Durham Right Sizes Collection

March 28, 2012  by in UnCategorized   

By Home Furnishings Business in Bedroom on March 29, 2012 Solid wood furniture maker Durham Furniture has a new program designed to offer style and finish variety, and sizes to fit home and lifestyle trends.

PerfectBalance by Durham Furniture, a new stand alone program, includes eight collections with the same solid wood craftsmanship, quality and delivery that define the 113-year-old Durham Furniture, Durham, Ontario. The difference is focus on allowing the consumer to virtually create her own bedroom furniture that is the right style with the right finish in the right size.

The eight distinct bedroom collections are available in up to 17 finishes including aged wheat and light brown, mid-brown and mid-cherry and paint colors to darker merlots. The 17 hardware choices range from antique bronze and brushed nickel to wood. Most of the beds include options for under-bed storage for each bed--twin, double, queen or king size. All include the proprietary Fortress Finish with under-mounted, self-closing drawer guides. A unique storage lift bed rounds out a broad selection of bed styles and sizes. And, all collections are right sized for real bedrooms.

"You love your space when all of the elements of design come together in a perfect balance," said Gord Dilworth, Durham CEO. "Fashioned for apartment or condo living, a family in an older or new smaller home, a second vacation home, a teenager ready for grown-up furniture, or the mature lifestyle of townhome living, PerfectBalance offers unmatched lifestyle flexibility for right-sized homes."
 
Taking a cue from the housing trends which show that the average American home size has dropped from 2,700 to under 2,400 square feet; and the average Canadian home from 2,266 to 1,980, PerfectBalance offers collections covering design categories from contemporary to traditional.

"How often have you heard a consumer say, 'I just love that style, if only it was in a different finish?' Or, 'I love that collection, if only it would fit into my bedroom?'" said Dave Pinamonti, Durham vice president of business development. "PerfectBalance is based on consumer research as our answer to personalization and the trend towards smaller homes, condo living, both younger lifestyles and an aging population that is downsizing."

The new program will include a full package of branded collateral materials for dealers, including point of purchase displays, a dedicated catalog binder with inserts for each collection, consumer marketing piece and product photography for local marketing. 

The positioning of PerfectBalance marks an entry into consumer marketing for Durham and designed to speak directly to consumers shopping in dealer stores.