Harrell Remodeling
Harrell Remodeling is a 100% employee-owned (ESOP) design-build home remodeling firm founded in 1985, serving residential homeowners across Silicon Valley and the mid-Peninsula from its Palo Alto headquarters via integrated design, construction, and HarrellCARE small-projects services.
- Company typePrivate
- Founded1985
- HeadquartersPalo Alto, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Harrell Remodeling does
Harrell Remodeling, Inc. is a privately held, 100% employee-owned (ESOP) design-build home remodeling firm founded in 1985 and headquartered at 944 Industrial Avenue, Palo Alto, California. The company serves residential homeowners across Silicon Valley and the mid-Peninsula, including Atherton, Los Altos, Menlo Park, Mountain View, Palo Alto, San Mateo, and surrounding cities. It is woman-founded and currently led by CEO Lisa Sten, the second woman to hold the position since 2020. The firm has no venture capital, private equity, or parent company involvement.
The company's core offering is an integrated Design + Build service that combines architectural design, interior design, permitting, and construction under a single contract and team, eliminating the traditional split between separate design and contractor firms. Service categories include whole house remodels and additions, kitchens, bathrooms, specialty spaces (wine cellars, home theaters, yoga rooms), outdoor living and landscape design, universal design/aging in place modifications, and green/eco-conscious construction using LEED-based principles. A separate HarrellCARE division handles smaller repairs and maintenance, supporting a "contractor for life" relationship model. The team includes certified designers holding CKD, CID, AKBD, LEED AP, UDCP, and APLD credentials. Marketing and lead generation rely on a multi-channel approach: an active editorial blog, YouTube project videos, Houzz Pro profile, Instagram, Facebook, LinkedIn, an email newsletter, and a recurring educational workshop series delivered both in-person and via Zoom.
Harrell Remodeling generates revenue through project-based professional services fees, with custom quotes determined through complimentary design consultations and design development. No public pricing tiers or revenue figures are disclosed. The firm has accumulated multiple industry recognitions, including Best of Houzz awards from 2012 through 2017, the 2019 ESOP Company of the Year award, and eight NARI and NKBA awards in 2021. The company is actively operating as an independent regional design-build firm with no subsidiaries, recent acquisitions, or publicly announced funding rounds.
Harrell Remodeling firmographics
Firmographics- Name
- Harrell Remodeling
- Legal name
- Harrell Remodeling, Inc.
- Website
- https://harrell-remodeling.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Harrell Remodeling is a 100% employee-owned (ESOP) design-build home remodeling firm founded in 1985, serving residential homeowners across Silicon Valley and the mid-Peninsula from its Palo Alto headquarters via integrated design, construction, and HarrellCARE small-projects services.
- Ownership category
- akta.pro rank
Harrell Remodeling industry classification
Industry- Product category
- Home Remodeling Services
- NAICS
- Residential Remodelers (236118)
- SIC
- General Bldg Contractors - Residential Bldgs (1520)
- akta.pro primary industry
- Residential Design-Build & Renovation-Integrated Builders (IMAFABAE)
- akta.pro secondary industries
- Full Kitchen Remodel (Layout Reconfiguration) (HSAPAAAA), Full Bathroom Remodel (Design-Build) (HSAPABAA), Pre-Sale / Move-In Whole-Home Refresh & Modernization (HSAPAEAJ), Aging-in-Place Structural & Layout Reconfiguration (First-Floor Living, Open Plans) (HSAPANAK)
Keywords
Where Harrell Remodeling is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Harrell Remodeling business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Design + Build Remodeling Services: Project-based remodeling services where the company serves as the single source from conception through construction. Revenue is generated through one-time project fees for whole house remodels, additions, kitchen and bathroom renovations, and specialty projects.
- HarrellCARE Small Projects Division: Small project division handling minor home repairs and maintenance tasks for ongoing client relationships.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Harrell Remodeling product offering
Product offeringCore offering
Harrell Remodeling provides integrated Design + Build residential remodeling services for homeowners in Silicon Valley and the mid-Peninsula. A single in-house team handles design, project management, and construction for whole house remodels, additions, kitchens, bathrooms, specialty spaces, universal design/aging-in-place projects, outdoor living, and green/eco-conscious remodels. A separate HarrellCARE division handles small projects, repairs, and ongoing home maintenance.
Product overview
Harrell Remodeling operates as a Design + Build firm offering integrated remodeling services where a single team handles both design and construction. The core Design + Build offering encompasses whole house remodels, room additions, and specialized projects across multiple categories including kitchens, bathrooms, specialty spaces (wine cellars, home theaters, yoga rooms), universal design for aging in place, outdoor living areas, and green/eco-conscious construction. Supporting the core offering is HarrellCARE, a small projects division for maintenance and repairs, and educational workshops for homeowners. The company also provides permit acquisition assistance and ongoing client support through their project management process.
Differentiator
Problem solved
Functional benefit
Brands
- HarrellCARE: Small projects division offering home maintenance and repair services.
Products and services
- Design + Build Remodeling Full-service integrated design and construction remodeling covering whole house projects, room additions, and comprehensive home transformations managed by a single in-house team from concept through construction. Targeted at residential homeowners in Silicon Valley and the mid-Peninsula.
- Whole House + Additions Complete home transformations and room additions, including vertical or horizontal expansion of living space, delivered as integrated design + build projects for residential homeowners.
