Daily News
From Home Furnishing Business
Durham Launches ‘Solid Accents’ to Highlight Occasional Pieces
June 19,
2018 by Jason Schneider in Business Strategy, Designer Weekly, Industry 
Durham Furniture has rebranded “Solid Choices” to “Solid Accents” to better describe its assortment of customizable occasional and accent items.
In addition to changing the collection name, the company has also developed new catalog pages and updated their website.
Known primarily as a solid wood bedroom manufacturer, Durham Furniture also produces a comprehensive assortment of accent items, including occasional tables, writing desks, hall chests, multifunctional consoles, mirrors, and benches and has recently placed greater emphasis on developing new occasional collections, with four new groups debuting 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,” said Luke Simpson, president and CEO. “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 customization 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 that the company touts as a competitive advantage, especially for the occasional category, which has largely shifted to imports with limited custom options.
The rebranded catalog was modernized to mimic the style of the recently updated PerfectBalance catalog and website, 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 catalog and website 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.”