Durham Furniture triples High Point showroom size
By Thomas Russell -- Furniture Today, April 6, 2009
HIGH POINT — Canadian case goods manufacturer Durham Furniture is expanding here with a showroom that is more than triple in size of the space it occupied last fall.
The company will show in 14,000 square feet in the Atrium Furniture Mall, 439 S. Main St. It occupied just under 4,000 square feet in the same facility last fall and 1,300 square feet when it moved to the Atrium from Market Square in April 2008.
The new space will hold around 40 bedrooms, or about 90% of Durham's line. The previous spaces were only large enough for new product.
Visitors to the showroom will see four distinct settings. They include a library vignette for traditional goods, a space for its licensed Mount Vernon collections, a brick-enclosed area for transitional lifestyle groups and an area devoted to two new custom color programs called Solid Choices and Solid Alternatives.
Solid Choices offers six colors and a translucent black stain on several signature beds, home entertainment pieces and accent furniture for the great room. Solid Alternatives offers 12 wood finish options on four top-selling bedrooms.
“We are really taking solid wood into a more fashion-oriented direction,” said Ed Fritz, director of sales and marketing for North America.
Durham also will show a pair of bedrooms launched at the Canadian Home Furnishings Market in Toronto in January.
Castillon is a European traditional-inspired bedroom in solid cherry with a dark Bordeaux finish or a lighter ginger finish. A four-piece set including bed, dresser, mirror and chest retails for $4,995. Eastpointe is a soft transitional collection also made with cherry solids in a dark espresso finish. A four-piece group retails at $3,995.
The showroom expansion is the latest sign of progress for Durham, which restructured last year to focus on its two key markets — Canada and the U.S. states east of the Mississippi River. Previously, the company had closed its Chesley, Ontario, factory and consolidated operations into its plant in Durham, Ontario.
“In going through our restructuring, we have learned to be more efficient, we have learned how to manage our costs more effectively and manage the company in a way that has become more profitable,” Fritz said.
He did not disclose revenue figures, but said the company is about 15% ahead of what it had projected for the first three months of 2009.
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