Is Reestore Still in Business? (2026 Update)
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Look for Reestore on AmazonFull story →Max McMurdo brought a shopping trolley reborn as a chair, plus a lineup of other furniture built from things people throw away, into series 5 of the Den.
That workshop is still running, and the client roster has climbed a long way past craft fairs since then.
Splitting the Risk Between Two Backers
McMurdo wanted £50,000 for 30 percent of the company, a wager that people would pay real money for furniture made out of trolleys, oil drums and old bathtubs rather than treating the whole idea as a gimmick.
Deborah Meaden and Theo Paphitis chose to go in together rather than one of them carrying the full risk alone, covering the ask between them. Meaden's instinct for sustainable brands and Paphitis's retail background made for a fairly natural combination.
Trolleys Turn Into Office Furniture
The investment let McMurdo trade a one-person workshop for something closer to a proper design studio, and the order book grew accordingly. The Body Shop alone bought over two hundred of his bathtub chairs for stores around the world, and Google has fitted out international offices with his pieces too.
A chair built from a shopping trolley makes a good story exactly once. Getting Google to order a second batch means the piece has to actually function as well-made furniture, not just as a clever anecdote.
Standing Out Once Everyone Claims to Be Green
Sustainability has gone from a niche talking point to something almost every furniture brand claims these days, so an eco-friendly backstory alone no longer sets a company apart from the pack.
Corporate buyers like Google are not placing orders as a charitable gesture, they are doing it because the furniture holds up in daily use, which says more about the health of the business than write-ups in design blogs ever could. McMurdo's own media appearances as a sustainability commentator have kept the brand in front of new buyers long after the original broadcast.