Southern Concepts

What Southern Concepts does

Southern Concepts Design & Build is a private, Raleigh, North Carolina-based luxury custom home builder founded in 2017 and operating as a division of Hoeken Design Build. The company delivers a portfolio of core services including custom home construction, high-end renovations and additions, outdoor living spaces, and select commercial construction projects, serving affluent homeowners and select commercial clients primarily in the Research Triangle region (Raleigh, Durham, Chapel Hill, Cary, and Wake County). Its commercial work includes the Heights House Hotel, which serves as a flagship reference project, and its delivery model relies on a long-standing partnership with award-winning builder Greg Paul of Greg Paul Builders for high-end residential and signature project execution.

The business operates on a one-time project fee model with quote-based, non-publicly-disclosed pricing, and runs a sales-led go-to-market motion centered on direct homeowner consultations, portfolio showcases, and the company website. Southern Concepts does not disclose a proprietary technology stack or platform; the company's value proposition is built on craftsmanship, transparent project management, and brand associations with Hoeken Design Build and Greg Paul Builders rather than on software or AI-driven differentiation. There are no disclosed funding rounds, no patent or award record, and no public revenue figure, and the company employs between 11 and 50 people at its 150 Penmarc Drive headquarters.

Strategically, Southern Concepts has signaled incremental expansion through the launch of a Central Division Portfolio sub-brand, an active careers page recruiting Southeast talent, and the extension of its brand from residential into commercial construction via the Heights House project. No acquisitions, external fundraising, leadership changes, or geographic expansions beyond the Triangle are documented in the available sources.

Name

Southern Concepts

Legal name

Southern Concepts Design & Build

Website

https://southernconceptsdb.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Southern Concepts Design & Build is a private Raleigh, NC luxury custom home builder and division of Hoeken Design Build, serving affluent homeowners and select commercial clients in the Research Triangle with custom homes, renovations, outdoor living, and signature commercial projects delivered alongside Greg Paul Builders.

Ownership category

akta.pro rank

Product category

Luxury Custom Home Building

NAICS

New Single-Family Housing Construction (except For-Sale Builders) (236115), Residential Building Construction (2361), Residential Building Construction (23611)

SIC

General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Custom Home Building (IMAFABAC)

akta.pro secondary industries

Residential Design-Build & Renovation-Integrated Builders (IMAFABAE), Outdoor Kitchens & Built-In BBQ Construction (HSAPALAE), Family Room / Great Room Additions (HSAPADAJ)

Keywords

• Custom home building
• Luxury home construction
• Home renovation services
• Residential general contracting
• Outdoor living spaces

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Custom Home Construction: Revenue is generated through one-time project fees for custom home construction. Projects are bespoke, high-end residential builds tailored to individual homeowner specifications and preferences in the Raleigh and Triangle area.
2. Home Renovations and Improvements: Additional revenue stream from renovation and home improvement projects, including additions, outdoor living spaces, and transformative remodels for existing homeowners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Southern Concepts Design & Build constructs luxury custom homes, performs high-end renovations and additions, builds outdoor living spaces, and delivers select commercial construction projects for homeowners and property owners in the Raleigh-Durham-Chapel Hill Triangle area. Engagements are bespoke, project-based, and executed in partnership with award-winning builder Greg Paul, under the parent Hoeken Design Build.

Product overview

Southern Concepts Design & Build operates as a division of Hoeken Design Build, offering a unified suite of luxury residential construction services centered around custom home building. The company delivers a cohesive portfolio of services including custom home construction, renovations, outdoor living spaces, and commercial projects. A strategic partnership with award-winning Greg Paul Builders enhances capabilities in high-end residential builds and renovations. The Central Division Portfolio showcases completed projects demonstrating craftsmanship and design excellence throughout Wake County and the greater Triangle area.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Home Building Full-service bespoke luxury custom home construction for individual homeowners in Raleigh, Durham, Chapel Hill, Cary, and the greater Triangle area. Homes are designed and built to reflect individual style with meticulous attention to detail, quality craftsmanship, and innovative design.
• Home Renovations High-end residential renovation services including transformative remodels, additions, and restorations, delivered in partnership with award-winning Greg Paul Builders for existing homeowners in the Triangle area.
• Outdoor Living Spaces Custom design and construction of outdoor living environments that complement luxury residential properties in the Raleigh-Triangle area.
• Commercial Projects Signature commercial construction services for selective clients, including boutique hospitality builds such as the renowned Heights House Hotel property, showcasing distinctive commercial design capabilities.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Hoeken Design BuildcoreStrategic or Co-development PartnerSouthern Concepts Design & Build is a division of Hoeken Design Build. This parent-subsidiary relationship provides operational infrastructure, brand backing, and shared resources for custom home building and renovation projects throughout the Triangle area.
• Greg Paul BuilderscoreStrategic or Co-development PartnerLong-standing partnership with award-winning Greg Paul, one of the most sought-after high-end residential builders in the Raleigh area. Together they share commitment to timeless craftsmanship and innovative design, bringing proven expertise to custom homes, renovations, and signature projects including the Heights House Hotel.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hoeken Design Build: Parent company of Southern Concepts and a Triangle-area design-build firm offering custom homes, renovations, and additions. Directly comparable because it operates the same business model in the same market and shares talent, brand, and project pipeline with Southern Concepts.
• Greg Paul Builders: Long-standing strategic partner and award-winning Raleigh-area custom home builder specializing in high-end new construction, renovations, outdoor living spaces, and signature commercial projects (including Heights House Hotel). Directly comparable on product mix, customer profile, and Triangle footprint.
• Robuck Homes: Raleigh-based custom home builder serving the Triangle with bespoke single-family homes and select renovations. Closely comparable as a regional luxury custom builder competing for the same affluent Triangle buyer.
• Homestead Building Company: North Carolina design-build firm offering custom homes and renovations in the Raleigh/Durham/Chapel Hill Triangle. Comparable in target segment, delivery model, and Triangle geography.
• Shapiro & Company Builders: Raleigh-area custom home builder and remodeler serving the Triangle's luxury market. Comparable as a regional custom builder of similar scale and customer profile competing directly for Triangle commissions.

Broad incumbents

• Toll Brothers: National luxury homebuilder with active operations across the Carolinas including the Triangle. Comparable as a large-scale competitor in the luxury new-home segment, though Toll is volume-based and serves a broader price band than Southern Concepts' bespoke focus.
• David Weekley Homes: Large national builder with a meaningful Raleigh-Durham presence delivering semi-custom and luxury homes at scale. Comparable as a competing Triangle-area builder, though focused on higher-volume for-sale communities rather than full custom.
• Ashton Woods Homes: National homebuilder with Raleigh-area operations offering personalized luxury and move-up homes. Comparable for serving the same Triangle affluent buyer with customization options, though from a for-sale community platform rather than full custom build.
• Drees Homes: National custom homebuilder with Triangle-area operations offering personalized luxury homes. Comparable on product and affluent Triangle buyer, though operating at greater scale across multiple for-sale communities.

Regional players

• John Wieland Homes: Southeast U.S. luxury homebuilder with Carolinas operations delivering custom and semi-custom homes. Comparable for premium new-construction product and affluent buyer, though with a wider geographic and price-band reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Customer concentration

• Facebookfacebook.com/southernconceptsdb
• LinkedInlinkedin.com/company/southernconceptsdb

Revenue estimate

Valuation estimate

Number of profiles

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 Southern Concepts