Design Within Reach Debuts Modern Bedding for Modern Living.

SAN FRANCISCO -- This September, Design Within Reach (NASDAQ: DWRI) introduces its exclusive bedding collection, addressing the ways people live in and use their bedrooms today. Comprised of sheets, covers, and unique products specifically designed for today's multi-functional bed, DWR's bedding ensures personalized design, comfort and function. The full assortment will be available from Design Within Reach through its catalog, web site and more than 50 retail Studios.

Evolving from a simple place of rest, today's bed serves as a base -- both day and night -- for reading, working, playing and relaxing. To accommodate these activities, DWR Director of Product Development Karen John and textile expert and designer Laura Guido-Clark took a layered approach to create a modern bedding system. The assortment's three layers -- Foundation, Insulation and Utility -- are designed with comfort, individuality and function in mind, and are free of retro-inspired patterns or fussy decoration. (See below for in-depth product descriptions.)

"We've invited the bed back into the home. By designing for how people use their beds, we've opened up the bedroom from a traditionally formal and private place to an enhanced living space that can be enjoyed day and night," says Ms. John.

"The bed is not just a part of the bedroom, but is a room unto itself. Life happens there," continues Ms. Guido-Clark. "Whether it's a late night movie, working from home, or relaxing with the pets, the bed is one of the most important spaces in the home. Despite all this, the dressing of the bed hasn't been re-examined."

DWR invited Ms. Guido-Clark to collaborate on the research, design and development of its modern bedding concept. In addition to the newly-discovered use of the bed, the pair noted that while the modern home has evolved, the bedroom, and specifically bedding, had been overlooked. Together, they created a bedding system based on principal values of modern design: function, utility, and how those principals translate to form and comfort.

"This is quintessential modern thinking," says Rob Forbes, Founder of Design Within Reach. "Combining form and function, Karen and Laura created a solution so logical and thoughtful, it's possible to overlook that it's all about the way the bed feels in its many uses."

Ms. Guido-Clark was the ideal partner. With more than twenty years of consulting and design experience, she specializes in color, textile design, materials and finishes for companies such as InterfaceFLOR, Mattel, Samsung and Steelcase.

The launch of DWR bedding is an example of how the company is approaching its recently-announced product development efforts. Rather than bringing the design process in-house, DWR chooses to collaborate with partners such as Laura Guido-Clark and manufacturers such as Pendleton Woolen Mills and Bute Fabrics to pair global design talent and manufacturing capabilities to deliver solutions for modern living.

A Look at the Modern Bed

Design Within Reach began pursuing the ideal modern bedding system more than three years ago. The first element was the introduction of minimal, functional platform beds. The platform frames were selected for their slatted support systems that improve airflow around the bed and enhance sleeping pleasure. Next, the ergonomic Italian memory-foam Sonno Prima and Versa Mattresses were introduced, offering the finest rest available. Now, with the debut of a bedding assortment, DWR completes a system reflecting modern needs and modernist values.

Foundation - Designed as the softest and most intimate layer, the 100% Egyptian cotton percale 500-thread count sheeting elements are woven in Italy. Distinct cushioned border details are integrated for added comfort at the "touch points" when you sleep. Available in five soothing, nature-based colors (white, slate, eggshell, taupe and terra), the Foundation layer includes sheet sets, duvet covers and additional pillow cases.

Insulation - A variety of bedcover solutions designed to meet individual comfort, tactility and temperature needs. Layers for individual comfort, temperature needs and visual style. Insulation provides opportunities for personalization through color, texture, and varying densities.

--Utility Blanket in Terra/Eggshell and Slate/Taupe. The softest padding for soft landings. These reversible and versatile quilts were inspired from authentic, multi-purpose movers' blankets. 100% cotton percale; cotton twill binding; polyester fill.

--Striped Heirloom Blanket designed to last for generations. This classic stripe paired down to a simple, graphic form in Sienna Stripe and Moss Stripe. Woven exclusively for DWR by Pendleton Woolen Mills. 100% virgin Merino lambswool.

--Geometric Matelasse in Stone and Flax. Creating pattern through texture, this lightweight coverlet is extremely soft in 100% cotton. As a complement for the utility layer or for use on its own.

--Tanguis Cotton Blanket in Cream/Multi; Sienna/Multi; Moss/Multi. By Rosemary Hallgarten exclusively for DWR. 100% Cotton.

--Alpaca Throw in Pearl, Dove, Grass. By Rosemary Hallgarten. 90% alpaca; 10% nylon.

Utility - Purposeful products designed to address how the bed is used during the day, while protecting the more intimate sleep layers. Classic, natural materials used for performance without compromising color or texture.

--Quilted Tweed Bed Mat creates a new surface for all the ways the bed is used during the day. Let the kids play or the dogs on the bed. Can be used single or in pairs, placed on the edge of the bed or rolled up when not being used. In Charcoal and Sienna. 100% wool tweed; 100% cotton canvas backing.

--Bedside Saddle provides convenient space for important bedside items for relaxing or working in bed, including eyeglasses, a water bottle or the remote control. Saddle tucks under the mattress and hangs flat against the bed to create reachable storage. Available in Heathered Cream; Heathered Moss; Heathered Sienna; Heathered Charcoal in 90% wool; 10% polyamide.

--Large Support Bolster spans the full width of the bed for a functional alternative to excessive decorative pillows and offers natural support for reading, working or relaxing. Available in Heathered Cream; Heathered Moss; Heathered Sienna; Heathered Charcoal in 90% wool; 10% polyamide. Foam insert.

--Small Tweed Bolster offers flexible support to meet personalized needs (leg, neck or back support), or as an extra prop while working. Available in Charcoal and Sienna in 100% wool tweed. Foam insert.

--Pillow Envelope is a pocket for sleeping pillows, keeping them clean and fresh for nighttime use. In Heathered Cream; Heathered Moss; Heathered Sienna; Heathered Charcoal in 90% wool; 10% polyamide.

Editors: Print-ready images are available for media use by contacting Design Within Reach at [e-mail].

About Design Within Reach, Inc. (NASDAQ: DWRI)

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.