ROANOKE, Va. — Direct-to-consumer company Txtur offers a sustainable option called upcycling to consumers, allowing them to return furniture to the company for a credit towards new pieces.

“We create stylish, comfortable, truly high-quality furnishings and make ownership easy, flexible and changeable while substantially lowering environmental impact,” said Greg Terrill, Txtur president.

Terrill and his brother have owned contract company Chervan Furniture, based in Roanoke, Va., for decades making commercial and hospitality furniture. His daughter talked to him about the circular economy and the importance of keeping furniture out of landfills, and that led to the idea for Txtur furniture.

“We wanted to design furnishings where the core components don’t diminish in value,” Terrill said. “Customers can bring Txtur sofas back into the plant. We pull the covers and foam and take it back to brand new, and we don’t need to remake the frame and seat suspension. The idea is to be smart and not have material use be a one-way street.”

Inside the company’s workrooms, returned furnishings are disassembled and remade into like-new furniture in popular finish combinations and are then offered as upcycled stock for discounted sale. The process reduces environmental impact through reusing materials at their highest value, according to the company.

The furniture is designed to have a timeless feel, to go with its craftsmanship and finishes. Txtur has launched its initial offering with an array of wood and upholstered seating as well as tables. Collections fall into three aesthetic categories:

  • Urban Loft is streamlined for lovers of Mid-Century Modern in a palette of rich neutrals.
  • Ocean Sand brings a coastal vibe with white and whitewashed wood finishes and sunny, bright accents.
  • Modern Lodge offers a deeper and warmer palette such as antique brass warm tones and dark leathers.

Txtur has partnered with Crypton Home for its performance fabrics and with Moore and Giles for its aniline dyed leathers. Interior designers also can enroll in Txtur’s trade program to have the option of using COM (customer’s own material).

In addition, the company has partnered with Black Dog Salvage, a local retailer, to set up a small gallery of Txtur furnishings inside the store, allowing some face-to-face time with local consumers.  Txtur also has run several campaigns with Instagram influencers as well as purchasing limited ad buys on search engines and Facebook.

“Right now, it’s a series of experiments to see what works,” according to Terrill. “We will start ramping up once we find what’s successful.”

The company ships product to the 48 contiguous states, and each Txtur piece has a serial number so consumers can scan the number and then go to the company’s website to request to upcycle the piece. Once the piece is returned, consumers get credit towards buying new items.

“We are committed to upcycle the furniture no matter what state of repair it’s in,” Terrill said. “With the launch of Txtur, we are leveraging our domestic production capability and our expertise in design, fabrication, customer service and logistics to offer consumers a high-end furniture experience at a palatable price point.”

Txtur plans to add several additional categories of furnishings over the next year.

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