This month, Innavi is proud to feature Cultivated in our monthly series, which shines a spotlight on businesses supplying the hospitality industry with sustainable products, innovative solutions, and initiatives that make our industry more environmentally responsible.
While much of our work focuses on back-of-house efficiency and design, Cultivated brings the same level of care to the customer-facing side of hospitality. In a market flooded with cheap imports — where throwaway culture has become prevalent — Cultivated is turning the tide by rescuing, reusing, and recycling classic furniture pieces. In doing so, they save tonnes from landfill while proving that sustainability can also be stylish and functional.
In an industry where furniture waste is measured in hundreds of thousands of tonnes each year, Cultivated is proving there’s a smarter, more sustainable way forward.
As Australia’s leading furniture stewardship brand, Cultivated specialises in extending the life of authentic, high-quality furniture through reuse, repair, and refurbishment. What began in 2013 as a product stewardship initiative within furniture business Cult Design, has since evolved into a standalone brand, relaunched in 2020 and rapidly growing into a national operation. Today, Cultivated works with some of the country’s largest corporates, designers, and government agencies, powered by a team of sustainability experts, project managers, designers, and restoration craftspeople. By partnering with local workshops across Australia, they deliver exceptional outcomes while supporting skills, trades, and economies in every state.
Circularity as a Business Model
At Cultivated, sustainability isn’t an add-on, it’s the foundation. The brand is built entirely on circular economy principles, restoring, repurposing, and rehoming furniture rather than producing new. This approach diverts products from landfill, reduces emissions, conserves resources, and creates local jobs. Every project is underpinned by both environmental impact and operational transparency, from Digital Product Passports that track an item’s lifecycle to restoration methods designed to minimise waste.
The motivation came from an industry truth too big to ignore: much of the furniture sent to landfill is still repairable or reusable. Cultivated’s mission is to challenge this wasteful norm and show that reuse can be commercially viable, environmentally necessary, and creatively inspiring.
For businesses exploring circularity in design and procurement, Innavi’s services provide tailored support and tools to help integrate sustainability into workplace strategies and ESG goals.
Craft, Data, and Innovation
Every item entering the Cultivated workflow is assessed for reuse potential, with repair always taking priority over replacement. Their approach blends traditional craftsmanship with innovative tools, including Digital Product Passports aligned with European sustainability standards that provide detailed environmental and social data for each restored piece.
Sourcing is equally deliberate. The team prioritises sustainable materials with recycled content or proven circular pathways, and experiments with forward thinking innovations like Saveboard, Fabtec, and Crafted Hardwoods. Finishes are chosen for both durability and health, favouring water-based, low-VOC options that protect people and the planet. Logistics are optimised by consolidating freight and partnering with local suppliers in each state to further reduce their footprint.
Leading a Mindset Shift
Changing the way businesses and industries think about furniture has required more than practical solutions, it has meant leading with education and storytelling. Many clients were used to a “buy new” mentality, so Cultivated invested in data-driven transparency and clear communication to build trust in the reuse model.
The brand also actively engages with the wider design community, collaborating with local craftspeople and participating in events like Melbourne Design Week and Perth Design Week. Their recent zero-waste store concept in Perth demonstrated what circularity looks like in action, inspiring industry peers and customers alike.
Certifications and Continuous Improvement
While Cultivated does not hold independent certifications as a brand, it forms part of The Corporate Culture Australia group, which is ISO 9001 and ISO 14001 certified. Several of their products are also undergoing third-party ecolabel certification. Beyond formal accreditation, they are reducing their footprint by phasing out plastic packaging, switching to green energy in their facilities, and prioritising hyper-local and Australian-made products. By monitoring emerging certifications, such as the Australia Re-Made standard and the ISO circular economy framework, Cultivated continues to adapt, learn, and lead in best-practice sustainability.
An Identity Built on Sustainability
For Cultivated, sustainability isn’t just part of their brand, it is their brand. Their clients seek them out precisely because they offer solutions that align with ESG goals, corporate values, and government procurement standards. As they put it: “Design, and the people who consume it, must take responsibility for its impact. Furniture plays a powerful role in shaping that.”
Their vision is simple yet ambitious: make reuse the new normal, proving that quality and beauty never need to be sacrificed in the name of sustainability.
Advice for Businesses Starting the Journey
Cultivated’s advice to others is clear: start small, choose something tangible, and celebrate your wins. Furniture reuse is a visible and accessible entry point into sustainability, delivering environmental benefits, supporting local trades, and often saving money. The most important step is to begin, then evolve as you learn.
At Innavi, we share the same vision, showcasing brands like Cultivated that are leading the way in circular economy practices and helping businesses adopt meaningful change. Explore our calculator to assess impact, or get in touch to start your journey.
