Decore & More

What Decore & More does

Decor é | Gerty Portillo, doing business as Decore & More, is a founder-owned, full-service interior design studio established in 2010 and headquartered at 4719 Merwin St in Houston, Texas. The firm operates as a private, independent business serving residential homeowners and commercial clients across the Greater Houston area, including The Woodlands, Katy, and Magnolia. Founder and lead designer Gerty Portillo, originally trained in graphic design in Guatemala City, leads a small team that includes a project manager and at least one interior designer, supported by a 10+ year network of consistent subcontractors.

The company delivers a portfolio of integrated design services rather than a discrete software product. Core offerings include comprehensive interior design (consultations, design boards, material and finish selections, color consultations, custom furniture, plan reviews, couture window coverings, custom bedding, art consulting, and personal shopping); outdoor living design and build (pergolas, patios, gazebos, sunrooms, outdoor kitchens, fire pits, pools); home staging for property sales; new construction and remodeling with permit management; and custom carpentry executed by master carpenters. A 3D CAD design and rendering capability supports renovation visualization for new construction clients. The retail layer is a curated Shopify-based Design Boutique selling jewelry, home fragrances, and gift items. Marketing runs primarily through the company website, Facebook (@GGDesignandimprovements), and Instagram (@decoreandmore_), supplemented by earned media in regional publications and the Spanish edition of Entrepreneur Magazine.

The business model is professional services with a small transactional retail component. Initial onsite (1 hour) and video (30 minute) design consultations are offered free of charge to qualify prospects and build trust. Full design engagements are quote-based with pricing not publicly disclosed, requiring a booked consultation to receive a proposal. The Design Boutique operates as one-time e-commerce sales. Revenue mix leans heavily on residential design and remodeling projects, with incremental commercial work across education, hospitality, and retail storefronts. No external funding, institutional investors, or partner networks are disclosed, and the company has operated as a founder-controlled entity for 15 years.

Name

Decore & More

Legal name

Decoré | Gerty Portillo

Website

https://decore-more.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Decor é | Gerty Portillo (Decore & More) is a Houston-based, founder-owned interior design studio founded in 2010 serving residential homeowners and commercial clients across Greater Houston with consultations, full-scale design, outdoor living, home staging, remodeling, and custom carpentry, plus a small Shopify retail boutique.

Ownership category

akta.pro rank

Product category

Interior Design Services

NAICS

Interior Design Services (54141), Architectural Services (54131)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industries

Trim, Baseboards, Crown Molding & Finish Carpentry (HSAPAFAD), Built-In Shelving, Niches & Custom Interior Features (HSAPAFAG), Event Decor Design & Styling (HSACAOAB), Corporate, Event & Staging Furniture Rental (Short-Term) (CRAIAOAG)

Keywords

• Interior design services
• Residential interior design
• Commercial interior design
• Home staging services
• Custom furniture design

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Interior Design Services: Revenue is generated through interior design services including online or in-home consultations, design boards, material and finish selections, color consultations, custom furniture, plan reviews, couture window coverings, custom bedding, art consulting, and personal shopping for accessories and furniture. Also includes outdoor spaces design, home staging, new construction and remodeling, and custom carpentry.
2. Design Boutique (E-commerce): Revenue from a curated selection of high-quality products including jewelry, home fragrances, gift items, and more sold through their Shopify store.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Decore & More is a full-service interior design studio delivering residential and commercial interior design, outdoor living space design and build, home staging, new construction and remodeling (including permit management), and custom carpentry. The studio is complemented by a curated Design Boutique e-commerce shop selling jewelry, home fragrances, and gift items, and by bookable free onsite and video design consultations that funnel clients into paid design projects.

Product overview

Decore & More (branded as Decoré | Gerty Portillo) is a full-service interior design studio offering a portfolio of integrated service offerings rather than a standalone software product. The core offering centers on Interior Design Services, which encompasses consultations, design boards, material selection, color consultation, custom furniture, plan reviews, couture window coverings, custom bedding, art consulting, and personal shopping. This core is extended by complementary services including Outdoor Spaces Design & Build, Home Staging, New Construction & Remodeling, and Custom Carpentry. A retail sub-brand, the Design Boutique, offers curated products including jewelry, home fragrances, and gift items via a Shopify storefront. The company also offers modular add-on services—Design Consultation (free onsite), Video Consultation (remote), Custom Holiday Decor, Custom Upholstery (featuring Carlore Fabrics), and 3D CAD Design for new construction—providing visual renderings. Projects span both residential and commercial interiors across the Greater Houston area.

