- About Us
About Us
DIR Store thinks the area you operate in speaks much about your service. The quality and comfort of your furnishings are important whether you run a busy salon in Birmingham, manage a high-end barber shop in London, or start a new med-spa anywhere in the UK or beyond.
That's where we fit in.
For more than 18 years, DIR—short for Dream in Reality—has been assisting company owners in realising their goals. From our beginnings in the UK to our expanding presence in Europe and Unite States of America, we have remained focused on one thing: creating well-designed, durable furniture that works as hard as you do.
What We Do
We create and produce premium salon furniture such as salon chair, backwash unit, styling units , and barber chair, barber station together with fine made beauty bed, and electric treatment bed for professionals in all sectors. Every product is designed at our UK-based office with deliberate attention to both use and design. Our selection covers everything from contemporary manicure tables, fully adjustable electric treatment beds, vintage barber chairs, pedicure chairs and electric salon backwash units to welcome reception desks that provide a wonderful first impression.
Choosing beauty furniture is not only about appearance. It's about designing a space that suits you, your employees, and your customers. Our products are therefore made to fit the needs of real-world professionals using robust materials, careful design, and tailored finish choices to fit your brand.
Why DIR?
Our people are what change things; our products speak for themselves. Working with DIR goes beyond simply purchasing a salon chair or a beauty bed. You have access to a team that is aware of the requirements to create and operate a successful service area. Our designers and consultants can assist you with layout planning, product recommendations, and creative input. From starting your first store to redesigning your tenth, we spend the time to grasp your needs and lead you through the procedure. Our efforts also speak for themselves. Our UK based in-house customer support staff is always available to assist with any enquiries you have before, during, or after your order; every product comes with a one-year manufacturer warranty.
Where You’ll Find Us
Our two primary DIR UK showrooms—one in Birmingham and one in London—allow you to view our furniture in person, try various models, and speak with our staff directly. Our website provides a complete product range and simple access to our design help services for customers farther away.
We're only a phone call or message away, regardless of your location.
Let’s Build Something Beautiful
Your company is one of a kind, and your furnishings should be as unique as your company. From timeless and classic to sleek and contemporary to something completely your own, we are here to help you realize it. DIR doesn't simply provide your area; we also help you mould the experience your consumers will remember.
Contact Us
Have questions? Need help designing your space? We’re here to make the process smooth from start to finish.
Visit us online at DIR Store to explore our full range of products, request a consultation, or contact our team. Whether you're furnishing a new salon, upgrading a treatment room, or just need advice on your next purchase, we're ready to support you.
Let’s discuss your vision and how we can help bring it to life.
