After being acquired by sofa specialist DFS last year, furniture retailer Dwell is now continuing the second phase of its nationwide expansion.
Over the Boxing Day weekend the retailer will open a new 5,500 sq ft concept store in Oxford, part of a strategy that will result in a 40% footfall increase by next year.
The new concept store from Dwell, which currently trade from nine other locations, will offer customers "a more immersive shopping experience", developed in partnership with retail design experts. They will feature bespoke interiors that emulate "contemporary apartment living".
“We are confident and optimistic about the future of Dwell,” said Dwell CEO Aamir Ahmad who founded the business in 2003. “Strong sales and healthy margins are encouraging and we are looking forward to continuing on this trajectory in 2016.”
