Urban Woods goes green with line of reclaimed fir
By Thomas Russell -- Furniture Today, March 25, 2007
Van Nuys, Calif. — When it comes to selling case goods, Urban Woods is taking a different route from most suppliers.
For one, the company makes its bedroom, casual dining and occasional goods from reclaimed Douglas fir taken from old buildings in Los Angeles. And it produces the entire line in a plant in the same city.
The company, which formed late last year, introduced the rustic-contemporary case goods line at the January Las Vegas Market. Urban Woods also sells upholstery made with organic cotton fabrics on frames made with wood taken from the same old buildings.
A typical bed in the line retails for about $2,200, a dining table at $1,200 to $1,400, and chairs at $400.
Trevor Webb, who co-owns the company with his wife, Anne Gogstad, said the line placed well in Las Vegas among small independent dealers, mostly from the West Coast. It also drew some interest from larger dealers and catalog companies.
The company plans to show at this week's High Point Market, but didn't have a space lined up at press time.
In an industry loaded with imported product, a domestic case goods venture could be considered risky. But Webb said he believes there is an audience for the product, particularly among retailers and consumers seeking more environmentally friendly wood alternatives.
He and his wife also have previous industry experience. They ran a furniture import company called Eclexion Designs from around 1991 until they sold it in 1998. Eclexion sourced a line of neoclassic wood bedroom, dining room and occasional, primarily from Indonesia.
Because of a non-compete clause in their sale contract, they worked for a tire recycling company for a time before deciding to get back into furniture.
"We have always liked furniture," Webb said, adding that he enjoys the design process. "It is a fun business."
He said Urban Woods originally planned to source goods from Indonesia. But in visiting the country during the planning stages for the business, Webb became concerned about the scarcity of raw materials and the pollutants generated by shipping lines.
Drawing on his interest in and knowledge of recycling, he learned of a supply of wood available in old buildings being demolished in Los Angeles. He said the wood is 60 to 80 years old, has durability and a nice grain pattern — and isn't likely to run out any time soon.
"We have aligned ourselves with some demolition companies and they assure us there is more than enough wood," he said.
Urban Woods now operates a 7,000-square-foot plant that employs 10 workers. But based on the reaction to the product thus far, Webb expects the operation will have to grow.
"We will need to expand right away," he said, adding that the company has room to grow its downtown operation.
While imports are a challenge, Webb also is confident he has enough of a niche to continue his business model moving forward.
"Our prices are not as low as Chinese importers, but we have a special product," he said. "If people want a green product, it's like organic foods. You have to pay a premium for it."
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