About Us

Dir is one of the leading and prestigious ‘Salon & Beauty’ furniture companies in the world. The main head office is located in Birmingham and with the benefit of its central location is also the site of our domestic and international warehouse & distribution depot. Dir has showrooms in Birmingham, London and Manchester in the UK. The Cologne Showroom is trading under Dir GMBH as subsidiary of Group in Germany to support the sales in Europe. In the near future these showrooms will be accompanied by the showrooms in Madrid, Paris and New York on the international market. At present the sales for the group have reached 102 countries across the globe.

Dir Investment Ltd has a comprehensive yet specific remit: to analyse, advise and assist all Dir companies on every aspect of their financial management and international investment. This has been achieved thanks to the clear focus of the highly experienced management team to build and maintain the strongest professional relationships with every Dir Company to ensure they receive the best advice & business solutions in order to achieve their strategic goals.

Dir acquired their first factory in China: after large scale restructuring, training and investment, the factory started to produce high quality styling chairs, barber chairs, backwashes and facial beauty beds. Dir then purchased a second factory and invested in restructuring the 256,100 square foot building with 20 Millions CNY Capital in 2001 to become their international standard workshop for production of reception desks, nail stations and styling units. Under the new management system, Dir factory achieved CE. ISO9001:2008, the first enterprise in the ‘Salon and Beauty’ sector to obtain this Industry standard. This clearly demonstrates the Dir continuously strives to not only meet existing quality standards but also exceed them. Dir made its first venture outside of the ‘Salon & Beauty’ industry by founding Dir Europe Ltd. Dir Europe Ltd utilizes its own fleet of transport to provide specialized delivery services across the UK and Europe. This again demonstrates Dir International Ltd’s commitment to deliver the highest quality of service in every aspect of its operations and its dedication to integrity, confidentiality and professionalism in everything it does.