Durham Furniture Partners with Intiaro on 3D Strategy, Tools to Enhance New Website and High Point Showroom

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3D tech company Intiaro and case goods manufacturer Durham Furniture have partnered to launch a state-of-the-art 3D visualization tool at the upcoming High Point Market.

From Durham Furniture’s new showroom at 220 Elm, space #204, technology by Intiaro will debut within Durham’s brand-new website which will be live opening day of market, October 22.

Among the most advanced in the industry, the tool provides high-quality 3D models of more than 95% of Durham’s products, with 4K zoom and 360-degree rotation functions. All models are configurable with the ability to change finishes and hardware options.

Durham CEO Luke Simpson said, “Intiaro has been a valuable partner in this venture. Durham set out to have a best-in-class 3D configuration tool, with realistic finishes, encompassing our complete product line. Our early on conversations with vendors highlighted the extensive process this would be, and that a proper result would position us as a leader in the case goods field with regards to online configuration. Intiaro was willing to accept the challenge.”

The 3D visualizer and configurator is integrated into Durham’s all-new website developed by VanNoppen Marketing of Morganton, N.C. The site includes a proprietary dealer portal with all the 3D configuration options available on the forward-facing website in addition to wholesale and retail pricing, order entry, shopping cart, claims, enhanced sales reporting and analytical tools, and account and dashboard control for retailers.

Intiaro CEO Pawel Ciach said, “What we’ve accomplished together with Durham is important because it demonstrates the opportunities for case goods and other home furnishings categories beyond upholstery to empower their sales force and consumers for an overall better buying experience by making it faster, easier and reducing errors and returns.”

The new 3D technology will optimize the presentation of Durham’s extensive line-up of bedroom and occasional furniture during fall market, as the company has downsized to a 3,000-square-foot showroom from 12,000. Kiosks located strategically in the space will provide access at the fingertips to high-resolution 3D product visualization and configuration tools.

“We believe the technology is game changing for a manufacturer who provides as many options as Durham does for the majority of our bedroom and occasional pieces. Combined with our new website, retailers working with guests will be able to easily answer questions, fill carts and create an image of the bedroom or occasional pieces based on their selections in real time,” said Josh Alexander, Durham vice president of sales and business development.

Durham and Intiaro will co-host a technology and showroom launch party on Friday, Oct. 21 from 4-6:30 p.m. in the Durham space #204 at 220 Elm.


About Intiaro

Intiaro Inc. is a leading provider of 3D visualization and augmented reality technology, specializing in the home furnishings industry. We partner with furniture brands, retailers and interior designers to integrate cutting-edge technology into their businesses in ways that lead to increased sales, higher efficiencies and more engaged, loyal customers. Based in Greensboro, N.C, we also have technology and support teams in Poland. 


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