Heating and plumbing merchant Flame Heating Group has opened a 4D bathroom design showroom in Durham following a £100,000 investment.

The new showroom, located at Flame Heating’s Durham branch on Dragonville Industrial Estate, allows customers to view their tailored bathrooms, complete with the products and features they have selected, through a virtual reality headset.

The 1,500 sq ft site is the first 4D bathroom design showroom in the North East city.

“We have embraced new technology to create a customer-orientated experience with the 4D design capabilities and extensive product range available, featuring some of the industry’s well-renowned brands,” Flame Heating Group’s managing director John Savage said.

“Further expansions are in the pipeline as we continue to invest in our branch network and people. There is plenty of potential at many of our sites in the region to incorporate showrooms, and this is something we will be looking into, which will create more jobs and increase our presence.”

Flame was established in 2011 with a single branch and currently operates eight branches across the North East.

The company has plans in place to expand a number of its existing branches to incorporate showrooms.

Simon Mann, investor director at Flame’s Durham branch, said: “Flame has been well established in Durham and this latest development is an exciting time for the company, as we branch out and enter new markets.

“We are also proud to be the first firm in the area to offer a bespoke 4D design service, which will revolutionise the selection process for customers by offering a more personable experience when creating their ideal bathroom suites.”