Differentiator

Problem solved

Functional benefit

Products and services

• Interior Design Services Comprehensive interior design services for residential and commercial clients, covering online or in-home consultations, design boards, material and finish selections, color consultations, custom furniture, plan reviews, couture window coverings, custom bedding, art consulting, and personal shopping for accessories and furniture.
• Outdoor Spaces Design & Build Design and build of outdoor living areas including pergolas, covered patios, gazebos, sunrooms, outdoor kitchens, patios, decks, fire pits, and pools, intended to increase property value and expand usable living space for residential clients.
• Home Staging Professional home staging service for property sellers that uses existing furniture or rented furniture and accessories to help buyers visualize the space, supporting faster sales at better prices while working within seller budgets.
• New Construction & Remodeling End-to-end renovation, architecture, and construction solutions including permit management and paperwork, covering additions, full home renovations, and new construction projects for residential and commercial clients.
• Custom Carpentry Customized carpentry features tailored to client specifications, including cabinets, shelving units, baseboards, trim, crown molding, and doors, delivered by a team of master carpenters.
• Custom Holiday Decor Seasonal holiday decoration service that books and delivers decorating needs for clients, intended to relieve them of holiday decorating work.
• Custom Upholstery Custom upholstery and furniture tailoring service offering a wide selection of fabrics including linens, velvets, silks, denims, stripes, and prints, utilizing Carlore Fabrics designs to transform outdated pieces.
• Design Boutique Curated e-commerce boutique selling a selection of high-quality retail products including jewelry, home fragrances, and gift items, available through the company's Shopify storefront.

Quantifiable outcome

• Homes tend to sell more quickly and at better prices when professionally staged

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Decorilla: Online interior design marketplace connecting customers with vetted designers for room-by-room or whole-home projects. Competes directly with Decore & More's full-service design + implementation model via a virtual-first model.
• Havenly: Online interior design service that matches customers with professional designers for flat-fee packages. Direct competitor to Decore & More's design consultation and full-room design offerings, but operates at national scale via a remote model.
• Interior Define: Direct-to-consumer furniture brand offering design services and customizable upholstery. Overlaps with Decore & More's custom upholstery, furniture, and personal shopping capabilities, with national e-commerce reach.
• Modsy: Online interior design platform using 3D renderings of customers' actual rooms to recommend furniture layouts. Comparable to Decore & More's 3D CAD visualization approach, but delivered digitally at scale.

Broad incumbents

• Restoration Hardware (RH): Luxury home furnishings brand with integrated interior design services through RH Interiors. Competes for the same high-end residential interior design spend as Decore & More's whole-home projects, with national galleries.
• Pottery Barn (Williams-Sonoma): National home furnishings retailer offering free design services through in-store and online consultations. Comparable to Decore & More's design consultation and personal shopping services, but at much greater scale and brand recognition.
• West Elm (Williams-Sonoma): Modern home furnishings retailer with in-store and online interior design services. Comparable to Decore & More's residential design and custom furniture offerings, but with national retail footprint.
• Crate & Barrel: National home furnishings retailer offering free design services including room planning and custom furnishings. Overlaps with Decore & More's full-room and whole-home design + product sourcing model.

Emerging players

• Serena & Lily: Lifestyle home brand combining design services with curated furnishings and decor. Comparable to Decore & More's integrated design + boutique product model, targeting a similar design-conscious residential customer.

Regional players

• Marie Flanigan Interiors: Award-winning Houston-based interior design firm serving residential and commercial clients across Texas. Directly comparable to Decore & More's full-service design practice in the same Houston market, but with stronger national press visibility.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GGDesignandimprovements
• Instagraminstagram.com/decoreandmore_?igsh=MWc0bDAweWszd2ZpeQ==
• Xx.com/decoreandmore

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Decore & More