What Decorating Den Interiors does

Decorating Den Interiors (legal entity Decorating Den Systems, Inc., or DDSI) is a privately held interior decorating and design franchisor headquartered in Easton, Maryland. Founded in 1969 by Steve Bursten as American Drapery Consultants and renamed to its current brand in 1995, the company operates the largest interior decorating franchise system in North America, with over 250 independently owned and operated franchise designer businesses serving residential consumers across the United States and Canada. Franchisees provide full-service in-home interior design consultations, develop customized design plans covering furniture, window treatments, bedding, lighting, wallcoverings, and floorcoverings, and manage ordering, delivery, and installation for end clients.

The company's core product platform is the LIVV Home Collection, a curated portfolio of furnishings and décor sourced from over 150 brand name manufacturers and suppliers, providing franchisees with wholesale procurement leverage. Service delivery is supported by digital tools including interactive design style quizzes, e-books, blog content, national PR placements (Elle Decor, House Beautiful, Veranda, Architectural Digest), paid search, and email marketing, all driving consumer leads to local franchise designers via a zip-code store locator on decoratingden.com. The company discloses no proprietary technology platform, software product, AI/ML capability, or API offering. Leadership has remained under the Bugg family since Jim Bugg Sr. and Carol Bugg acquired the company in 1984-1986; Jim Bugg Jr. has served as President and CEO since 1994, with James B. Deerin as Chief Operating Officer.

Revenue is generated by the corporate entity through franchise fees, royalties, supplier relationship economics, training, and centralized marketing services, while end-consumer revenue accrues at the individual franchise level. Pricing is not publicly disclosed; customers receive a complimentary initial in-home consultation and then scoped quotes based on project requirements. The customer base is exclusively horizontal-residential, with no named enterprise accounts or B2B anchor customers. No funding rounds, M&A activity, or external institutional ownership have been disclosed; the franchise system has been family-controlled and self-funded for nearly four decades.

Name

Decorating Den Interiors

Legal name

Decorating Den Systems, Inc.

Website

https://decoratingden.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

251–500 employees

Short description

Decorating Den Interiors is the largest interior decorating franchise in North America, operating 250+ independently owned franchise designers across the U.S. and Canada who provide in-home design consultations and sell furnishings through the LIVV Home Collection of 150+ supplier brands.

Ownership category

akta.pro rank

Product category

Interior Design Services

NAICS

Interior Design Services (54141)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

akta.pro secondary industry

Residential Interior Fit-Out (Multi-Family & High-End) (IMAFANAE)

Keywords

• Interior design services
• Home furnishings
• Residential decorating
• Franchise design
• Custom window treatments

Headquarters

HQ city

Easton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Technology or R&D

Revenue model

1. Interior Design Services and Home Furnishings Sales: Franchise designers provide full-service interior design consulting and sell home furnishings (furniture, window treatments, bedding, accessories, lighting, floorcoverings, wallcoverings) to residential consumers. The revenue is generated through the sale of design services and related products, with franchisees ordering from the company's LIVV Home Collection supplier network and coordinating delivery and installation for end customers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Decorating Den Interiors is an interior decorating and design franchise that provides full-service in-home design consultations and home furnishings through a network of over 250 independently owned and operated franchise designers across the U.S. and Canada. The company supplies its designers with access to the LIVV Home Collection, a curated product portfolio sourced from approximately 150 brand name manufacturers covering furniture, window treatments, bedding, lighting, floorcoverings, wallcoverings, and accessories. Franchise designers manage projects end-to-end from initial complimentary consultation through product ordering, delivery, and installation.

Product overview

Decorating Den Interiors operates as a full-service interior design franchise company offering both consumer-facing design services and a franchise business model. The core product offering is the LIVV Home Collection, a comprehensive portfolio of fine furnishings encompassing furniture (upholstered furniture, casegoods, tables), bedding, window treatments, wallcoverings, floorcovering, accessories, and lighting sourced from over 150 brand name manufacturers and suppliers. The company provides in-home design consultation services and design plan creation, with franchise opportunities for designers. The portfolio also includes digital tools like design style quizzes. The service offering follows a franchise model where independently owned and operated franchises throughout the U.S. and Canada deliver design services using the LIVV Home Collection products, with corporate support for training, marketing, and supplier relationships.

Differentiator

Problem solved

Functional benefit

Brands

• LIVV Home Collection: Proprietary brand name for the company's product collection, formerly known as the DDI manufacturer/supplier network. Includes furniture, accessories, bedding, lighting, window treatments, wallcoverings, floorcoverings and outdoor products from over 150 brand name suppliers.

Products and services

• LIVV Home Collection A comprehensive line of fine furnishings and home décor products sourced from over 150 brand name manufacturers and suppliers, including furniture, accessories, bedding, window treatments, lighting, wallcoverings, floorcoverings, and outdoor products. Offered to residential customers through Decorating Den Interiors franchise designers at wholesale pricing.
• In-Home Design Consultation Services

Quantifiable outcome

• Over 300 annual entries to the Dream Room Design Contest from designers across North America, judged by national design journalists and editors.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Modsy: Online interior design service featuring 3D room rendering and visualization tools paired with human designers. Targets the same residential design customer with a technology-enabled alternative to DDI's in-home consultation model.
• Budget Blinds: National franchise system selling custom window treatments (blinds, shades, shutters) with in-home consultation. Highly comparable to DDI's franchise-based, in-home service model and overlapping product category (DDI also sells window treatments through LIVV). Most structurally similar peer.
• Havenly: Online interior design service connecting consumers with freelance designers for room-by-room or whole-home projects at lower price points. Direct competitor for the same residential customer segment but delivered via a digital-first model, representing the most material disruptive threat to DDI's in-home model.
• Decorilla: Online interior design marketplace matching customers with multiple designers who submit concepts, with flat-fee pricing. Directly competes for residential interior design customers who might otherwise engage DDI franchisees, with a more price-transparent digital delivery model.
• Calico Corners: Custom home furnishings retailer with design services and showrooms, offering made-to-order furniture, window treatments, and decor with in-store designers. Competes directly with DDI for residential interior design customers with a similar curated, custom-oriented product mix.

Broad incumbents

• Pottery Barn: Williams-Sonoma-owned home furnishings retailer offering free in-home and in-store design services across furniture, window treatments, bedding, and decor. Broader portfolio of products and channel mix but overlapping residential design customer and interior design service offering.
• Restoration Hardware (RH): Luxury home furnishings brand offering RH Interior Design services with dedicated designers and high-end Gallery showrooms. Operates in the same residential design customer category but at a much higher price point and with a wholly owned retail-led model.
• West Elm: Williams-Sonoma-owned modern home furnishings retailer with a robust free in-home design service and Style + Service offering. Competes for the same residential interior design customer but operates primarily through retail storefronts with a broader, trend-driven product mix.
• Crate & Barrel: Major home furnishings retailer (owned by Euromarket Designs) offering free in-store and in-home interior design services for furniture, window treatments, and decor. Overlaps with DDI on customer base and design service offering but with a retail-driven distribution model.

Others

• Molly Maid: Neighborly-owned residential cleaning franchise with a comparable franchise distribution structure and household customer base. Not a product or design competitor, but operates a similar franchise system at similar scale to DDI, making it a relevant operational comparables.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Customer concentration

• YouTubeyoutube.com/embed/bE4QVhwnOgY
• Xx.com/decoratingden

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Decorating Den Interiors