Recycled idea proves to be a winner

Customer responses can sometimes drive a business in unexpected directions with handcrafted homeware retailer, Villa & Hut, expanding into coffee cafes, franchising and international growth. By Nicola Card.

IT WAS A TRIP to Indonesia some nine years ago that provided the inspiration for the founding of the homeware retail chain, Villa & Hut, by ecoentrepreneur, Franz Madlener. Visiting the country he met a like-minded couple with a strong interest in promoting and sustaining the region’s artisans and their use of raw materials.

Today, acknowledging the growing number of eco-conscious shoppers, Villa & Hut commissions a range of homewares, plus furniture that is fashioned from recycled timber sourced throughout south east Asia. Although no two pieces are identical, each is created following Fair Trade principles.

Madlener says “Our move to address community needs for sustainable employment in Indonesia dovetails nicely with ‘western’ consumers’ desires for unique pieces with character and heritage. That’s why I describe our stores as: ‘As close as you can get to a tropical island without hopping on a plane’.

“We pride ourselves in dealing directly with the craftspeople to ensure fair trade, fair prices and first rate quality, and for our ability to pinpoint the genesis of every homeware item sold. However the ‘fair trade’ label has attracted its detractors, because many lay claim to the tag from the point when goods hit the warehouse. But we first buy the second-hand timber and present it to local craftspeople to build furniture. We don’t beat down their price, we are happy to pay for their skills. Our approach ensures there’s never any illegal logging, which some indulge in to avoid the tax that would otherwise double production costs, but is put back into reforest management.”

Homemakers looking for mass-produced processed flat-packed white furniture are unlikely to drop into a Villa & Hut store. The contrast could not be greater: solid wooden rustic handcrafted furniture with tell-tale signs of a previous life as a bridge in Java, perhaps, or a boat in Bali. Maybe a railway sleeper in Thailand.

Villa & Hut’s range also includes manchester and skincare, bottled water from Lombok’s volcanic region and handcrafted cushions, floor mats, sculptured ceramics and pottery. All products are created from natural goods: banana leaves, bamboo, soy, clay or stones. +