Durham launches Solid Accents
DURHAM, Ontario – Solid wood bedroom and occasional furniture specialist Durham Furniture has rebranded its Solid Choices line of customisable occasional and accent items as Solid Accents as part of an effort to give the collection greater visibility to prospective retail buyers.
In addition to the name change, the company has developed new catalogue pages and updated the web site in support of the collection.
While primarily known as a manufacturer of solid wood bedroom furniture, in recent years Durham Furniture has expanded its assortment to cover a range of accent pieces such as occasional tables, writing desks, hall chests, multi-functional consoles, mirrors and benches. It has placed a greater emphasis on developing and marketing occasional collections, such as the four new groups introduced at the two most recent High Point Markets.
“To support our new collections and our emphasis on this important product category, we felt it was time to revamp the program,” Luke Simpson, Durham president and chief executive officer said in a statement. “The three new groups we introduced in October 2017 – Dundy, Saugeen and Classic Foundry – hit retail floors in March, and Escarpment will be available in stores at the end of summer, so the timing couldn’t be better.
“We’ve been in this category for quite some time, but are still primarily known as a bedroom source,” he continued. “With the launch of our rebranded Solid Accents program, our goal is to promote both to our retail partners and to our end consumers that we are a strong player in the occasional category, not only because of our solid wood quality story, but also because of the customisation options we can provide as a domestic North American manufacturer.”
Many pieces in the Solid Accents program are available in more than 40 finishes with different levels of sheen, antiquing and burnishing, a benefit the company touts as a competitive advantage – especially for the occasional category – which has largely shifted to imports with limited custom options.
The rebranded catalogue was modernised to mimic the style of the recently updated PerfectBalance catalogue and web site, both of which include an updated presentation with detailed item information to help customers select the pieces that work best for their space.
“We received tremendous feedback on the updates we made to our PerfectBalance catalogue and web site last fall,” said Simpson. “The creation of the new Solid Accents program was the next logical step in providing our dealers with easy-to-use sales aids to help make product selections at retail and drive additional sales.”