Daily News
From Home Furnishing Business
Durham Marks 120 Years, Celebrations Kick Off at HP Market
April 1,
2019 by Laurie Northington in Business Strategy, High Point, Industry, Market 
Durham Furniture, a Canadian manufacturer of solid wood bedroom and occasional furniture, is kicking off a year-long celebration of its 120th anniversary at next week’s High Point Market, debuting initiatives to reach new audiences, a new logo, and tagline “A New Era of Solid Style.”
“Over the last several years we have embarked on a journey to transform our product portfolio to include more contemporary designs with cleaner lines to reach the millennial consumer and as our product line continues to evolve, our brand must evolve with it,” said Luke Simpson, president and CEO of Durham Furniture. “Our new marketing initiatives are designed with a modern, streamlined look and feel, which not only reflects the new style direction of our product portfolio, but is also the visual style that best resonates with our broader target audience.”
In addition to the logo, the company is launching an advertising campaign with the new branding elements and a social media campaign that will creatively chronicle its 120-year history using hashtags such as #OnThisDay, #DidYouKnow, and #ThrowbackThursday.
While the company sees great growth among the burgeoning millennial consumer, the new efforts were also designed to reinforce ties with current customers by raising awareness of the company’s longevity and reliability.
“This important milestone in our history says a lot about who we are, how our products are made and the confidence our retailers, interior design partners and consumers have in us,” Simpson said. “We recognize where we’ve come from and we’re now also laying the foundation for future generations of homes furnished with custom-built Durham Furniture. This anniversary is the springboard for new things to come at Durham Furniture.”
A timeline highlighting key milestones throughout the company’s history will also be unveiled at the upcoming High Point Market. Durham Furniture’s showroom is located in space G-1082 of the International Home Furnishings Center.