What's New Furniture has opened a second showroom at 1026 NW Murray Rd., putting custom Oregon-made sofas and consignment finds within a short drive of Bethany and Cedar Mill residents.

The store was founded in Portland in 2010 and operates its original location at 439 SE Grand Ave. in the Central Eastside. Co-owner Joey Patino said he and business partner Hayden Laverty purchased the company in 2022. Laverty grew up in Bethany, graduated from Westview High School and still lives in the neighborhood, Patino said.

Patino said in a written questionnaire that the pair saw an opportunity to bring a locally owned furniture option to the Cedar Mill and Bethany area so residents would not have to drive across town for quality pieces.

Cedar Mill News previewed the store's arrival in June, noting the location would carry Oregon-made custom sofas from Stanton and Stylus, modern furniture and a consignment collection. Patino said the Murray Road store opened Aug. 28.

The showroom sells new, custom and consigned furniture. Stanton, a family-owned company that manufactures in Canby, Oregon, is among the store's custom upholstery lines, according to the store's website. Customers choose a frame, fabric and configuration. Patino said the store offers hundreds of fabric options across mid-century modern, modern and contemporary styles.

Consignment pieces rotate weekly. Sellers receive 50% of the sale price when an item sells, or 60% as store credit, according to the store's website.

The store also offers free design consultations and free front-door delivery on orders of $1,500 or more within 20 miles of its Portland showroom. Orders under that threshold cost $149 for delivery in the same area.

Patino said more than half of the store's custom sales come from vendors that manufacture in Oregon, though that figure could not be independently confirmed.

The Murray Road location is open Monday through Saturday from 10 a.m. to 6 p.m. and Sunday from 11 a.m. to 5 p.m. Free parking is available at the door, and the entrance is at the east end of the building near Murray and Cornell.

Next up: a Trunk or Treat event on Friday, Oct. 30, from 5 to 8 p.m. at the Murray Road location. The store's Facebook page lists decorated cars, candy and costumes encouraged.

The full Q&A

1. What does your business do?

What's New Furniture is a locally owned furniture store specializing in new, custom-made, and consigned furniture. We offer a curated selection of sofas, sectionals, dining furniture, and home furnishings, with a particular emphasis on Oregon-made upholstery and modern design.

2. Why did you start or join this business?

I joined the business in 2014, working alongside my mother-in-law, Jody Wallace, who founded What's New Furniture in 2010. In 2022, my business partner, Hayden Laverty, and I purchased the company. Since then, we've focused on growing the business while maintaining the personal service and local roots that made it successful.

3. Why did you choose this community?

My business partner, Hayden Laverty, grew up in Bethany, graduated from Westview High School, and still lives in the neighborhood today. We felt there was a real opportunity to bring a locally owned furniture store to the Cedar Mill and Bethany communities, giving residents more options for quality furniture without having to travel across town.

4. What products, services, or specialties are you best known for?

We specialize in custom upholstery, particularly sofas and sectionals in mid-century modern, modern, and contemporary styles. We work closely with Oregon manufacturers and offer hundreds of fabric options, including the bright, vibrant colors that have become a signature of our showrooms. We enjoy helping customers create furniture that reflects their personal style rather than settling for what's available off the shelf.

5. What makes your business different from similar businesses?

What makes us different is the variety of furniture we offer under one roof. We work with custom upholstery manufacturers at a wide range of price points, carry our own private-label furniture collections sourced internationally, and offer consigned pieces. Most furniture stores focus on one of these categories, but we combine all three. This allows us to create a showroom that feels more like a thoughtfully furnished home, with a mix of styles, colors, and one-of-a-kind pieces.

6. What is something customers or neighbors may be surprised to learn about your business?

I think customers are often surprised by how affordable custom furniture can be. Many people assume that choosing their own sofa configuration and fabric will be significantly more expensive than buying something off a showroom floor, but that's not necessarily the case. Another thing people may not realize is that more than 50% of our custom sales come from vendors that manufacture their furniture right here in Oregon.

7. How is your business involved in the local community?

Community involvement has always been important to us. We're members of the Central Eastside Industrial Council, and since opening our Cedar Mill location on August 28, we've been looking for opportunities to get involved in our new neighborhood. We're working with the Cedar Mill News, supporting Cedar Mill Elementary's Fun Run, and I'm scheduled to speak to eighth-grade students at Cedar Park Middle School this December about entrepreneurship and what it's like to own a business.

8. What are you most proud of?

I'm most proud of the growth and development of our employees. Over the past few years, our business has experienced a lot of growth, and with that comes change, new responsibilities, and challenges. Watching our team members grow personally and professionally, take on leadership roles, and become more confident in their abilities has been incredibly rewarding. Building a successful business is important, but seeing the people within it succeed is what I'm most proud of.

9. What is new or coming next for the business?

Now that our Murray Road location is open, we're excited to start hosting events that bring the community together. Our next event is a Trunk or Treat on October 30 from 5–8 PM. We'll have cars decorated and filled with candy, along with coupons, refreshments, and activities for families. We're looking forward to meeting more of our neighbors and making the store a welcoming part of the community beyond just furniture shopping.

10. What else should local residents know about you?

We're a family-owned business, and all of our active owners are Oregon locals. We genuinely care about the relationships we build with our customers and the communities we serve. I make myself personally available to customers because I believe that level of accessibility and accountability is something you should expect from a locally owned business. We want people to feel comfortable shopping with us and confident they'll be taken care of long after their purchase.