The modern furniture retailer applied its eye for design to all aspects of

It makes complete sense that a retailer steeped in design would prioritize it when it chose to rebuild its e-commerce site on new technology. That’s exactly what modern furniture retailer Design Within Reach did earlier this year when it moved to Demandware Inc.’s e-commerce platform.

“We really wanted to show off our product in a much grander way,” says Bethany Kemp, vice president of technology and information systems at Design Within Reach, which uses the URL for its e-retail site. “We wanted to make use of the whole page.”

The new site, which uses responsive design so it works equally well on desktop and mobile devices, is more content-driven. It has more photos than before, including lifestyle images meant to show consumers how a product can be incorporated into different

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