The Story of Truewood Furniture

Inspired by the love for quality products and the finer things in life, Jaco Storm had a keen interest in Truewood Furniture and bought shares in 2009, at this time the entire Truewood factory was a mere 100m2 with only 11 workers. Truewood sold furniture to already well-established shops until we recognised there was a gap in the market and a huge opportunity to make our mark within the furniture industry, an executive decision was made to sell our products directly to the public. 

truewood furniture store

In 2010 Truewood Furniture started selling from expos within various shopping malls, we then opened our first shop in Kolonnade Shopping Centre. During the same year we expanded the factory and ranges, and due to the success of our first store in Kolonnade, we had to increase production and employed an additional 25 people.

By 2011 we had worked hard to ensure that the Kolonnade shop was well established and started to prepare for the opening of our second shop in 2012 in Centurion Mall.

Truewood Furniture was thriving in the industry and in 2013, we once again increased our production considerably and took a giant leap, and developed the unique system of choosing options for your furniture including a choice of colour, handles and style – thus our products could be personalized to suit our customers specific taste and preferences. We proudly employed 45+ people and we were growing by the day.

We then opened shop number 3 at the Grove Mall in 2014.  We managed to cut our “lead time” from 6 weeks to 3 weeks, so from placing an order to receiving your personalized products took only 3 weeks, which placed us ahead of our competition who were, at that time, unable to match this offering.

Shop number 4 opened in Wonderpark Shopping Centre in 2015, and once again we had to increase manufacturing space, by this stage personnel working at Truewood had increased to 60+ people.

By 2016 Truewood Furniture had become a household name and a well-known brand within the Pretoria communities. We used 2016 to establish our latest 2 shops, we created new ranges and products and also improved the quality of our products and range of stains.

In 2017, we enlarged our factory and prepared for the next few shops.

We had many highlights in 2018. The opening of our very first shop in Johannesburg, Shop number 5 opened at Mall of the South. We also opened our upholstery department, where we stitch, hem, seam all the upholstery in house for dining room chairs, headboards and the Cannes Lounge Sets.

In 2019 Truewood opened our 6th shop at East Rand Mall. Currently we are developing a new lounge range focused on comfort and to date Truewood Furniture employs 120+ people.

In 2020, our Cresta Shopping Centre shop opened in June, during lockdown, followed by our Greenstone Shopping Centre shop in 2021.

Truewood Furniture is at the forefront of luxury furniture design. We manufacture a range of high-quality real wood and genuine leather furniture. Timeless, classic, natural, craftsmanship lies at the core of our business and we pride ourselves in our attention to detail in every piece that we produce. The culture of our company and furniture is quality and respect. We offer a personal touch that will be hard to beat in today’s market. If you are looking for high-quality, affordable prices and great customer service then Truewood Furniture is your furniture store.

Truewood Furniture, Furniture to last generations.

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