Meet Erik Torgeson | Principle Creative

We had the good fortune of connecting with Erik Torgeson and we’ve shared our conversation below.

Hi Erik, what do you attribute your success to?
At its core, Roughing It In Style succeeds because we don’t just sell furniture. We help people tell the story of their lives through their homes.

The most important factor behind our success has been staying true to that idea while still evolving with the times. We’ve never tried to be everything to everyone. We focus on warmth, character, craftsmanship, and a sense of place. Those things feel increasingly rare in a world chasing trends and algorithms.

Our team listens. Really listens. We partner with clients instead of pitching to them. That mindset builds trust, and trust builds a brand that lasts longer than any single product line or design style.

And maybe just as important, we show up. We care about the details. We care about the people. And we don’t shy away from the hard parts of running a business.

That grit, combined with a strong aesthetic point of view, has been our compass since day one.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
What makes us different is that we’re not just a furniture store. We’re a family business helping people create homes that feel like them. We offer full-service interior design, handcrafted furniture, cabinetry, lighting, and pieces with character. We work with blacksmiths, woodworkers, vendors we believe in, and have a design team that listens more than it sells.

None of it has been easy. We’ve expanded, changed directions, and faced plenty of tough seasons. But we kept showing up, doing good work, and staying rooted in our values. That’s what helped us grow from a little gift shop to two full showrooms in Wisconsin and Colorado, serving clients from the Great Lakes to the Rockies.

What I’m most proud of is the team we’ve built and the trust we’ve earned. This is now a second-generation business. My wife and I are raising our kids in it just like I was. That means something.

If there’s one thing I want people to know about Roughing It In Style, it’s this. We care. About the work, the people, and the homes we help shape.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If a close friend was visiting us in the Fort Collins and Denver area for a week, I wouldn’t over-plan it. I’d want them to feel what we feel every time we’re out there. A little more grounded. A little more alive.

We’d start with a hike in the foothills. Probably Horsetooth Rock or Arthur’s Rock at Lory State Park. Not just for the views, but for the way a trail opens up space for real conversation. The kind you don’t always get during a busy work week or over text. Quiet, steady walking. Breathing in the trees. Letting the pace slow down.

Old Town Fort Collins would be next. We’d spend an afternoon there just wandering. Grab a coffee at Little Bird. Pop into a few shops. Let time stretch a bit. The town has this creative energy that doesn’t feel curated. It’s honest and welcoming.

Midweek, we’d head to Boulder. The Sink is a staple for us. Good burgers, worn-in walls covered in stories, and a sense of place that has only deepened over time. After lunch we’d walk Pearl Street. Maybe stop at the Boulder Book Store or just people-watch from a bench. It’s light and easy, and a great way to spend an afternoon.

At some point we’d head up the Poudre Canyon. No rush. Just a drive along the river with the windows down. Maybe sit on a rock and do nothing for a while. That stretch of road is one of the few places where you can hear yourself think.

Definitely a stop by our Fort Collins store to show them what we’ve built out there and why we love it.

What I’d really want to share isn’t a checklist of things to do. It’s how the place feels. How it gives you space to reconnect with what matters. That’s the kind of trip you remember.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
There’s no question. Lisa, our General Manager in Fort Collins, deserves a huge shoutout.

With our headquarters in Wisconsin, having someone like Lisa leading the charge out west has been a game changer. She’s more than just a manager. She’s a leader, a designer, a problem-solver, and the kind of person who makes everyone around her better.

Lisa has built real trust with our clients and team through consistency, care, and a deep understanding of what great customer service looks like. She carries the Roughing It In Style torch in Colorado with pride and integrity.

We simply couldn’t operate out there without her. She’s not only holding the fort down. She’s elevating it.

Website: https://www.roughingitinstyle.com

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

Linkedin: https://www.linkedin.com/company/roughing-it-in-style

Facebook: https://www.facebook.com/roughingitinstyle

Image Credits
Photos by Roughing It In Style