by Design
by Design is a privately held Clive, Iowa furniture showroom and interior design studio serving residential homeowners in the Des Moines metro. It offers custom and curated furniture across major home categories, complimentary in-house design consultations, and delivers exclusively within Iowa.
- Company typePrivate
- Founded1999
- HeadquartersClive, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What by Design does
by Design (legal name: By Design Furniture + Interior Design) is a privately held retail furniture and interior design showroom founded in 1999 and headquartered at 1490 NW 86th St., Clive, Iowa. The company serves residential homeowners in the Des Moines metropolitan area and delivers exclusively within Iowa. Its core offering combines consultative interior design services with a custom and curated furniture assortment spanning living, dining, bedroom, office, entertainment, and outdoor categories.
The product portfolio includes an extensive custom furniture program with thousands of fabric and leather options, multiple configurable dining and bedroom case pieces, and several branded sub-collections: the EASE Collection (stocked/tailored/custom sofa and sectional tiers), American Leather's Comfort Innovations, Elements, Classics, and Metropolis collections, BDI media/storage/bedroom/office collections, Saloom custom dining furniture, and Euro Contemporary/Calligaris pieces. Complementary offerings include a Design Style Quiz, complimentary in-store design consultations, the 'Unique Accents' accessories line (lighting, rugs, wall art, pillows), MFS furniture protection plans, and an online clearance shop.
Revenue is generated through one-time furniture sales (in-store and via a limited clearance e-commerce site) with interior design services provided free as a customer-acquisition and conversion layer. The go-to-market motion is consultative and sales-led: walk-in retail traffic, scheduled design consultations, an outside-designer to-the-trade program, and supporting digital channels (website, email newsletter, blog content, and active social profiles on Facebook, Instagram, Pinterest, and X). In 2024, the founding Clark family retired and management transitioned to Jennifer Robinson of Spectrum Lighting, with long-time team continuity preserved.
by Design firmographics
Firmographics- Name
- by Design
- Legal name
- By Design Furniture + Interior Design
- Website
- https://bydesignthestore.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- by Design is a privately held Clive, Iowa furniture showroom and interior design studio serving residential homeowners in the Des Moines metro. It offers custom and curated furniture across major home categories, complimentary in-house design consultations, and delivers exclusively within Iowa.
- Ownership category
- akta.pro rank
by Design industry classification
Industry- Product category
- Furniture Retail & Interior Design
- NAICS
- Interior Design Services (54141), Interior Design Services (541410)
- SIC
- Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Interior Design Services (BPAHAKAB)
- akta.pro secondary industries
- Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB), Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Residential Interior Fit-Out (Multi-Family & High-End) (IMAFANAE)
Keywords
Where by Design is headquartered
LocationHeadquarters
- HQ city
- Clive
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
by Design business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Furniture Retail Sales: Revenue is generated through the sale of furniture products including sofas, sectionals, chairs, dining tables, bedroom furniture, outdoor furniture, and custom furniture pieces. Sales occur both in-store and through their clearance online shop.
- Interior Design Services: Consultative interior design services provided to customers, including design consultations, style quizzes, and personalized room planning. These services are offered free or as part of the furniture purchasing experience.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
by Design product offering
Product offeringCore offering
by Design is a retail furniture showroom and interior design service operating from a single Clive, Iowa location. The company sells custom and curated furniture across living, dining, bedroom, office, and outdoor categories, complemented by free in-house interior design consultations. Customers can configure bespoke furniture (sofas, sectionals, dining tables, bedroom pieces) with thousands of fabric and leather options, and purchase from branded collections such as EASE, American Leather, BDI, Saloom, and Euro Contemporary/Calligaris.
Product overview
BY DESIGN is a furniture store and interior design service offering custom and curated furniture with three core product lines: Custom Furniture (bespoke manufacturing with thousands of fabric/leather options and configurable pieces), Interior Design Services (consultations, design teams, style quizzes), and Branded Collections (EASE Collection, American Leather, BDI, Custom & Quick, Saloom, and Euro Contemporary/Calligaris). The business operates on a co-creation model where designers help customers personalize furniture across living, dining, bedroom, office, and outdoor categories. Additional services include MFS furniture protection plans, clearance sales, and design consultation appointments.
Differentiator
Problem solved
Functional benefit
Brands
- EASE Collection: A collection of modern sofas, sectionals and chairs with multiple customization options including stocked, tailored, and custom programs.
