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Durham sets 120 celebration

 1 April 2019     Michael J. Knell 

HIGH POINT, North Carolina – Solid wood specialist Durham Furniture is kicking off its 120th anniversary celebration at the spring edition of the twice-yearly market here, which begins its five-day run Saturday morning.

In a statement, the privately-held company said its vision is set on reaching a new audience of consumers through a series of product development and marketing initiatives with more contemporary styling, updated messaging and modernised visuals. The first of several year-long initiatives made their debut at the April edition of the High Point Market, including a new 120th anniversary logo with the tagline A New Era of Solid Style.

“Over the last several years we have embarked on a journey to transform our product portfolio to include more contemporary designs with cleaner lines to reach the millennial consumer and as our product line continues to evolve, our brand must evolve with it,” said Luke Simpson, Durham Furniture’s president and chief executive officer. “Our new marketing initiatives are designed with a modern, streamlined look and feel, which not only reflects the new style direction of our product portfolio, but is also the visual style that best resonates with our broader target audience.”

In addition to the logo, the company is launching an advertising campaign with the new branding elements and a social media campaign that will creatively chronicle its 120-year history using hashtags such as #OnThisDay, #DidYouKnow and #ThrowbackThursday.

While the company sees great growth among the burgeoning millennial consumer, the new efforts were also designed to reinforce ties with current customers by raising awareness of the company’s longevity and reliability.

“This important milestone in our history says a lot about who we are, how our products are made and the confidence our retailers, interior design partners and consumers have in us,” Simpson said. “We recognise where we’ve come from and we’re now also laying the foundation for future generations of homes furnished with custom-built Durham Furniture. This anniversary is the springboard for new things to come at Durham Furniture.”

Re-inventing Chateau Fontaine
Another market highlight will be the makeover of Durham’s best-selling Louis Phillipe-inspired Chateau Fontaine collection including the addition of several new finishes, solid cherry construction, soft-close metal drawer glides and updated functionality to provide a fresh new look to a group that has consistently topped the company’s sales charts for 22 years.

Chateau Fontaine has been a winner since the day we introduced it back in 1997, and it’s still one of our top sellers every month,” Simpson said. “Consumers have always loved its authentic styling, and as a new generation of consumers emerge with updated style preferences, we felt that our anniversary was a fitting time to re-invent this best seller, so it remains relevant with consumers for decades to come.”

The three new finishes include Mineral Gray, a bold blend of silver and gray; Belair, a light and fresh tan hue; and, Blackened Mocha, a deep brown finish with layers of depth and character that enhance the natural grain of the cherry.

The collection’s new drawer guides, which replace wood guides that had been in use since its introduction, are premium metal guides enhanced with a soft-close feature, mounted on the bottom of the drawer.

A new hardware finish is also available for the collection, an aged black to complement the original antiqued brass tone.

Pieces in the collection include three bed styles – a panel bed, a sleigh bed and Euro-style bed – three types of chests, a double dresser with mirror, an armoire, two nightstand options and a bedside chest. In addition to the three new finishes, the panel bed and sleigh bed will be offered with the addition of upholstered panels. The collection is available in more than 40 finishes.

Durham will also unveil a timeline highlighting key milestones in its history. Its showroom can be found in space G-1082 of the International Home Furnishings Center.

Sealy Canada
MIFF 2020
This HGO article was written by:
Michael J. Knell
Michael J. Knell

Michael is the publisher and editor of Home Goods Online. A seasoned business journalist, he has researched and written about the furniture, mattress and major appliance industries in both Canada and the United States for the past three decades.

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