Roughing It In Style

Run your furniture empire from one screen

RoughingOS is the autonomous operating system built for a 25-year family furniture and interior design business. Two showrooms, hundreds of vendors, custom cabinets, and a growing e-commerce store, all managed from a single command center.

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25+ Years in business
2 Showrooms
100s Vendor partners
4.8 Star rating
The Story

From a brick bank in New Glarus to the gateway of the Northwoods

What started as a small rustic gift shop in "America's Little Switzerland" grew into one of the most respected furniture and interior design firms in the upper Midwest. Founded by Sue and Gerry Torgeson, the business now spans two destination showrooms in Harshaw, Wisconsin and Fort Collins, Colorado.

Under Erik Torgeson's leadership as CEO, the company has expanded into custom barnwood cabinet manufacturing, full-service interior design, and e-commerce, while staying true to the original promise: handcrafted pieces that stand the test of time, curated with care you won't find at a big-box store.

What RoughingOS Does

AI-powered operations for every corner of the business

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Design Project Tracker LIVE

Manage interior design consultations from first contact through final install across both locations.
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Customer Intelligence

Track relationships with homeowners, builders, and commercial clients. Never lose a follow-up again.

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Multi-Location Ops

Coordinate inventory, staffing, and projects between Harshaw and Fort Collins from one dashboard.

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Vendor Management

Hundreds of Amish craftsmen and vendors, tracked and organized. Know what's in stock, what's incoming.

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E-commerce Growth

AI-powered product descriptions, SEO optimization, and competitive pricing intelligence for the Shopify store.

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Content & Outreach

Automated social media, email campaigns, and cold outreach to lodges, hotels, and vacation rental owners.

"Since we've been buying and curating pieces for so long, we make sure these things will stand the test of time, and they're items you won't see everywhere else."
Erik Torgeson, CEO