What NewGround does

NewGround International, Inc. is a privately held, full-service strategy, design, build, and interiors firm founded in 1913 and headquartered in the St. Louis suburb of Clayton/Chesterfield, Missouri. The company employs 180+ professionals across offices in St. Louis (HQ), Chicago, Waterloo (Canada), and a referenced Denver location, serving enterprise clients primarily in financial services (banks and credit unions), retail, and hospitality. The firm delivers end-to-end branded-environment projects through four integrated service pillars — Strategy, Design, Build, and Interiors — coordinated under a single project management system, with named client engagements spanning Starbucks, DIOR, Blue Nile, CFG Bank, and a long tail of regional credit unions.

The company makes money through project-based professional services engagements covering the full strategy-to-installation lifecycle: consulting (business transformation, workplace strategy, growth/site selection, network transformation, branding), architecture and engineering, interior design, environmental graphic design, construction management at risk, design-build delivery, and FF&E procurement (with access to 60+ open-line furniture manufacturers including a premier MillerKnoll partnership). All services are custom-quoted by project scope, size, complexity, and geography — no standardized pricing tiers exist. Its go-to-market is enterprise field sales driven by relationship-based business development, thought-leadership content, and industry events, with named specialization in Workplaces, Prototypes, Rollouts, and Renovations.

The underlying technical platform is an integrated project management system that coordinates the four service pillars under a single delivery team, supported by proprietary processes including a Brand Essence Discovery method, Strategy-First Integrated Delivery, and data-driven market analysis tools combining demographic, traffic, competition, and growth-trend data for site selection and network optimization. There is no software product, mobile app, API, or public SDK; the firm is a pure services business with technology used to coordinate delivery and to embed audio, video, scent, and digital-signage systems into finished branded environments.

Name

NewGround

Legal name

NewGround International, Inc.

Website

https://newground.com

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

101–250 employees

Short description

NewGround is a privately held, 110-year-old strategy, design, build, and interiors firm serving enterprise clients in financial services, retail, and hospitality across the US and Canada with 180+ employees.

Ownership category

akta.pro rank

Headquarters

HQ city

Chesterfield

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Strategy: Consulting services including business transformation, growth strategies, workplace strategies, brand alignment, discovery sessions, and network transformation. These are typically project-based engagements with defined scopes.
2. Design Services: Architecture, engineering, interior design, and environmental graphic design services. Delivered as part of integrated project engagements covering the full strategy-to-build lifecycle.
3. Construction Management: Project management and construction management services managing local general contractors and vendors to ensure quality and on-time delivery.
4. Interiors - FF&E Procurement: Furniture, fixtures, and equipment procurement with access to 60+ open-line furniture manufacturers including MillerKnoll. Procurement services include vendor vetting, contract negotiation, and installation oversight.
5. Environmental Graphics Fabrication and Installation: Custom fabrication and installation of wall graphics, signage, three-dimensional pieces, wayfinding, and branded installations through vetted fabricators and installers.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

NewGround is a single-source strategy, architecture, design, build, and interiors firm delivering integrated branded-space projects for enterprise clients. The firm combines business strategy, architectural and interior design, construction management, FF&E procurement, and technology integration under one project management system to deliver branch, retail, hospitality, and workplace projects.

Product overview

NewGround is a strategy, architecture, design, and build firm offering integrated services for branded environments. The company operates as a single-source provider with four core service pillars: Strategy (Business Transformation, Growth Strategies, Workplace Strategies, Branding, Discovery, Network Transformation), Design (Programming, Architecture & Engineering, Interior Design, Environmental Graphic Design), Build (Construction Management, Design/Build), and Interiors (FF&E, Procurement, Environmental Graphics Fabrication, Technology). The firm specializes in three expertise areas: Workplaces, Prototypes, Rollouts, and Renovations, serving primarily the Financial industry vertical along with Retail and Hospitality sectors. The integrated delivery model combines all four pillars under one project management system, moving clients through strategy, design, build, and interiors phases with a single team from concept through completion.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy
• Design
• Build
• Interiors
• Workplace Design and Build
• Prototype Development
• Rollouts
• Renovations
• Retail Industry Solutions
• Financial Industry Solutions

Quantifiable outcome

• Clients consistently outpace the market by 20% on average through aligned brand, space, and culture.
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• MillerKnollcoreTechnology or IntegrationPremier furniture manufacturing partnership providing NewGround clients with access to MillerKnoll's portfolio of furniture brands and products. Through this partnership, NewGround leverages MillerKnoll's discount buying power and extensive product catalog for FF&E procurement on client projects. The relationship enables competitive pricing and access to high-quality commercial furniture for workplace, retail, and hospitality interiors.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Gensler: Largest global architecture, design, and planning firm with deep financial services, retail, and workplace practices. Directly comparable integrated offerings (strategy, design, build-adjacent, interiors) at significantly larger scale and geographic footprint.
• Perkins&Will: Major global architecture firm with strong workplace, healthcare, and interiors practices. Comparable vertical mix and integrated design offerings but at significantly larger scale and broader geographic footprint than NewGround.
• HOK: Global architecture, design, and engineering firm with workplace strategy and interiors practices. Comparable vertical mix (workplace, financial services, retail) at much larger scale with offices across multiple continents.
• Stantec: Large diversified design and engineering firm with workplace and interior design practices. Broader portfolio spanning infrastructure and environmental services, but comparable commercial design and workplace offerings to NewGround.

Direct peers

• IA Interior Architects: Interior architecture firm with strong financial services and workplace practices serving enterprise clients. Closely comparable to NewGround in vertical specialization (financial services), integrated interiors-led delivery model, and mid-to-large enterprise focus.
• M Moser Associates: Global integrated design firm with strong financial services expertise spanning strategy, design, and construction management. Closely comparable integrated delivery model and vertical specialization in banking and financial institution environments.
• DLR Group: Integrated architecture and engineering firm with workplace, financial services, and retail practices. Comparable integrated design-build delivery model and project approach, though operating at larger scale with broader sector coverage.
• Ware Malcomb: Architecture, planning, design, and interiors firm serving commercial real estate, retail, and workplace clients. Comparable integrated delivery model and mid-size firm scale, with similar verticals including retail and office.
• DCI (Design Consultants Inc.): Architecture and design firm specializing in financial services branches and retail environments. Direct vertical peer for NewGround's primary financial services branch design practice with similar integrated service offerings.

Emerging players

• AvroKO: Design firm specializing in hospitality and restaurant branded environments. Comparable hospitality vertical expertise but with stronger consumer-facing brand focus and smaller overall scale than NewGround.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NewGroundIntl
• LinkedInlinkedin.com/company/newground
• Instagraminstagram.com/newgroundintl
• Xx.com/newground

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 NewGround