West of Main

What West of Main does

West of Main Design is a privately held, Ottawa-based full-service interior design firm founded by Sascha Lafleur that delivers turnkey residential and boutique hospitality design services across Canada, the United States, and Europe. Its core service lines are Full-Service Interior Design (a complete concept-to-installation offering priced hourly and tailored to each project scope), Custom Home Design & Build (collaborative ground-up design coordinating builders and architects), Furniture and Decor Service (a layout, sourcing, and installation package for existing homes), and Decor Consultations (one-hour virtual or in-person sessions, also delivered via The Expert platform). Project timelines typically run 1–3 years from discovery to installation, with on-site supervision at key milestones.

The firm's revenue model combines professional-services design fees (the primary stream), upfront paid consultations at C$650–C$1,000 +HST, and a retail arm — West of Main Shoppe (westofmain.com) — selling curated furniture, lighting, and decor, including its proprietary WoM Collection, through both an online store and an Ottawa storefront. GTM is sales-led and event-driven: clients enter through a design survey and free discovery call, gated by a fit assessment, with industry awards (Consumer Choice Awards, CHBA, OHBA, Ottawa Housing Design Awards) and media features supporting credibility and referrals. Strategic partnerships with eQ Homes (multi-project model home collaborations), Muskoka Lumber, and Northpoint Custom Homes extend reach into the builder/developer channel, while international projects are serviced remotely with periodic site visits.

Name

West of Main

Legal name

West of Main Design

Website

https://westofmaindesign.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

West of Main Design is a privately held Ottawa-based full-service interior design firm serving high-net-worth residential and boutique hospitality clients across Canada, the US, and Europe, with an integrated retail arm, the West of Main Shoppe.

Ownership category

akta.pro rank

Product category

Interior Design Services

NAICS

Interior Design Services (54141), Residential Remodelers (236118), Home Furnishings Retailers (44912), New Single-Family Housing Construction (except For-Sale Builders) (236115)

SIC

General Bldg Contractors - Residential Bldgs (1520), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Luxury Whole-Home Renovation (High-End Finishes & Custom Build) (HSAPAEAI)

akta.pro secondary industries

Whole-Home Interior Renovation (Non-Structural) (HSAPAEAC), Custom Home Building (IMAFABAC), Rear/Back-of-Home Extensions (HSAPADAC), Home Office / Studio Additions (HSAPADAI)

Keywords

• Residential interior design
• Custom home design
• Turnkey design services
• Furniture and decor retail
• Hospitality design

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Full-Service Interior Design Fees: Hourly design fees tailored to each project scope. The fee is estimated during the Discovery Phase when the scope of work is developed. Projects typically run 1 year (remodels) to 3 years (new builds). This is the primary revenue stream.
2. Initial Consultation Fees: In-home paid consultation or virtual meeting at the start of the Discovery Phase, ranging from $650-$1,000 +HST, to ensure both parties are equally committed before investing in further design work.
3. Furniture and Decor Retail (Shoppe): Revenue from the sale of furniture, lighting, decor, and home accessories through the West of Main Shoppe, both online (westofmain.com) and at the Ottawa storefront. Items sold include those featured in completed design projects.
4. Decor Consultation Fees: One-hour virtual or in-person design consultations offered through The Expert platform for targeted design advice and guidance.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

West of Main is an Ottawa-based full-service interior design firm that provides turnkey residential design services, including custom home design and build, full home renovations, complete home furnishing, and furniture and decor planning. The firm complements its design services with the West of Main Shoppe, an online and physical retail store selling curated furniture and decor featured in its projects, allowing clients to purchase signature pieces directly.

Product overview

West of Main is an Ottawa-based full-service interior design firm that operates through a combination of service offerings and a retail arm. The core business consists of four interconnected service lines: Full-Service Interior Design (a turnkey design service handling complete projects from concept to installation), Custom Home Design & Build (ground-up residential property creation), Decor Consultations (hourly expert guidance sessions), and Furniture and Decor Service (furniture planning and procurement for existing spaces). Supporting the service offerings is West of Main Shoppe (westofmain.com), an online and physical retail storefront that sells the curated furniture and decor pieces used in their design projects, allowing clients to purchase items featured in their award-winning interiors. The company also leverages The Expert platform for virtual consultation delivery.

