SC41 believes that your home should be about your style, values, and comfort.
With a background in research and biochemistry and a work history that included a stint at NASA, Michael Baetge decided he wanted to try something different. He liked the idea of selling a tangible product that happened to be made in a clean and healthy manner, without a lot of chemicals.
“I wanted to contribute to making our world healthier without compromising style,” explains Michael. “I want to offer quality and beautifully styled furniture and bedding at the lowest prices possible, while maintaining our commitment to the environment by using natural, eco-friendly and recycled materials. This kind of true value will last for generations to come.”
“With the advent of the internet, the way people buy furniture has changed drastically. People are online doing research and they come into the store much more informed,” says Michael. But what he and his staff have found is that a lot of the information out there about sustainability and green furniture is not always accurate. “Luckily, I have a terrific sales team who are incredibly knowledgeable about sustainable furniture. Their first role is often as educators. They sift through all of the information available and are able to help people make informed choices that truly are eco-friendly.”
Denise is a long-time Santa Cruz resident who brings her commitment to conscious living and passion for beautiful design to SC41 Furniture and all her endeavors. She graduated from Cal State Hayward with a degree in biology and is blessed with a multitude of talents that she expresses in all areas of her life.
Denise is a sculptor, writer, producer, musician, speaker, gourmand, aspiring cello player, and feng shui practitioner.
Prior to joining the SC41 team, Denise helped business owners throughout the county through her marketing and public relations business.
When Denise isn’t at the store in support of her wonderful staff, you might find her hanging out with the great folks at the Art Council, the Pacific Rim Film Festival, or Think Local First. She is a consummate foodie and aspiring yogini who loves to make art, travel, and hike around beautiful Northern California.
We’ve been buying furniture for our home(s) over the last 15 years and have always been more than satisfied. 5 stars for SC41!
Before sustainable furniture was well known, there was a store called California Futons that was operated by Michael Baetge.
Every day they delivered natural, organic, toxin-free futons in Santa Cruz and their neighboring communities.
California Futons developed a reputation for providing chemical-free futons.
A lot of furniture in the 1980s and 1990s was made with toxic chemicals. People started discovering that these chemicals were affecting their health in numerous ways.
Big companies didn’t seem to care.
Michael and his customers started asking for more natural, sustainable furniture.
At the same time, he had a chance meeting with an old friend who was developing the most comfortable natural mattresses in the world.
“Michael, come visit our factory.”
He traveled to the factory. As they walked together through the factory, he saw that these mattresses are good for the environment, good for the workers who make them – and especially good for the people who sleep on them.
A vision started to form in Michael’s mind. . .
At the time, no one was doing anything like it.
Michael started looking for sustainable manufacturers. Some of the companies claimed to be green – until he read the fine print. Some manufacturers had gone out of business.
But then, a lucky break . . .
Michael found out about a socially responsible factory in China crafting sustainable furniture. The company, Maria Yee, just happened to be headquartered in Santa Cruz.
Now there wasn’t enough space at California Futons for all the mattresses, dressers, dining tables, recliners, sofas, chairs . . .
The price was good, but the interior was beyond a mess: it was a disaster.
The large room was dark, tiles hung from the ceiling, and wires dangled out of the walls. Everything was covered in dust, and the dank odor of mold made breathing difficult.
“Oh my gosh, what have I gotten myself into?! ” thought Michael.
Rather than give up, he took advantage of the opportunity to remodel the space using chemically safe, low or no VOC (volatile organic compounds) materials.
It took more than a month to strip the building down, remove the mold, and patch the holes in the ceiling. When it was all done, they had brought out the beauty hidden behind the wreckage.
While the SC41 team worked hard to renovate the showroom, the great recession started wreaking havoc on people’s lives.
Layoffs were frequent, pensions disappeared overnight. Retirees became greeters at large retailers just to make ends meet.
The odds of SC41 succeeding got smaller every day.
Inside the warmly lit store, Michael and his small team showcased a modest collection of environmentally friendly furniture.
For eight months, the business lost money. Was it possible for a sustainable furniture retailer to succeed?
Michael and the dedicated SC41 team don’t give up. They stuck to the plan, believing that if they did the right thing, it would all work out.
Calls came in from across the country. Manufacturers and suppliers with a passion for natural, healthy furniture & decor wanted SC41 to carry their goods.
Professionals in the furniture industry visited the one-of-a-kind showroom to find out how they could run a similar business.
Word spread. More and more families enjoyed peace of mind by bringing chemically safe furniture into their homes.
They told their friends and loved ones about SC41.
Serving customers with safe, natural, and sustainable beauty.
Since then, laws and regulations governing the use of toxic chemicals have evolved to reflect the original principles of SC41. Today, with an ever-increasing awareness about our environment, choices are more diverse and abundant.
SC41 is honored to be among the pioneers in making eco-friendly furnishings more affordable than ever. SC41 couldn’t do it without you and your commitment to beauty, health, and sustainability.
Experience the joy of sustainability.
