reDesign
Redesign Group International Ltd is a privately held design and planning consultancy, headquartered in London, delivering commercial interior design, F&B, retail, and airport-sector projects for enterprise clients across the UK, Europe, Middle East, and Asia-Pacific.
- Company typePrivate
- Founded1998
- HeadquartersChristchurch, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingServices
What reDesign does
Redesign Group International Ltd (operating as 'reDesign' or 'Redesign Group') is a privately held international design and planning consultancy founded in 1998 by Jo Pennycuick in New Zealand and now headquartered in London, United Kingdom. The firm delivers end-to-end commercial interior design, food & beverage, retail, and hospitality projects, with stated core expertise in the airport and high-street sectors. Service delivery is structured across four stages — project analysis and briefing, space planning (front-of-house and back-of-house), concept development and rendering, and branding (logos and supplementary graphics) — wrapped in project liaison with landlords, engineers, and operators. The firm's differentiator is a human-centric, operations-led approach emphasising standardisation, modular design systems, and 'right first time' delivery to compress timelines and improve commercial returns for multi-site clients.
The business model is project-based professional services sold through direct consultancy engagement (no public pricing; customised quotes per scope). The go-to-market is sales-led: portfolio-driven inbound via the company website ('Get in touch' / 'Work With Us' CTAs), supplemented by industry relationships and referrals through partner channels such as sister company Real Consultancy. Customer concentration sits in enterprise accounts across F&B (Jamie Oliver Pizzeria Kuala Lumpur, Hard Rock Cafe Kuala Lumpur, Stuttgart Food Court, SSP Finland, Al Nassar, Al Hilal, True Grit), sports media/hospitality (BeIN Sports Qatar), retail (Glassons-Hallensteins Group, The Triangle Ashburton), government/healthcare (Health New Zealand), and travel retail (Opula partnership). Geographic reach spans the UK, Europe, Middle East (Bahrain, Qatar), India, Vietnam, Malaysia, New Zealand, and Australia.
Operational footprint remains lean (11-50 employees), with no disclosed funding, no API or product surface beyond a marketing website, no proprietary technology stack, and no AI/ML capabilities evidenced. The 2023 relocation of the founder from New Zealand to London repositioned the firm toward UK and European enterprise accounts, and a 2025 rebrand broadened the service pillars to include Mentoring + Leadership Support and Collaboration + Connectivity alongside the core design practice. Recognition includes the FAB 2025 Winner award and the Champion Business Awards 2025, both at regional level.
reDesign firmographics
Firmographics- Name
- reDesign
- Legal name
- Redesign Group International Ltd
- Website
- https://redesigngroup.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Redesign Group International Ltd is a privately held design and planning consultancy, headquartered in London, delivering commercial interior design, F&B, retail, and airport-sector projects for enterprise clients across the UK, Europe, Middle East, and Asia-Pacific.
- Ownership category
- akta.pro rank
reDesign industry classification
Industry- Product category
- Commercial Interior Design Services
- NAICS
- Interior Design Services (54141), Graphic Design Services (541430)
- akta.pro primary industry
- Renovation, Remodeling & Tenant Improvements (General Contracting) (IMAFAAAE)
- akta.pro secondary industry
- Interior Layout Changes & Space Replanning (Non-Structural) (HSAPAFAJ)
Keywords
Where reDesign is headquartered
LocationHeadquarters
- HQ city
- Christchurch
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
reDesign business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Design Consultancy Services: Project-based design consultancy services covering commercial interior design, food & beverage, retail and hospitality sectors. Services include project analysis, space planning, concept development, branding, and project liaison.
- Mentoring & Leadership Support: Individual mentoring sessions for professional growth, leadership development, and career extension thinking.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
reDesign product offering
Product offeringCore offering
Redesign Group is an international design and planning consultancy delivering commercial interior design, space planning, concept development, branding, and project liaison services for food & beverage, retail, hospitality, and airport travel sector clients. The firm emphasises standardisation, modular design systems, operational efficiencies, and "right first time" design solutions that enable commercial return on client investments across multi-market rollouts.
Product overview
Redesign Group is a strategic design consultancy offering end-to-end services for commercial interior design, food & beverage, and retail projects. The company operates through its core service pillars: Commercial + Functional Design Focus (design solutions enabling commercial returns), Collaboration + Design Partnerships (rendering and documentation services), Mentoring + Leadership Support (professional development sessions), and Collaboration + Connectivity (business expansion connections). The service delivery spans four main stages: Project Analysis and Briefing, Design and Planning (including Space Planning, Concept Development, Modelling and Rendering), Branding (Logo and graphics), and Project Liaison. The company also operates through sister company Real Consultancy, providing supply chain and consultancy services, and maintains partnerships with platforms like Opula for airport travel sector projects. The portfolio encompasses Food and Beverage Projects, Retail Projects, Branding Projects, and Consultancy Projects serving major international clients.
Differentiator
Problem solved
Functional benefit
Products and services
- Commercial + Functional Design Focus Core end-to-end design consultancy delivering functional, efficient, 'right first time' design solutions that enable commercial return on client investments across food & beverage, retail, hospitality, and airport sectors.
