Member Article

Luxury manufacturer opens door to bespoke showroom

Mirfield-based bespoke doormaker Deuren has opened its brand new on-site showroom, in readiness for further growth and the unveiling of its latest product lines.

Since bringing its manufacturing operations in-house in 2014, the company has crafted more than 7,000 doors, with the new showroom opening marking the latest significant phase in the company’s in-house expansion.

Spanning 2,000 sq ft, the display space will showcase 26 products from Deuren’s luxury internal, external and garage door ranges – including new additions that are set to launch this month.

As well as highlighting the material, configuration, hardware, finish and security options on offer, the showroom will enable customers to interact with the doors and test the different mechanisms available. Its adjacency to the fully operational on-site workshop also means that visitors will be able to witness Deuren’s craftsmanship in action.

In addition to the display area, the new space also comprises a meeting room, toilets and a staff kitchen.

Commenting on the new showroom, founder and managing director of Deuren, Ian Chubb, said: “With our customer base expanding both nationally and internationally – especially in the US and Channel Islands – the need for a dedicated display space for our doors couldn’t be ignored for much longer.

“We wanted a showroom that would demonstrate the potential that exists when it comes to bespoke design and manufacturing. And this new space definitely achieves that. Before, it was only at exhibitions that customers could really test our doors, but now they can visit our site and truly get a feel for our products and the craftsmanship that goes into them.”

Alongside the launch of its new showroom, Deuren has also enlisted the expertise of neighbouring digital marketing agency The Bigger Boat to overhaul its website.

Through migrating the site to a new content management system, it now has an improved layout to enhance the user experience and simplify the enquiry process. Integrating the website into Deuren’s CRM system has additionally granted the company greater insight into the customer journey, to help drive campaign strategy.

Elaborating on the website overhaul, The Bigger Boat’s creative director Doug Main commented: “The main objective was to put more focus on the design of the doors themselves, in order to increase visual impact online. Alongside the new showroom, the website is another key avenue for prospective customers to see the quality and luxury of Deuren’s products.

“User experience is central to this, so we’ve simplified the layout and enquiry process. Plus, by plugging a new CRM – Zoho – into the site, we’ll be able to better understand which keywords and channels are attracting the most traffic, and it will be far more straightforward for the sales team to keep a record of customers and order status.”

This was posted in Bdaily's Members' News section by Katie Mallinson .