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From Home Furnishing Business

Durham Shows Customization Options on New Website

Durham Furniture, a Canadian producer of solid wood bedroom and occasional furniture, has relaunched its PerfectBalance website,, that includes new features help customers better visualize and select from a variety of collections.

A “Customize” button on the home page provides real-time product visualization and 360-degree item rotation with zooming capabilities for customizable chests and bed selections, allowing users to view custom finish and hardware options from all angles.

Each product comes with a choice of more than 40 finishes and 17 hardware styles. 

The fresh, updated design mimics the simplified navigation of the recently redesigned Durham Furniture website,, which features enhanced search capabilities, allowing users to search by category, collection, style or size.

“Quick customization is key for consumers today,” said Luke Simpson, president and CEO of Durham. “The new technology featured on our revamped website offers remarkable rendering speeds and provides consumers and our growing customer base of interior designers with the tools they need to make their custom order selections quicker than ever before. In addition, our retailers will benefit from being able to present more product choices in a much smaller retail footprint virtually through the website.” 

Fully optimized for all devices, the site also features social media buttons for consumers to post their custom designed pieces to Facebook, Twitter, Pinterest and other platforms they enjoy using. In addition, “email,” “print” and “favorites” buttons make it simple to save favorites, email pictures to friends or print a copy of a product photograph.

The “Where to Buy” feature makes it easy to find the nearest retailer and helps drive consumer traffic to Durham dealers, the company said.

“The investment we have made in our PerfectBalance Collection is yet another step in a larger strategic plan that will continue to unfold as we promote our position in the marketplace as a leading solid wood furniture producer in North America,” Simpson said.  “It speaks to our ongoing commitment to increase demand for Durham Furniture products and to direct consumers to dealer stores.” 

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Jane Fitzgerald    3 years ago

I have sold Durhams' Perfect Balance since it was introduced to many different clients in medium to high end Furniture stores. Amazing product fits into many styles.
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