Dwell targets the Habitat market

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The Independent Online

Furniture retailer Dwell plans to take advantage of the demise of Habitat in the UK and has launched a new range and plans more stores.

The 23-store chain will open at Westfield Stratford City in September and plans two more this year. It is looking at affluent London suburbs for stores of between 3,000 and 7,000 sq ft – much smaller than big box-style stores of most furniture retailers.

Founder Aamir Ahmad said: "We look for stores next to fashion retailers as we are a lifestyle fashion business. We sell trends and change our collections constantly."