Twist & Turns to close store at Valley View
Twist & Turns at the District at Valley View will close April 30. Facebook photo
Twist & Turns owner Cynthia Willis has decided to get out of retail to focus on marketing the furniture business to commercial customers.
The home decor and furniture store at the District at Valley View Mall will close April 30. Merchandise will be marked down 50 percent starting Friday.
Twist & Turns is a local company that makes custom, metal furniture. The furniture is manufactured at a facility on Campbell Avenue between 6th and 7th streets.
Willis opened the store at the District, a retail area outside Valley View Mall, in 2010. Before that the retail store was on Campbell Avenue near the intersection of Williamson Road.
Willis said the new store was in a good location, but the economy took a toll.
“At my age I’m not patient enough to watch [the economy] come back,” said Willis, who is 62.
When the retail store is closed, Willis plans to spend more time focusing on marketing the business to commercial customers, such as country clubs, and working as a design consultant.
Twist & Turns will operate a small retail store from its manufacturing facility at 625 Campbell Avenue, Willis said.
Valley View Mall management did not immediately respond to a phone call about whether a new tenant has signed a lease for the Twist & Turns space at the District.
March 29, 2012 - 2:20 PM
I always though that their stuff was outrageously over priced. Maybe that appeals to some, but not to me. I think they make decent stuff, but I think they missed the mark on a lot of customers by having too hefty of a markup on items.
I never thought Twist would be a good fit away from their base in downtown Roanoke at The Mall. With a 50% reduction I will definately check them out now! I don’t think Valley View will have a hard time finding a replacement, my wife wants a Coldwater Creek!!!
It was definitely a better fit downtown than at Valley View. At least they’ll reopen a small retail store in downtown.
Sorry to hear of there closing. They were a nice adition to VV. Would love to see Bannana Republic go in there!!
I took many of my family members to Twist and Turns and we shopped during Christmas and also when they were offering large discounts. Even with the discounts we could not afford their prices. Their products were very nice and made with quality and I would have loved to have spent my money there, but I just could not justify the cost. They are definitely doing the right thing by downsizing the retail side of their business and focusing on their large commercial clients, who apparently have many dollars to spend. I wish them well.