Aamir Ahmad was the founder and CEO of furniture mail order catalogue Ocean which he ran for seven years before launching Dwell Furniture in Nov 2003 as a multi channel company including a mail order catalogue, online presence and a small store in Balham, South London. Over the past 4 years Dwell has grown into a strong multi channel retail- er with a significant online presence and seven stores with a further four opening in late 2008 with a combined turnover of over £15m. A 128 page catalogue is produced in February and September with mailings currently running at 1.2million per annum.The customer base currently stands at 65k active buyers.