Family-run interiors shop Seymour’s of Darlington counts Hollywood film stars as well as locals among its customers – and now is the time to pick up a bargain. As the outlet holds its January sale, Ruth Addicott discovers its attractions.

IT’S easy to miss Seymour’s, under the Covered Market in Darlington. But there it is, tucked away in the market square, with rolls of fabric and pillows on display outside. And it has Hollywood A-listers, royalty and celebs on its books.

Established in 1953 by former market trader and retired showbiz star Seymour Borlant, Seymour’s of Darlington is one of the few independent family-run businesses still thriving in the town.

Now run by Seymour’s son, Jeremy, the shop has gone from strength to strength in the past 57 years, building a reputation for high-quality products, many of which are difficult to find outside London.

“People pass our shop every day, not realising what a unique business it is,” says Jeremy.

“You wouldn’t believe – we’ve got hand-made bed coverings and £1,000 duvets down here.

We’ve been in this location for more than 50 years, and although it may not be where you would expect to find such a store, the large premises and parking directly outside suit us perfectly. And when people do venture in, they are amazed.”

Thanks to the launch of its website, sales have stretched worldwide, and Seymour’s supplies some very high-profile customers. A Hollywood actress ordered pillows to be sent over to her in New York, while a local aristocrat had two sofas refurbished for his billiard room. The shop also regularly supplies goods to five-star hotels and restaurants.

Seymour’s stocks a number of exclusive, high-quality brands, including Zimmer and Rohde, Osborne and Little, as well as bedding, towels, robes and fabrics from better-known designers such as Ralph Lauren and Missoni.

Bed and bath linens cover all price brackets, with clearance bargains and department store surplus available for a fraction of the usual price.

What began 54 years ago as a small market stall selling fancy goods is now a specialist interior design and home furnishing store, with experienced and knowledgeable staff always on hand to offer advice.

Jeremy says the mistake most people make when they’re re-designing their homes is not having their own input. “I see a lot of designers who have made one home exactly the same as another,” he says. “The mistake a lot of people make is to go along with what they’re given and not think about what they want.”

Jeremy’s advice is to steer clear of fads and “trendy” colours which can date very quickly and not to blow your budget on the most expensive products while leaving nothing to pay for design detail and the highest quality workmanship.

“Design detail is what you do with the product,”

he says. “It could be a contrasting border on a curtain or bedspread, an inset, eye-catching trim, or simply the fusion of two or more fabrics. Using a less expensive fabric and being clever about what you combine with it creates a one-off finished product exclusive to you, something no one else has.”

Jeremy has been at the helm for more than 15 years and has steered the company through difficult financial times as well as launching an online store for customers who prefer to shop from the comfort of their own homes. The site features the bedding and homeware products that are available in the shop and more, including UK-made 100 per cent Siberian goose or Pyrenean duck down-filled duvets and pillows; New Zealand wool pillows; Italian-made Egyptian cotton bedding and Porta Romana lighting. Seymour’s is also one of the biggest retailers in the UK of Brinkhaus, widely regarded as one of the leading pillow and duvet brands in the world.

As well as being able to provide bespokesized cotton bedding on request, the shop has a great range of home accessories, linens, wallpapers and fabrics, featuring many well-known brands, from Ralph Lauren and Yves Delorme to Kylie Minogue.

Jeremy says there is something for all budgets and is a firm believer that you don’t have to spend a fortune to have a beautifully designed home.

■ Seymour’s of Darlington, 1-3 East Row, Darlington, County Durham, DL1 5PZ.

Tel: 01325-355272 or visit www.seymoursofdarlington.co.uk