CURRENT ISSUE
| Cover Story |
| Columns |
| Growing Its Business |
| Cover Story | |
| By Kirsten Srinivasan | |
| Wednesday, 01 March 2006 | |
 Duralee is moving its showroom in Dallas and pursuing other space in locations like New York, Chicago and Los Angeles. “The Boston showroom has already been completed, and has had fantastic reviews,” Gordon says. “Our concentration right now is specifically on growing our showroom business,” Gordon says. “We have 12 corporate showrooms across the country, and are in the process of increasing each one of those showrooms to about 5,000 square feet.” Duralee is moving its showroom in Dallas and pursuing other space in locations like New York, Chicago and Los Angeles. “The Boston showroom has already been completed, and has had fantastic reviews,” Gordon says. The main showroom in Boston displays “remarkable color and ingenuity,” according to the company’s description. “With a convenient layout of wing bays, new memo room, library of sample books, trimming display kiosks and generous natural light, architectural elements wrap the showroom and create the backdrop for the extensive new furniture displays that include a selection of over 60 upholstered and case pieces from the exclusive Duralee Fine Furniture collection.” The new Boston showroom also highlights Highland Court, Duralee’s luxury brand in an adjacent boutique-style showroom that is approximately 1,800 square feet. “We are putting emphasis on the continued growth of our furniture brand,” Gordon says. Duralee offers a rare combination of capabilities. The company was the first in the country to provide a single source of both fabrics and furniture frames, Gordon asserts. “We have 650 SKUs in our furniture line, and we ship out of our own manufacturing facility in North Carolina,” she says. Running the Gamut Duralee introduced Highland Court – its luxury fabric brand – in 2001. M.J. Ramos, director of woven products, heads up that product, as well as its creative direction. “Since Highland Court’s inception, it has done nothing but grow, grow, grow, and has been an incredible leader of our company as far as growth in dollars,” Gordon notes. “There is a need in the marketplace for this type of product. We compete on a color, design, price and quality level.” Gordon says Duralee tries to run the gamut and offer a wide range that lends itself to all categories. “From Contract, to Pavilion, our indoor/outdoor collection, to the luxury of Highland Court, a characteristic of all Duralee designs is versatility,” Gordon states. In addition to fabrics and furniture, Duralee has introduced several different product lines for trimming during the past year and a half. “We just came out with the Highland Court trim collection,” Ramos notes. “It’s unique, beautifully packaged and styled. The color combinations are fun and innovative. It’s very different from anything we’ve done.” The company is constantly developing new looks. “We are in the process of working on another two or three trim collections in the next year or so,” Ramos adds. “Each is different, so it keeps it fresh. “I think one of the things that has delighted our customers is seeing these products that they are not seeing anywhere else, season after season,” Ramos adds. Listening to Customers The company continues to create and grow its line of products based on the feedback from its end-users and sales force, Gordon says. Duralee has 300 employees and benefits from the flexibility that comes from its privately owned status, according to Gordon. The family owned company is at a size where it can react quickly to the needs of customers, Gordon asserts. “We get product out to the marketplace faster than anyone in the industry,” she adds. Duralee also selects accents for each book and tries to make them “user friendly” for interior designers so that they can use Duralee as a “one-stop shop within any style category,” Ramos says. Creative Culture “What’s special about this company is that there is just unbelievable energy here,” Gordon states. “Duralee prides itself on its personal service. It’s positive in that you’ve got a very incredible, well-trained sales force out there still showing product and talking to the customer about the product, not just delivering books. We are trying to help designers do their jobs. The people who work for Duralee all have a passion for the company.” Ramos says the company is a fun place to work and fosters creativity. “We also have a really wonderful atmosphere at the design studio,” Ramos notes. “Music is playing. Customers, as well as the editors of different publications come in, and we show everybody what we are working on. It’s a very open environment. “I think that [openness] is just part of this idea of there being a good energy,” Ramos emphasizes. “When you are doing something creative and you are proud of it and happy about it, you want to show it to people and that is part of what we do.” |
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