Sam Murfitt, Managing Director of COKU Home – a sustainably-sourced furniture supplier and retailer, talks about their rapid growth, its commitment to sustainability and why the industry needs to shift away from ‘fast furniture’.
Meet Sam
I’m the Managing Director of COKU Home. I share directorial responsibilities with Steve Murfitt. My focus is on design, marketing, web development, product development, and launching new products. Steve manages operations, logistics, accounts, and customer service.
I have always been a very creative person and wanted to do something which could take advantage of that. I have always loved architecture and interior design so this was the perfect fit. We came up with the idea in 2018 after I graduated university with a degree in Biomedicine. I had two friends from university who were already in the furniture industry and were doing very well with it, I was inspired by their story and decided to enter the furniture industry but in a different direction so we don’t directly compete.
Myself and Steve decided on a direction and a brand name, we then spent the next six months planning and investing into stock. We started in a shed we built in Steve’s back garden. We received our first shipment in 2019 and have been trading ever since. We hit a bump in the road due to Covid 19 pandemic and we had to put many of our operations on hold due to the rise in material and shipping costs.
Additionally, many of the factories we worked with closed down over that period. We moved in October 2021 to a new premises in Thornbury, where we essentially restarted. We outgrew that place in about a year and we ended up getting three warehouses on that site to fulfil our demand and capacity needs. In April 2024 it was time to upgrade to a much larger site and we have been there ever since – and actually almost outgrown this site too.
Recent investments?
We have recently moved to a much larger warehouse and we continue to invest heavily into new products and ranges. We anticipate we will be at full capacity by the end of the year and we will need to expand again. Our growth has been unprecedented.
Future plans?
We aim to further expand our offerings in the furniture industry, which offers limitless opportunities. Our focus remains on designing and developing high-quality, unique furniture that appeals to our customers.
What is your mission?
Our goal is to be a leading brand in the designer solid wood furniture industry. We’re encouraged by the market’s reception to our designs, even noticing competitors emulating our styles.
On sustainability, what is your business doing on this topic?
At COKU Home, sustainability is woven deeply into our operations and ethos. We’ve detailed our comprehensive sustainability practices, which highlights how we minimise our environmental footprint. Here are key aspects of our commitment:
- Material Choice: We predominantly use solid wood, known for its durability, renewability, and inherent beauty. Unlike fast furniture that relies on synthetic materials, our solid wood furniture is built to last, aging beautifully and gaining character over time. This ensures our pieces are far from disposable.
- Sourcing Ethics: We meticulously ensure that all wood utilised in our products is sourced legally. We actively seek out and prefer partnerships with FSC-certified suppliers or those on a clear path to certification, reinforcing our commitment to responsible sourcing.
- Eco-friendly Packaging: Recognising the environmental impact of packaging, we use FSC-certified cardboard for all our solid wood product packaging, furthering our commitment to sustainable practices.
- Manufacturing Innovation: Our partner factories are pioneers in sustainable manufacturing. They utilise sawdust from woodcutting to create pellets that power their seasoning plants. This not only reduces waste but also showcases the potential of a closed-loop manufacturing process.
- Renewable Energy: These facilities are largely solar-powered, dramatically reducing our reliance on fossil fuels and underscoring our commitment to renewable energy.
- Reforestation and Biodiversity: For every tree used in our furniture production, we ensure many more are planted in return. This reforestation effort not only offsets our material use but also aids in ecosystem restoration and biodiversity enhancement.
- Community and Ethical Practices: Our factories are more than just production sites; they are centers of community and philanthropy. They provide thousands of jobs, including for disabled and handicapped individuals, fostering inclusivity and supporting local communities.
Our dedication to sustainability is a cornerstone of our philosophy at COKU Home, ensuring that we not only deliver exquisite furniture but also contribute positively to our planet and its people.
How has recent business been?
We’ve observed a significant shift in interior design trends, with a growing preference for natural materials in living spaces. While the previous trend leaned heavily towards white gloss finishes and faux leather in neutral tones of white and grey, current trends are embracing a warmer and richer palette.
Homeowners are now incorporating more inviting and textured elements into their interiors, such as bouclé and corduroy fabrics, alongside warm hues like olive green and burnt orange. In terms of materials, solid wood remains a favourite, with natural and walnut colours seeing particular popularity.
This move towards more tactile and visually warm materials suggests a desire for living spaces that feel more personalised and comforting.
What would you change in the industry?
The industry needs to shift away from ‘fast furniture’ and embrace sustainable, durable furniture that can be passed down through generations. We focus on high-quality construction with solid wood to support this change.
What challenges do you currently face and how are you overcoming these?
High shipping costs are a significant challenge, impacting our margins. We strive to absorb these costs to continue offering great value to our customers without compromising on quality or service. Once these prices come down, we will be able to invest these savings into new designs and a broader range of products.
Why do you think customers choose your business?
Customers choose COKU Home for our unique, exclusive designs and competitive pricing. Our commitment to quality is evident in our products and supported by over 1,000 five-star reviews. Our exceptional customer service further distinguishes us in the market.
We’re proud of our growth from a modest beginning in a shed to a large distribution centre in just a few years. Our journey reflects our commitment to innovation and quality, and we’re excited about the future.