- Elements Collection (American Leather)
- Comfort Innovations Collection
- Classics Collection (American Leather)
- Metropolis Collection (American Leather)
- Custom & Quick Collection
- BDI Collections
Products and services
- Custom Furniture
- Interior Design Services
- EASE Collection
- Custom & Quick Collection
- American Leather Collections
- BDI Collections
- Make It Yours Dining Collection
- Saloom Furniture
- Euro Contemporary Collection
- MFS Protection Plans
- Online Clearance Shop
Companies that use by Design
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
by Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
by Design partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sony Music PublishingminorA news article mentions a Nashville-based faith-focused label named 'By Design' signed a global publishing deal with Sony Music Publishing. This is a separate company with the same name in the music industry, not related to the Iowa furniture retailer.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
by Design competitors and assessment
Company assessmentDirect peers
- Arhaus: Multi-channel retailer offering curated, customizable home furniture with in-house interior design services. Closely comparable model combining custom furniture programs with design consultation, though at far larger national scale.
- Room & Board: Design-forward retailer focused on American-made, customizable furniture with in-house design experts. Highly comparable custom-furniture-plus-design model, though national in scope.
- Ethan Allen: Vertically integrated custom furniture retailer with free in-home and in-store interior design services. Closely matches BY DESIGN's custom furniture + designer-led selling combination.
Broad incumbents
- West Elm: Williams-Sonoma brand selling modern furniture with interior design services and customization options. Comparable curated-style, design-led furniture model targeting design-conscious homeowners.
- RH (Restoration Hardware): Luxury home furnishings retailer offering full interior design services and large-format galleries. Comparable design-led, high-ticket furniture model, but at a national premium-luxury tier with source-book design services.
- Crate & Barrel: National furniture and home retailer with free in-store design services, broad style assortment, and omnichannel presence. Overlaps with BY DESIGN's furniture-plus-design offering but at vastly greater scale and brand reach.
Emerging players
- CB2: Crate & Barrel's modern, design-forward spinoff targeting younger homeowners with configurable furniture. Adjacent peer sharing BY DESIGN's Modern Eclectic and Euro Contemporary aesthetic at a lower price tier.
- Design Within Reach: Modern and contemporary furniture retailer with design trade program and customization options. Overlaps with BY DESIGN's Modern Luxury, Organic Modern, and Euro Contemporary style collections.
Regional players
- Havertys Furniture: Regional U.S. furniture retailer offering customized furniture and complimentary interior design services. Comparable showroom-plus-designer model, operating across the Southeast rather than the Midwest.
- Nebraska Furniture Mart: Large-volume Midwest furniture retailer with design services, located in the Des Moines-adjacent Omaha market. Strong regional competitor for high-ticket furniture spending in the same geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
by Design social profiles
Digital presenceby Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
by Design leadership team
Management profileNumber of profiles
Profiles5 records
by Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
by Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about by Design
What does by Design do?
by Design is a retail furniture showroom and interior design service operating from a single Clive, Iowa location. The company sells custom and curated furniture across living, dining, bedroom, office, and outdoor categories, complemented by free in-house interior design consultations. Customers can configure bespoke furniture (sofas, sectionals, dining tables, bedroom pieces) with thousands of fabric and leather options, and purchase from branded collections such as EASE, American Leather, BDI, Saloom, and Euro Contemporary/Calligaris.
Is by Design a public or private company?
by Design is a private company. It is classified as family owned and is currently operating.
When was by Design founded?
by Design was founded in 1999. It employs 1 to 10 people.
Where is by Design based?
by Design is headquartered in Clive, United States, in the North America region.
How does by Design make money?
Two revenue lines are on record. Furniture Retail Sales are the primary driver. The others are interior Design Services.
Who are by Design's main competitors?
Direct peers on record are Arhaus, Room & Board and Ethan Allen. Broad incumbents are West Elm, RH (Restoration Hardware) and Crate & Barrel. Emerging players are CB2 and Design Within Reach. Regional players are Havertys Furniture and Nebraska Furniture Mart.
Does by Design have an API?
No public API is recorded for by Design.
What industry is by Design in?
by Design's product category is Furniture Retail & Interior Design. Its primary akta.pro industry code is BPAHAKAB, Interior Design Services, with a secondary code of CRAIAAAB, Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards). Its NAICS code is 54141 and its SIC code is 5712.