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Durham Furniture's new website tells about its custom capabilities

Thomas Russell -- Furniture Today, October 27, 2011

HIGH POINT — Case goods manufacturer Durham Furniture has launched a new website during this week's High Point Market to help communicate its custom and production capabilities as a maker of solid wood furniture.

The site at www.durhamfurniture.com was revamped by Durham Chief Operating Officer Dave Geikie and his technical team, who used focus groups to aid in the design.

Dave Pinamonti, vice president of business development, said that the site communicates the multiple finish options available from Durham in a simple yet comprehensive manner.

"We wanted a fresher, younger look for our site that would operate very fast for consumers," Pinamonti said. "Because we have different finish programs available, we also wanted the retail sales associates to be able to work with their customers in the store when deciding which products and which finish they wanted."

In a statement, Geikie added, "We received feedback from end consumers, retailers and our sales team to create the right flow. We now have a website that matches consumer search patterns and is built on our website analytics data. The result is a faster, cleaner more consumer friendly site."

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