The Roanoker January/February 2022 - 14

the gist
See and touch the unique
furniture at Txtur's new
showroom.
Building Things That Last
written by Liz Long Txtur celebrates its one-year anniversary of sustainable furniture, made right here in Roanoke.
N
o doubt you've driven down a neighborhood
street and seen old furniture
on the side of the road, ready
for trash pickup. As a third-generation
furniture maker, Greg Terrill wanted to
find a solution to this kind of furniture waste.
His solution was Txtur, a simple, stylish
way to own sustainable furniture. Terrill is the
CEO, and also the owner of Frank Chervan
Incorporated, a company that has made furniture
for a variety of commercial customers
over the last 80 years. As Terrill and his
team planned for Txtur's launch, COVID-19
hit, a " bit of a blow " to the company. But they
wouldn't be deterred.
" Greg is forward-thinking, " says William
Sellari, art director at Txtur. " Instead of furloughing
people or shutting the plant down
[when the pandemic hit], he made a big investment
into residential furniture and started
Txtur. It was sort of the solution to keeping our
employees working, but there's also so much
furniture waste. "
Txtur launched their website in 2020, unsure
of what to expect, but with enough support
to validate their decision on moving forward.
Once things began to open up again,
14 JAN/FEB 2022
people began showing up at their offices to
see furniture.
" That was a conundrum, " Sellari admits.
" We wanted to be direct-to-consumer and have
everything online, but a really pretty picture
of one of our sofas, and a picture of someone
else's, the look and feel, it's not the same until
you see the fine details and touch our products.
A lot of our products need to be felt and experienced
to really be understood. "
So Txtur teamed up with Black Dog Salvage,
where potential buyers could see and
touch it. " Working with Mike Whiteside and
Robert Kulp, they got it from the start and
were early adopters, " says Sellari. " BDS has
been a great partner who understands the value
of things being sustainable. "
But the ultimate goal of their own space
lingered, and about a month before their oneyear
anniversary, the Txtur team spent a " furious "
three weeks turning part of their warehouse
into a showroom. Sellari says it's been
" fantastic " for their business, not only because
of the experience of knowing the furniture it
made, but through plant tours. Guests see the
work being made locally, some by employees
who have worked there for 65 years, others who
are 18 and starting to learn a valuable trade.
The average years of experience at their plant
is about 22 years, so Sellari says it's " part of
our ethos. "
" We even have a five-access CNC router
from Italy and a 1920 bandsaw that's been
retro-fitted to work well, which sums up a lot
about our approach! "
Manufacturing in the area largely went away
during the pandemic, but because of supply
chain issues - a frame made by a manufacturer
in Vietnam gets sent to China for upholstery,
and so on - it can be six months or more for
someone to do what Txtur can do, start to finish,
in a month. You could be enjoying your
custom furniture in as little as six weeks.
" We pride ourselves on that, " Sellari says.
" Authenticity is really important when it comes
to spending money on those kinds of things.
If you're going to make that investment, it's
good to check off as many boxes as you can.
Our furniture doesn't come in a box that you
have to assemble yourself. It comes ready to go.
Making furniture, we're in the unique position
to build things that last, rather than something
designed to have a limited or short lifespan so
you buy more. "
TheRoanoker.com
COURTESY OF TXTUR
http://www.TheRoanoker.com

The Roanoker January/February 2022

Table of Contents for the Digital Edition of The Roanoker January/February 2022

The Roanoker January/February 2022 - Cover1
The Roanoker January/February 2022 - Cover2
The Roanoker January/February 2022 - 3
The Roanoker January/February 2022 - 4
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The Roanoker January/February 2022 - Cover3
The Roanoker January/February 2022 - Cover4
The Roanoker January/February 2022 - VBRLife1
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