DURHAM, Ontario – With crisp geometric lines and urban-inspired details, Modern Simplicity is Durham Furniture’s first collection targeting millennials, who are just now settling into their long-term homes and willing to invest in solid maple furniture.
“The fresh, metropolitan feel of Modern Simplicity resonates with young consumers who stay on top of design trends and are looking for timeless pieces they love now and will continue to appreciate for years to come,” Durham president and chief executive officer Luke Simpson said. “Perhaps they have purchased a home, are thinking about starting a family or already have children. They are investing in their home, in their furniture and in their future.”
The collection was the Canadian solid wood bedroom specialist’s major introduction at the recently ended fall 2016 edition of the High Point Market.
Simpson believes the group’s simple, uncluttered silhouettes – which are as striking from the sides as they are from the front – are the perfect canvas for solid maple in two new distinctive finishes. Dusk is a sleek, modern dark gray stain, while Latte is a gray taupe wire-brushed finish with plenty of depth and character. Each is complemented by long flat rectangular drawer pulls with a smooth polish.
The collection includes a five-drawer chest; a three-drawer bachelor’s chest; a three-drawer night stand; a three-drawer bedside chest and a six-drawer double dresser. Each pair of drawers is cut from a continuous length of lumber, so the grain patterns match across the front.
The collection also offers a wing platform bed. It features modern sloping panel wings on the headboard with horizontal panel that mimic the case pieces. It is also available with a fabric panel insert and a choice of more than 25 fabrics as well as customers’ own material (COM).
Also offered is a solid maple sleigh bed.
“The metropolitan feel of Modern Simplicity clearly illustrates an updated design point of view that is shifting away from traditional and more towards transitional and contemporary,” Simpson said, adding, “This shift has been a focus for us for the past several markets.”
It’s a shift that’s reflective of shifting consumer preferences. “We are broadening our product portfolio to appeal to consumers who are looking for transitional, casual and contemporary styles,” Simpson said. “The introduction of Modern Simplicity will fill a gap in our product line and continue to enhance our position as one of North America’s leading solid wood furniture producers.”
The collection will begin shipping to retailers in January 2017.