Differentiator

Problem solved

Functional benefit

Brands

• West of Main Shoppe: Online furniture store and storefront offering curated furniture and home decor pieces featured in award-winning interiors, including the WoM Collection (West of Main's proprietary furniture line)

Products and services

• Full-Service Interior Design A turnkey residential design service handling every aspect of a project from concept development to final installation, including material procurement, contractor management, and quality control. Designed for clients seeking a luxury hands-off experience for custom homes, remodels, and complete home furnishing.
• Custom Home Design & Build Comprehensive ground-up custom home design service that encompasses the entire process from conceptualization to construction, with the design team collaborating with architects, builders, and tradespeople to create personalized residential properties.
• Furniture and Decor Service A furniture and decor service where designers create detailed plans with layouts, furniture selections, and budgets to refresh existing spaces without requiring renovations. Includes furniture installation management covering electrical work, painting, wallpaper, and custom drapery.
• Decor Consultations A one-hour virtual or in-person design consultation service for clients who need help selecting finishing pieces. Clients work with design experts to pick items from the Shoppe to complete their spaces. Also available through The Expert platform as 55-minute video consultations.
• West of Main Shoppe An online shop and physical storefront (westofmain.com) that curates furniture and home decor pieces featured in West of Main's award-winning interiors, including the WoM Collection proprietary furniture line. Allows clients to purchase items seen in portfolios and design projects to recreate signature looks at home.

Quantifiable outcome

• Full-service projects are completed in a minimum of 1 year (renovations) to up to 3 years (new builds) from start to finish, with detailed project timelines shared during the Discovery Phase.
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Five partnerships are on record, tiered notable, core and supporting.

• Muskoka LumbernotableStrategic or Co-development PartnerWest of Main collaborated with Muskoka Lumber on the Lake Muskoka Project — Muskoka Lumber provided the architectural design while West of Main delivered the interior design and decor, paired with Northpoint Custom Homes' build. This collaboration created a luxury cottage blending Muskoka Lumber's architectural vision with West of Main's signature relaxed elegance style.
• Northpoint Custom HomesnotableStrategic or Co-development PartnerNorthpoint Custom Homes served as the builder for the Lake Muskoka Project, partnering with West of Main (interior design) and Muskoka Lumber (architectural design) to deliver a luxury cottage that brings modern luxury to traditional lakeside living.
• eQ HomescoreStrategic or Co-development PartnerWest of Main has an ongoing multi-project collaboration with eQ Homes to design and furnish model homes. Projects include The Oliver Project, The Quentin Project, and The Piper Project. West of Main is involved from architectural drawings through furniture installation, creating fully designed model homes for the builder's sales and marketing. The West of Main Shoppe serves as the furnishing partner.
• The ExpertsupportingTechnology or IntegrationWest of Main offers virtual hourly design consultations through The Expert platform, a video consultation marketplace connecting consumers with design experts. Through this channel, clients can book 55-minute video sessions with West of Main designers for targeted design advice.
• ShopifysupportingTechnology or IntegrationThe firm's e-commerce storefront (westofmain.com) and website are powered by Shopify's commerce platform, enabling online sales of furniture and decor products.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Interior Define: Direct-to-consumer custom furniture brand with an optional design services component. Comparable to West of Main's hybrid design + custom furniture offering.
• Sarah Richardson Design: Canadian interior design firm founded by celebrity designer Sarah Richardson, offering full-service residential design and a media-anchored product line. Closely comparable to West of Main as a luxury Canadian full-service design studio with brand-led positioning.
• Decorilla: Online interior design platform that pairs customers with vetted designers for room-by-room or whole-home packages. Comparable to West of Main's Furniture & Decor Service and virtual consultation offerings.
• Havenly: US-based online interior design service offering matched-designer packages at multiple price tiers. Comparable to West of Main's tiered service model (full-service, furniture & decor, consultation) but uses a marketplace structure.
• Serena & Lily: US design-house retailer offering curated furniture and decor with an associated design services arm. Directly comparable to West of Main's integrated design + retail (Shoppe) hybrid model.
• Maiden Home: US-based design-driven furniture brand offering custom-upholstered furniture designed in-house. Comparable to West of Main's WoM Collection proprietary line and design-forward retail positioning.

Broad incumbents

• RH (Restoration Hardware): Large luxury home furnishings retailer with an integrated interior design service offering (RH Interior Design). Comparable to West of Main's blended luxury design + retail model, but at significantly larger scale and broader product breadth.
• West Elm: National retailer offering furniture and decor plus a West Elm Interior Design service. Overlaps with West of Main's mid-market and furniture-led offerings but at much higher scale and lower price points.
• Decorating Den Interiors: North American franchise network of residential interior decorators. Comparable to West of Main's residential design services model but operating at vastly larger scale and broader geographic reach via franchisees.

Regional players

• EQ3: Canadian modern furniture retailer with showroom presence across Canada. Comparable to West of Main Shoppe as a Canadian design-led furnishings retailer, with some product overlap in the modern-luxury segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Westofmain
• YouTubeyoutube.com/channel/UCJwE2DJsNDfKecMH2ixwsbA
• Facebookfacebook.com/westofmaindesign
• LinkedInlinkedin.com/company/west-of-main
• Instagraminstagram.com/westofmain
• Pinterestpinterest.ca/westofmain

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 West of Main