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Dwell gains momentum as it opens first new stores since collapse

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Furniture specialist Dwell is to open two new stores this autumn in Tollcross, Glasgow and New Malden, Surrey, marking the start of a nationwide expansion plan for the brand and representing a 40% increase in footprint for the company in the UK.

The openings come two year since the retailer fell into administration, left with only 5 branches of its once 23-store strong portfolio. In August last year, DFS bought out the rest of Dwell’s brand and assets so that it could attract younger customers and in an attempt to reflect the latest retail trends, the new concept stores will offer customers a more immersive shopping experience and were developed in partnership with retail design experts. They will feature bespoke interiors in a ‘contemporary apartment living’ space. The new stores will also incorporate built-in displays for products such as mattresses, for customers to try before they buy.

Dwell’s founder Aamir Ahmad said: “We believe that stylish, contemporary design can be affordable and we want to show customers how easy it is to get the lifestyle they aspire to. We’re confident that customers will be impressed when they come in and see something fresh, unique and inspiring from dwell. We know from our online and catalogue channels that we have a lot of customers in Glasgow and South London/Surrey areas, so it made sense to kick off our expansion plans in these locations. We hope to roll out another 6-8 stores next year.”

The new shops are former DFS warehouses. The Tollcross store will open on 29th August, followed in early September by the 4,500 sq ft New Malden branch.  Dwell currently has five other branches: three in central London, one in Manchester, and another in Glasgow city centre.  

Published on Monday 10 August by Veebs Sabharwal
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