Durham Furniture Launches New Bedroom Collection, Targets Millennials

February 28, 2019  by Laurie Northington in Business Strategy, High Point, Industry, Market   

Constructed of solid maple, the 10-piece collection features contemporary, streamlined styling, a style category the company has strategically targeted to capture sales from millennial consumers.

“With its straightforward lines and contemporary details, Studio 19 opens the door to a whole new generation of consumers,” said Luke Simpson, president and CEO. “Over the last four years, we have embarked on a complete transformation of our product line, adding more modern and updated styles to our portfolio to reach the millennial consumer. Studio 19 is the culmination of this strategy as it is filling a style gap in our offering.”

“As we enter 2019, our 120^th year in business, we have exciting plans to celebrate our history, while also setting the tone for our future,” Simpson continued. “Studio 19 demonstrates our new style direction aimed towards a younger, more modern consumer, which is our blueprint for the future.”

Presented in a new Mineral Gray finish, which is a blend of contemporary silver and gray tones, the group will also be shown in several of the company’s other popular finishes, including Stone Dust, Aged Wheat and Smoke.  In addition, the collection is available in more than 50 additional finishes, allowing consumers to express their individual personalities in their spaces, a key trend with younger consumers with the rise in popularity of individualism in design. Additional contemporary design elements include sleek metal hardware in a choice of a champagne bronze or a brushed nickel finish.

The Studio 19 Collection is headlined by a poster bed with large – yet sleek – bed posts that converge above the streamlined headboard and footboard with slender rails, creating a canopy effect. The second bed is a wood panel bed with a dramatic 66-inch high headboard, which is balanced by a low profile footboard. It is characterized by a contemporary headboard design with three separated panels which are encased by a sleek frame design on the headboard. The wood grain on each of the three headboard panels run vertically to visually heighten the bed and make a more dramatic statement.

Clean, straight and minimalist lines define the case pieces in the collection, which include a three drawer bachelor’s chest, a five-drawer chest, a five-drawer lingerie chest, a three-drawer nightstand, a six-drawer double dresser with coordinating mirror and two open nightstands featuring a drawer and open shelf. One of the nightstands is available with a charging station and USB outlets. All case pieces in the collection have soft-close drawers and cedar-lined bottom drawers.

The Durham showroom is located in G-1082 of the International Home Furnishings Center.