Daily News
From Home Furnishing Business
Durham Enhances Catalog, Offers Customization Options
December 22,
2017 by Jane Chero in Business Strategy, Industry 
Durham Furniture has revamped its PerfectBalance catalog with phase two updates as part of the company’s recent initiative to enhance the marketing and sales support materials for its PerfectBalance collection, which underwent a major website redesign in September of this year.
The updates will help customers select from the numerous collection styles and sizes available in the program including more than 40 finishes and 17 hardware styles.
For a consistent look and feel, the overall design of the catalog was modernized to mimic the style of the recently updated website, perfectbalancefurniture.com. In addition to the stylistic changes, the company updated the finish and hardware presentation, added new renderings with detailed dimensions for each of its 15 headboard options and three footboard options and added room scene photography pages for consumer lifestyle inspiration.
In addition to the catalog, the company has also redesigned its PerfectBalance tear pad, which serves as a helpful reference for retail sales associates and consumers on the retail sales floor.
“We have received tremendous feedback on the updates we made to our PerfectBalance website earlier this year,” said Luke Simpson, president and CEO of Durham Furniture. “The updates to the catalog, tear sheets and POP materials were the next logical step in providing our dealers with a complete toolbox of easy-to-use sales aids to help make custom order selections at retail quicker than ever before.”
Simpson continued, “Our new website, combined with the catalog and tear sheets allow our retailers to present more product choices in a much smaller retail footprint, which maximizes their ROI in the collection.”
“Like all of Durham’s collections, PerfectBalance contains no veneers or plywood. Made of solid maple, complete with soft close drawers and bed storage options, making PerfectBalance your own has never been easier,” he added.