DURHAM FURNITURE LAUNCHES NEW RIGHT-SIZED PROGRAM; PERFECTBALANCE BY DURHAM FURNITURE™ OFFERS ENDLESS CHOICES AND LIFESTYLE FLEXIBILITY
Right style. Right finish. Right size.
DURHAM, ONTARIO, April 21, 2012 – PerfectBalance by Durham Furniture™ has its eye on helping the consumer create a sense of harmony and unity with furniture in her choice of styles and finishes, in a size that fits in today’s homes and lifestyle trends.
As a new stand alone program, the eight new PerfectBalance collections deliver the same solid wood craftsmanship, quality and delivery that define the 113-year-old Durham Furniture Inc. What makes this program different is its focus on allowing the consumer to virtually create her own bedroom furniture that is the right style with the right finish in the right size.
Specifically, PerfectBalance introduces eight distinct bedroom collections, available in up to 17 finishes including aged wheat and light brown, mid-brown and mid-cherry and paint colors to darker merlots. The 17 hardware choices range from antique bronze and brushed nickel to wood. Most of the beds include options for under-bed storage for each bed – twin, double, queen or king size. All include the proprietary Fortress Finish with under-mounted, self-closing drawer guides, popular with today’s younger generations. A unique storage lift bed rounds out a broad selection of bed styles and sizes. And, all collections are right sized for real bedrooms.
“You love your space when all of the elements of design come together in a perfect balance,” says Gord Dilworth, Durham CEO. “Fashioned for apartment or condo living, a family in an older or new smaller home, a vacation home, a teenager ready for grown-up furniture, or the mature lifestyle of townhome living, PerfectBalance offers unmatched lifestyle flexibility for right-sized homes.”
Taking a cue from the housing trends which show that the average American home size has dropped from 2,700 sq. ft to under 2,400 sq. ft., while the average Canadian home has dropped from 2,266 sq. ft. to 1,980 sq. ft. PerfectBalance offers collections covering all major design categories, from contemporary to traditional, to suit every lifestyle and every life stage.
“How often have you heard a consumer say, ‘I just love that style, if only it was in a different finish’? Or, ‘I love that collection, if only it would fit into my bedroom’,” adds Dave Pinamonti, Durham vice president of business development. “PerfectBalance is based on consumer research as our answer to personalization and the trend towards smaller homes, condo living, both younger lifestyles and an aging population that is downsizing.”
The new program will include a full package of branded collateral materials for dealers, including point of purchase displays, a dedicated catalog binder with inserts for each collection, consumer marketing piece and product photography for local marketing.
The positioning of PerfectBalance is an entre into consumer marketing for Durham and designed to speak directly to consumers shopping in dealer stores.
“We make it easy for her to choose the style, the finish, the hardware and under-bed storage so she can essentially create her own style and have the perfect balance in her home,” Pinamonti says. “The end result is that when we help her achieve that PerfectBalance, she will love her space.”
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Since 1899, Durham Furniture has been committed to making solid wood furniture of exceptional quality, design and enduring value. With a proven legacy of integrity and dependability, Durham, a winner of numerous design awards, is among the premier bedroom and occasional furniture manufacturers in North America. The Durham brand also includes Solid Choices offering 25 finishes for some pieces and collections, and PerfectBalance, offering furniture that is the right style, right finish and right size. All furniture is crafted at the Ontario, Canada plant using lean manufacturing methods, while still relying extensively on the human touch.