Chris Roth: Areté Wood & Concrete

“We've had what, three three major transitions in the business now. It's almost like I've had three separate businesses because, you know, we're doing woodworking. I tried to transition to concrete, almost specifically, I pushed on that pretty hard for a little bit.”



-Chris Roth



Welcome to a brand-new episode of the Woodpreneur Podcast. Today, your host Steve Larosiliere is joined by Chris Roth from Areté Wood & Concrete. Chris shares the origins of his business, which started as a furniture company around 2015. He talks about the transition from a hobbyist pursuing woodworking to a professional craftsman, emphasizing the initial focus on furniture.





In the last three years, Chris explains, Areté Wood & Concrete has shifted its primary focus to cabinetry. He reveals the reason behind the inclusion of "concrete" in the name, highlighting the experimentation with concrete in furniture but ultimately steering away due to practical challenges. Chris reflects on the heaviness and difficulty of working with concrete, expressing admiration for its unique properties but acknowledging its limitations.



Listen now and get the whole story!



“ I like to hand cut all the drawers and then put butterflies in the backside of the drawers if there was a crack and so it's like a really furniture ask piece. But we had I don't know, like almost 2025 linear feet of cabinets for like six grand. “

-Chris Roth





Finding Inspiration in Illinois



The conversation takes a turn to Chris's roots, as he talks about living in Illinois with his wife and the influence of an Amish barn house on his woodworking journey. He shares a pivotal moment when he crafted pipe holders from dry wood for friends during Christmas, sparking his passion for woodworking. The short stint in Illinois became a foundational chapter in Chris's career.





The Move to Oregon and Getting into Cabinets



Steve explores Chris's move back to Oregon, prompting him to share his experience pursuing a master's degree in exercise science and eventually transitioning to a full-time woodworking career. The discussion turns to Areté Wood & Concrete entry into cabinetry, prompted by customer demand. Chris candidly discusses the challenges of setting pricing, managing cash flow, and navigating the complexities of the business without formal business training.





Pivoting to Concrete and Challenges Faced



The podcast delves into the brief foray into concrete, exploring Chris's experimentation with epoxy slabs and concrete elements in furniture. However, the challenges of handling heavy concrete slabs and the declining market interest led Chris to pivot again, this time toward the lucrative field of cabinetry



Building Custom Cabinets and Overcoming Challenges



Chris shares the story of his first significant cabinet project, a challenging endeavor that involved hand-cutting drawers and intricate details. The early years were financially lean, requiring creative problem-solving and perseverance. The conversation touches on the shift from furniture to cabinetry and the realization that providing essential, functional products like cabinets can have a significant impact on clients' homes.



Navigating Business Transitions



Reflecting on the various transitions in the business, Chris describes the process of moving from furniture to concrete and, ultimately, to cabinets. He acknowledges the role of optimism and the support of his wife and team in navigating these shifts. The discussion emphasizes the importance of adapting to market demands and finding what works best for the business.





Want to get in touch with Chris Roth?



Contact him through:

Instagram: https://www.instagram.com/aretewoodandconcrete/

Website: http://www.aretewoodandconcrete.com/