Sam Morfitt, Managing Director of COKU Home – a sustainably sourced furniture supplier and retailer, talks about its rapid growth, commitment to sustainability and why the industry needs to shift away from ‘fast furniture’.
Meet Sam
I am the Managing Director of COKU Home. I share directing responsibilities with Steve Morfitt. My focus is on design, marketing, web development, product development and launching new products. Steve manages operations, logistics, accounts and customer service.
I’ve always been a very creative person and wanted to do something that could capitalize on that. I’ve always loved architecture and interior design, so this was the perfect place. We came up with the idea in 2018 after I graduated from university with a degree in biomedicine. I had two friends from university who were already in the furniture industry and they were doing very well, I was inspired by their story and decided to enter the furniture industry but in a different direction so as not to compete directly.
Steve and I decided on the direction and brand name, then spent the next six months planning and investing in inventory. 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 have hit a bump in the road due to the COVID-19 pandemic and have had to suspend many of our operations due to high material and shipping costs.
In addition, many of the factories we worked with closed their doors during that period. In October 2021 we moved to new premises in Thornbury, where we have essentially relaunched. We outgrew that location in about a year and ended up having three warehouses in that location to meet our demand and capacity needs. In April 2024, it was time to upgrade to a much larger site, and we’ve been there ever since – in fact we’ve almost outgrown that site too.
Recent investments?
We have recently moved to a much larger warehouse and continue to invest heavily in new products and ranges. We expect to be at full capacity by the end of the year and will need to expand again. Our growth has been unprecedented.
Future plans?
We aim to expand our offerings in the furniture industry, which offers limitless opportunities. Our focus remains on designing and developing high quality and unique furniture that will appeal to our customers.
What is your mission?
Our goal is to be a leading brand in the solid wood furniture industry. We are encouraged by the market’s reception of our designs, and we even notice that competitors are emulating our methods.
Regarding sustainability, what is your work on this topic?
At COKU Home, sustainability is deeply integrated into our operations and ethos. We’ve detailed our comprehensive sustainability practices, which highlight how we reduce our environmental footprint. Below are the main aspects of our commitment:
Material selection: We use mostly solid wood, known for its durability, renewable potential and inherent beauty. Unlike fast furniture that relies on synthetic materials, our solid wood furniture is built to last, age beautifully and gain character over time. This ensures that our pieces are far from disposable. Ethical Sourcing: We strictly ensure that all wood used in our products is legally sourced. We strive to seek out and prefer partnerships with suppliers that are FSC certified or those on a clear path to certification, reinforcing our commitment to responsible sourcing. ECO-FRIENDLY PACKAGING: Recognizing the environmental impact of packaging, we use FSC certified paperboard for all of our hardwood product packaging, reinforcing our commitment to sustainable practices. Innovation in Manufacturing: Our partner factories are leaders in sustainable manufacturing. They use sawdust from cutting wood to create pellets that power their spice plants. This not only reduces waste, but also showcases the potential of the closed-loop manufacturing process. Renewable Energy: These facilities are largely powered by solar energy, which significantly reduces our dependence on fossil fuels and underscores our commitment to renewable energy. Reforestation and biodiversity: For every tree used in the production of our furniture, we ensure that more are planted in return. These reforestation efforts not only offset our use of materials, but also help restore the ecosystem and enhance biodiversity. Community and Ethical Practices: Our factories are not just production sites; They are centers of community and philanthropy. They provide thousands of employment opportunities, including for individuals with disabilities and disabilities, promoting inclusivity and supporting local communities.
Our commitment to sustainability is a cornerstone of our philosophy at COKU Home, ensuring that we not only provide great furniture, but also contribute positively to our planet and its people.
How was the recent work?
We have noticed a major shift in interior design trends, with an increasing preference for natural materials in living spaces. While the previous trend leaned heavily towards white glossy finishes and faux leather in neutral tones of white and grey, current trends are embracing a warmer, richer color palette.
Homeowners are now incorporating more eye-catching and decorative elements into their interior designs, such as bouclé and corduroy fabrics, along with warm colors like olive green and burnt orange. In terms of materials, solid wood remains the favourite, with natural and walnut tones being particularly popular.
This move toward more tactile and visually warm materials indicates a desire for living spaces that feel more private and comfortable.
What would you change in the industry?
The industry needs to move away from “fast furniture” and embrace sustainable, durable furniture that can be passed down through generations. We focus on high-quality solid wood construction to support this change.
What challenges are you currently facing and how are you overcoming them?
High shipping costs are a major challenge, impacting our margins. We strive to absorb these costs to continue providing great value to our customers without compromising on quality or service. Once these prices fall, we will be able to invest these savings in new designs and a wider range of products.
Why do you think customers choose your business?
Customers choose COKU Home for our unique and exclusive designs and competitive prices. Our commitment to quality is evident in our products and is backed by over 1,000 five-star reviews. Our exceptional customer service also sets us apart in the market.
We are proud of our growth from a humble beginning in a shed to a major distribution center within just a few years. Our journey reflects our commitment to innovation and quality, and we are excited about the future.
www.coku.co.uk
