Cave and the whimsical chair Julian, while Angela Adams contributes Freddy Jr., an exclusive 100% hand-tufted cotton rug. Design teams looking for solutions for their own frustrations include ducduc and their colorful Parker collection, as well as Nume's innovative Cardboard Activity House.

"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."

About Design Within Reach, Inc.

Design Within Reach, Inc., founded in 1998 and headquartered in San Francisco, is an integrated, multi-channel provider of distinctive modern design furnishings and accessories. Using a single common "in stock and ready to ship" inventory, the company markets and sells its products to both residential and commercial customers nationwide through www.dwr.com, the DWR catalog, Studios, and direct sales force.

SOURCE Design Within Reach, Inc.
10/26/2005
CONTACT: Jordan Benjamin of Design Within Reach, Inc., +1-415-676-6500, or pr@dwr.com
Web site: http://www.dwrjax.com
/ Web site: http://www.dwr.com

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