Dream In Reality Group


Dream In Reality Group is one of the leading and prestigious ‘Salon & Beauty’ furniture companies. At present the sales for the group have reached 102 countries across the globe. The main head office is located in Birmingham and with the benefit of its central location it's also the site of our domestic and European warehouse & distribution depot. D.I.R has showrooms in Dublin, Birmingham and London in the UK. The Cologne Showroom is trading under DIR GMBH as subsidiary of Group in Germany as well as Paris showroom to serve the European clients. D.I.R made its first venture in America by founding DIR America. DIR America Cooperation utilizes its own distribution depot to provide specialized delivery services across the America and Canada. This again demonstrates D.I.R’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.

DIR Investment Ltd has a comprehensive yet specific remit: to analyse, advise and assist all D.I.R 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 D.I.R Company to ensure they receive the best advice & business solutions in order to achieve their strategic goals.

D.I.R 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. D.I.R 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, D.I.R factories achieved CE. ISO9001:2008, the first enterprise in the ‘Salon and Beauty’ sector to obtain this Industry standard. This clearly demonstrates the D.I.R continuously strives to not only meet existing quality standards but also exceed them.