- Collaboration + Design Partnerships Partnership offering that opens doors to design companies, supporting projects through rendering, documentation, and other design services to enable creative collaboration and resourcing.
- Mentoring + Leadership Support
Companies that use reDesign
Customer profileNamed customers12 records
Segments5 records
Ideal customer profiles3 records
reDesign technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
reDesign partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- OpulacoreRedesign Group partners with Opula to provide design and consultancy for the roll out of the Opula Platform and Screens within the Airport Travel sector. Opula is building the intelligent commerce layer for premium global travel connecting content, commerce and high-value traveller engagement across Airport lounges, travel retail, hospitality and premium transportation environments.
- Real ConsultancycoreSister company Real Consultancy - partners with companies to support growth and strategic development. Provides real advice, real products for real people. Has worked with government agencies and corporate retail chains for delivery of products from India to New Zealand.
- Health New ZealandminorDuring COVID, Real (sister company) provided 3M medical masks from supply warehouse in Shanghai to Auckland New Zealand, enabling New Zealand public and hospitals to have supply before China borders locked down.
- Glassons / Hallensteins GroupminorSupply to major clothing women's and men's store Glassons-Hallensteins Group in New Zealand and Australia. Providing quality clothing from India based warehouse for fashion houses.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
reDesign competitors and assessment
Company assessmentDirect peers
- AvroKO: Hospitality-focused design firm creating restaurants, hotels, and brand experiences. Direct peer in commercial interior design for the food and beverage and hospitality sectors, with comparable international restaurant and brand environment work.
- Brinkworth: London-based brand experience and design consultancy with strong work in retail, hospitality, and F&B. Direct peer in commercial interior design for branded environments serving similar enterprise client profiles.
- Checkland Kindleysides: UK-based design agency delivering retail, brand experience, and F&B interior design. Direct peer given overlap in food and beverage and retail design services for enterprise clients, with comparable UK/European orientation.
- Design International: International design consultancy focused on retail, food and beverage, and leisure environments. Direct peer given shared specialization in commercial interior design for F&B and retail brands, with global project delivery.
- Landini Associates: Sydney-based design consultancy specializing in retail, food and beverage, and brand experience environments. Highly comparable to Redesign Group given shared focus on commercial interior design for F&B, retail, and brand storytelling with an Asia-Pacific footprint.
- dwp (design worldwide partnership): Global interior design and architecture firm with strong retail, hospitality, and food and beverage practices. Direct peer given comparable international delivery model and F&B/retail specialization, though larger in scale.
- Yabu Pushelberg: Internationally recognized interior design firm specializing in hospitality and luxury retail. Direct peer given overlap in high-end hospitality, retail, and brand environment design, though skewed to premium luxury positioning.
Broad incumbents
- HOK: Global design, architecture, and engineering firm with established practices in aviation terminals, hospitality, and retail. Broad incumbent that can compete for major airport and hospitality design programs that Redesign Group targets.
- CallisonRTKL: Global commercial interior design and architecture firm (now part of Callison) with strong retail, hospitality, and aviation practices. Broad incumbent serving overlapping enterprise clients in retail and airport design at larger scale.
- Gensler: Global design and architecture firm with extensive practices in retail, hospitality, and aviation. Broad incumbent that competes for the same F&B, retail, and airport design mandates at larger scale, but is not specialized in Redesign Group's mid-market F&B and high-street niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
reDesign social profiles
Digital presencereDesign financial estimates
Financial estimateRevenue estimate
Valuation estimate
reDesign leadership team
Management profileNumber of profiles
Profiles2 records
reDesign subsidiaries and ownership
Company hierarchySubsidiaries1 record
reDesign funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
reDesign 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 reDesign
What does reDesign do?
Redesign Group is an international design and planning consultancy delivering commercial interior design, space planning, concept development, branding, and project liaison services for food & beverage, retail, hospitality, and airport travel sector clients. The firm emphasises standardisation, modular design systems, operational efficiencies, and "right first time" design solutions that enable commercial return on client investments across multi-market rollouts.
Is reDesign a public or private company?
reDesign is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was reDesign founded?
reDesign was founded in 1998. It employs 11 to 50 people.
Where is reDesign based?
reDesign is headquartered in Christchurch, New Zealand, in the Oceania region.
How does reDesign make money?
Two revenue lines are on record. Design Consultancy Services are the primary driver. The others are mentoring & Leadership Support.
Who are reDesign's main competitors?
Direct peers on record are AvroKO, Brinkworth, Checkland Kindleysides, Design International, Landini Associates, dwp (design worldwide partnership) and Yabu Pushelberg. Broad incumbents are HOK, CallisonRTKL and Gensler.
Does reDesign have an API?
No public API is recorded for reDesign.
What industry is reDesign in?
reDesign's product category is Commercial Interior Design Services. Its primary akta.pro industry code is IMAFAAAE, Renovation, Remodeling & Tenant Improvements (General Contracting), with a secondary code of HSAPAFAJ, Interior Layout Changes & Space Replanning (Non-Structural). Its NAICS code is 54141.