<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
COMPANY'S CONSOLIDATED BALANCE SHEET AT JUNE 28, 1997 AND FROM THE CONSOLIDATED
STATEMENT OF OPERATIONS FOR THE SIX MONTHS ENDED JUNE 28, 1997 CONTAINED IN THE
COMPANY'S QUARTERLY REPORT ON FORM 10-Q FOR THE SIX MONTHS ENDED JUNE 28, 1997,
AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH QUARTERLY REPORT ON 
FORM 10-Q.
</LEGEND>
<CIK> 0000910721
<NAME> DM MANAGEMENT COMPANY
<MULTIPLIER> 1000
<CURRENCY> US DOLLARS
       
                             
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                          DEC-27-1997
<PERIOD-START>                             DEC-29-1996
<PERIOD-END>                               JUN-28-1997
<EXCHANGE-RATE>                                      1
<CASH>                                           6,388
<SECURITIES>                                     3,872
<RECEIVABLES>                                        0
<ALLOWANCES>                                         0
<INVENTORY>                                     11,279
<CURRENT-ASSETS>                                28,936
<PP&E>                                           7,033
<DEPRECIATION>                                       0
<TOTAL-ASSETS>                                  42,995
<CURRENT-LIABILITIES>                           15,132
<BONDS>                                          4,446
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                            46
<OTHER-SE>                                      23,371
<TOTAL-LIABILITY-AND-EQUITY>                    42,995
<SALES>                                         57,428
<TOTAL-REVENUES>                                57,428
<CGS>                                           25,415
<TOTAL-COSTS>                                   35,628
<OTHER-EXPENSES>                                18,870
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                  68
<INCOME-PRETAX>                                  2,862
<INCOME-TAX>                                     1,116
<INCOME-CONTINUING>                              1,746
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     1,746
<EPS-PRIMARY>                                     0.35
<EPS-DILUTED>                                     0.34