Our story

94 years of making things. Six years of selling them direct.

Frank Chervan founded our company in 1932 to build furniture frames. Four generations later, the same factory in Roanoke, Virginia builds finished furniture for hospitals, hotels, offices — and, since 2020, for your living room, with nobody in between.

How we got here

1932
Frank Chervan founds the company in Ravenna, Ohio — quickly the go-to source for premier furniture frames.
1948
As the industry shifts south, so do we: a second plant opens in Bedford, Virginia.
1994
We invest early in CNC — leading domestic CNC shaping, sanding, and 5-axis routing.
2006
A plant in Roanoke, Virginia extends our reach from rough-cut lumber all the way to finished product.
2020
Txtur is founded to bring commercial-grade craftsmanship directly to the people who live with it.
Today
One vertically integrated factory in Roanoke, two showroom galleries, two restaurants, a hotel — and no middlemen.

Why direct

Buying furniture is broken. So we removed the parts that break it.

Traditional furniture passes through a manufacturer, an importer, a distributor, a retailer, and a showroom — each adding margin and subtracting accountability. We turn raw materials into a finished product and ship it from our factory to your family room. The money you spend goes directly to the American craftspeople who built it, and to the best materials that go into it.

Our customer service team sits in the same building as the upholstery line, the rough mill, and the frame shop. If you have a question about your sofa, the person answering can walk over and look at it. You are not buying from a salesperson — you are working directly with our 100+ craftspeople, with more than a thousand years of combined experience, to get what you really want for your home or business.

Come see the difference

What we believe

Five principles we actually run the company by.

The Truth is Inevitable

Time always leads to the truth. There is no upselling, smoke and mirrors, or magical branding that holds up over time unless it is supported by reality. We choose to simply be what we say we are, and wait.

Direct is Better

Our customer service sits steps from the assembly line, and the money you spend passes directly to the American craftspeople who make your furniture. We put more into the product and cut out the costs that gum up the traditional value stream.

Everything Happens in Context

We build furniture to fit your life, and a business model — Upcycle — that gives you freedom to change. Sustainability through circularity, designed for the context of the time and your happiness.

Only Do Well From and While Doing Good

Manufacturing left America because it is hard. We think everyone deserves a chance to make a decent living, including those better at making things than at service, finance, or tech — and those who need a fresh start.

The Little Things Are Not Little

Every conversation in the plant ends with "thank you," even the hard ones. When your delivery arrives with a note and a pair of safety scissors, we hope you feel that we are paying attention.

Sustainability, without the buzzwords

A "green" product in a landfill is not a solution.

Americans throw out more than 12 million tons of furniture and furnishings each year. Our answer is Upcycle: we build furniture that is designed to come apart in our plant, take it back when your life changes, remanufacture every surface, and credit you toward the next piece. The materials keep their value; the planet keeps its landfill space.

We also believe doing good includes the people on our floor — fair work for people who are better at making things than at service jobs, and a real second chance for those who need one.