<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
COMPANY'S CONSOLIDATED BALANCE SHEET AT DECEMBER 28, 1996 AND FROM THE
CONSOLIDATED STATEMENT OF OPERATIONS FOR THE SIX MONTHS ENDED DECEMBER 28, 1996
CONTAINED IN THE COMPANY'S TRANSITION REPORT ON FORM 10-K FOR THE SIX MONTHS
ENDED DECEMBER 28, 1996 AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH
TRANSITION REPORT ON FORM 10-K.
</LEGEND>
<CIK> 0000910721
<NAME> DM MANAGEMENT COMPANY
<MULTIPLIER> 1000
<CURRENCY> US DOLLARS
       
                             
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                          DEC-28-1996
<PERIOD-START>                             JUN-30-1996
<PERIOD-END>                               DEC-28-1996
<EXCHANGE-RATE>                                      1
<CASH>                                             384
<SECURITIES>                                     3,879
<RECEIVABLES>                                        0
<ALLOWANCES>                                         0
<INVENTORY>                                     12,637
<CURRENT-ASSETS>                                23,199
<PP&E>                                           7,173
<DEPRECIATION>                                       0
<TOTAL-ASSETS>                                  38,300
<CURRENT-LIABILITIES>                           12,537
<BONDS>                                          4,540
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                            44
<OTHER-SE>                                      21,179
<TOTAL-LIABILITY-AND-EQUITY>                    38,300
<SALES>                                         43,324
<TOTAL-REVENUES>                                43,324
<CGS>                                           19,436
<TOTAL-COSTS>                                   25,704
<OTHER-EXPENSES>                                16,422
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 126
<INCOME-PRETAX>                                  1,072
<INCOME-TAX>                                  (10,491)
<INCOME-CONTINUING>                             11,563
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    11,563
<EPS-PRIMARY>                                     2.44
<EPS-DILUTED>                                     2.44