My question to this retailer... "Design within who's Reach?!"
This place is very very expensive. If you need an office chair and only have $700 to spend, you're s.o.l. (you might be stuck with a measly $75 foot stool instead).
To me "Design Within Reach" implies high design, at a reasonable price to the consumers. Perhaps the "Reach" refers to proximity? As in you live in the area and you can get to the store? Hell if I know.
Another oddity with this place (which I must admit has a super nice King-West lofty showroom) is that anything you buy you HAVE to pay to ship it. Come in for a $300 book shelf with the intention of carrying it the 5 minutes to your downtown diggs? Tough sh!t buddeh! DWR ships everything whether you like it or not. You're gonna pay $80 bucks to have some one bring it to you, and you're not even going to get a plaque saying "I'm so loaded I paid $80 to have some guy bring this shelf here from a distance barely longer than my best golf ball drive!"
The people in this store are super nice, I'll give them that, but their name is laughably misleading unless you have the financial reach of a giraffe, and their shipping policy is industrial grade retarded.