- Kitchens Kitchen remodeling services focused on functionality, aesthetics, customized storage, and appliance selection to fit homeowner lifestyle needs.
- Bathrooms Bathroom renovation services emphasizing comfort, beauty, and functionality, including spa-like features and accessibility upgrades.
- Specialty Spaces Custom design + build projects including wine cellars, yoga rooms, home theaters, game rooms, and other specialized residential spaces.
- Universal Design / Aging in Place Home modifications that enable accessibility for all ages and abilities, allowing residents to age in place safely and comfortably, delivered through integrated design + build.
- Outdoor Living Design Design of outdoor spaces including outdoor kitchens, pergolas, fire pits, courtyards, and landscape-integrated living areas as part of the firm's design + build offering.
- Green / Eco-Conscious Remodeling Environmentally responsible remodeling incorporating sustainable materials, LEED-based principles, and healthy home concepts, delivered by LEED AP-certified designers.
- HarrellCARE Small Projects Division Small projects division handling home repairs, maintenance, and smaller remodeling tasks for ongoing client relationships and the firm's 'contractor for life' positioning.
- Educational Workshops for Homeowners Educational workshops teaching homeowners about remodeling processes, design trends, and project planning, offered both in-person at the Palo Alto office and via Zoom webinars; used as a paid/lead-generation educational service.
Quantifiable outcome
- 30+ years of experience in design and remodeling process
- +1 more outcomes
Companies that use Harrell Remodeling
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles2 records
Harrell Remodeling technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Harrell Remodeling partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Harrell Remodeling competitors and assessment
Company assessmentOthers
- Houzz Pro: Design platform and marketplace connecting homeowners with remodeling professionals. Adjacent ecosystem participant — Harrell maintains a Pro profile and won Best of Houzz awards, making Houzz both a marketing channel and a competitive sourcing platform.
Emerging players
- Bath Fitter: National acrylic bath and shower remodeling franchise. Comparable as an alternative to full bathroom remodels for price-sensitive homeowners, though Bath Fitter focuses on one-day acrylic installations rather than Harrell's custom design-build bathroom renovations.
Broad incumbents
- Case Design/Remodeling: National residential design-build remodeling franchise with presence across multiple U.S. metros. Comparable as a larger, established design-build competitor serving homeowners with integrated design + construction services, though operating at greater scale and broader geography.
- Re-Bath: National bathroom remodeling franchise with productized offerings. Comparable as a competing residential bathroom remodeler, though operating through a franchised model with standardized packages rather than custom design-build.
- DreamMaker Bath & Kitchen: National franchise in residential kitchen and bath remodeling. Comparable as a broader incumbent in the same kitchen/bath remodel category, though Harrell's custom design-build model differs from DreamMaker's franchise structure.
Direct peers
- De Mattei Construction: Bay Area Design + Build residential remodeling firm serving Peninsula and South Bay. Most comparable as a similarly positioned design-build remodeler operating in overlapping Silicon Valley geography with comparable whole-house and addition offerings.
- M Squared Builders: Peninsula-based design-build remodeling firm serving San Mateo and Santa Clara counties. Comparable as a similarly sized local design-build peer focused on whole-house remodels and additions in the same mid-Peninsula market Harrell serves.
- Normac Design + Build: San Jose / Silicon Valley design-build remodeling firm. Comparable as a regional direct peer offering integrated design-build kitchen, bath, and whole-house remodeling in overlapping Bay Area geographies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Harrell Remodeling social profiles
Digital presenceHarrell Remodeling financial estimates
Financial estimateRevenue estimate
Valuation estimate
Harrell Remodeling leadership team
Management profileNumber of profiles
Profiles13 records
Harrell Remodeling funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Harrell Remodeling 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 Harrell Remodeling
What does Harrell Remodeling do?
Harrell Remodeling provides integrated Design + Build residential remodeling services for homeowners in Silicon Valley and the mid-Peninsula. A single in-house team handles design, project management, and construction for whole house remodels, additions, kitchens, bathrooms, specialty spaces, universal design/aging-in-place projects, outdoor living, and green/eco-conscious remodels. A separate HarrellCARE division handles small projects, repairs, and ongoing home maintenance.
Is Harrell Remodeling a public or private company?
Harrell Remodeling is a private company. It is classified as management employee owned and is currently operating.
When was Harrell Remodeling founded?
Harrell Remodeling was founded in 1985. It employs 11 to 50 people.
Where is Harrell Remodeling based?
Harrell Remodeling is headquartered in Palo Alto, United States, in the North America region.
How does Harrell Remodeling make money?
Two revenue lines are on record. Design + Build Remodeling Services are the primary driver. The others are harrellCARE Small Projects Division.
Who are Harrell Remodeling's main competitors?
Houzz Pro is listed as an others. Bath Fitter is listed as an emerging player. Broad incumbents are Case Design/Remodeling, Re-Bath and DreamMaker Bath & Kitchen. Direct peers are De Mattei Construction, M Squared Builders and Normac Design + Build.
Does Harrell Remodeling have an API?
No public API is recorded for Harrell Remodeling.
What industry is Harrell Remodeling in?
Harrell Remodeling's product category is Home Remodeling Services. Its primary akta.pro industry code is IMAFABAE, Residential Design-Build & Renovation-Integrated Builders, with a secondary code of HSAPAAAA, Full Kitchen Remodel (Layout Reconfiguration). Its NAICS code is 236118 and its SIC code is 1520.