Dwell looks to expand store count

Dwell sees scope for up to 100 stores as it looks for smaller, quirkier shops. The 21-store furniture retailer is also on the hunt for its first multichannel director as it aims to better align its channels.

Dwell boss Aamir Ahmad said it could have 40 to 50 large-format stores – covering 5,000 sq ft to 6,000 sq ft – and a similar number of smaller stores, at 2,500 sq ft to 3,000 sq ft.

“We’re looking for slightly smaller, quirkier space,” said Ahmad. “Shoppers want more than just roomsets.”

For example, Ahmad said Dwell’s new shop in Guildford, located in a Grade II listed building, boasts a library room.

The retailer is also providing interior design talks in its stores at Tottenham Court Road, Guildford and Richmond to engage with its customers.

Ahmad said that in Dwell’s first quarter, ended April 30, like-for-likes were “positive” but he remained cautious.