Upholstery brand Duresta has announced the opening of a new 3,000sqft showroom displaying the entire product range in Harrington Mill, Long Eaton.

The showroom is designed to be a key sales aid for its retail partners, and will be staffed by two fully trained employees, Monday – Friday, who can advise and assist consumers, sent by retailers to select models, fabrics and trims, without the pressure of a sales environment.

Duresta’s former showroom was situated at its old factory in Long Eaton, which closed when the group moved production to its state-of-the-art factory at nearby Castlewood.

“Historically Duresta’s showroom attracted 25–30 consumers through every week sent by retail partners and enquiries generated from our website,” said Chris Everist, Commercial Director for Duresta and sister brand Parker Knoll, which also has a separate showroom within Harrington Mills.

“Opening the new showroom at a time when our production is starting to benefit from the efficiencies of working from a modern factory, and lead times having normalised to 12-14 weeks, is a wonderful opportunity for our retail partners to promote with confidence the Industry’s best loved Luxury brand.”