Decorum

What Decorum does

Decorum Interior Design Ltd is a privately held, founder-owned interior design studio established in 2017 and headquartered at 24 The Tything, Worcester, England. The firm provides bespoke residential interior design services spanning concept development, furniture and soft furnishing selection, styling, and full project management, with a stated specialisation in turnkey and ground-up renovation projects. Its primary customer segment is private mid-market homeowners in regional UK locations including Worcestershire, Warwickshire, the West Midlands and the Cotswolds; it has also begun serving property developers (e.g., Lockley Homes on the Marmalade Lane Cotswolds show home). Revenue is generated through quote-based professional services fees and, secondarily, through 'Home by Decorum,' an e-commerce sub-brand selling sustainable-material homeware such as cushions priced between £34.75 and £58.25. The studio is led by a single named senior designer (Victoria), supported by a team of 1–10 employees, and has executed more than fifty projects cumulatively.

The firm operates an asset-light, traditional design-studio model with no proprietary technology platform; its digital presence is a Squarespace website serving as portfolio, contact funnel, and e-commerce storefront. Go-to-market is sales-led, driven by contact-form inquiries (with a 24–48 hour response SLA) that convert into studio consultations, supplemented by earned-media credibility from features in Glamour, SheerLuxe, Daily Mail, and HGTV. Competitive positioning rests on a distinctive signature aesthetic, SBID (Society of British & International Designers) accreditation, and a curated supplier network — including a formal joinery partnership with Humphrey Munson — that supports delivery on time and within budget. Geographic scope is domestic England only, with no disclosed international footprint or external equity funding.

Name

Decorum

Legal name

Decorum Interior Design Ltd

Website

https://decoruminteriordesign.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Decorum Interior Design Ltd is a Worcester-based boutique residential interior design studio founded in 2017, delivering bespoke turnkey renovations and styling for private homeowners and select property developers across English regions, with a small e-commerce homeware sub-brand.

Ownership category

akta.pro rank

Product category

Residential Interior Design Services

NAICS

Interior Design Services (54141), Interior Design Services (541410)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

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

akta.pro secondary industry

Residential Interior Fit-Out (Multi-Family & High-End) (IMAFANAE)

Keywords

• Residential interior design
• Home renovation services
• Turnkey design projects
• Interior styling
• Homeware products

Headquarters

HQ city

Worcester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations

Revenue model

1. Interior Design Services: Full-service interior design including concept development, furniture selection, styling, and project management for residential projects. Bespoke turnkey service for ground-up and full renovation projects.
2. Homeware E-commerce (Home by Decorum): Direct-to-consumer sales of homeware products including cushions. Products include cushions at various price points (£34.75-£58.25), sold through their e-commerce storefront.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Decorum is a UK-based residential interior design studio that delivers full-service, bespoke design projects ranging from single-room refreshes to turnkey ground-up builds and full home renovations. Services span concept development, furniture and soft-furnishing selection, styling, and end-to-end project management. The studio also operates HOME by Decorum, an e-commerce storefront selling directly sourced homeware products including cushions.

Product overview

Decorum is an interior design studio offering bespoke residential interior design services as its core product. The company specializes in turnkey and full renovation projects, providing complete project management from concept through installation. Alongside services, Decorum operates 'HOME by Decorum,' an e-commerce arm selling homeware products including cushions. The portfolio showcases twelve distinct residential project styles (Quiet Luxury, New Tradition, Cali Cool, New Beginnings, Eclectic Studio, Hygge Vibes, Tropical Oasis, Loft Living, Modern Barn, Cosy Cottage, and Rural Retreat) demonstrating the studio's versatility across property types from barn conversions to city apartments.

Differentiator

Problem solved

Functional benefit

Brands

• Home by Decorum: An e-commerce shop selling homeware products including cushions, furniture, and accessories. Products include Taupe Checked Cushion (£50.75), Block Printed Floral Cushion (£34.75), and Striped Ecru Cushion (£58.25).

Products and services

• Residential Interior Design Services Full-service bespoke interior design for private residential clients, covering concept development, furniture and soft-furnishing selection, styling, and end-to-end project management. Delivered as flexible engagements ranging from single-room refreshes to turnkey ground-up builds and full home renovations.
• HOME by Decorum Direct-to-consumer online shop selling Decorum's own line of homeware and soft furnishings, including a curated range of cushions made from sustainable materials such as recycled cotton. Operates as a sub-brand of Decorum Interior Design Ltd.
• Striped Ecru Cushion Neutral striped cushion (60x60cm) with feather inner, made from 100% recycled cotton sourced from discarded clothing. Machine washable at 40 degrees. Listed at £58.25.
• Block Printed Floral Cushion 50x50cm cushion with duck feather inner, made from 100% cotton and inspired by original Indian block prints. Machine washable at 30 degrees. Listed at £34.75.
• Taupe Checked Cushion Stonewashed 50x50cm cushion cover with subtle texture and delicate frayed-edge detail, made from a stonewashed cotton blend. Machine washable at 30 degrees. Listed at £50.75.

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Humphrey MunsoncoreStrategic or Co-development PartnerKitchen & TV joinery partner for residential projects. Provided bespoke joinery for the Quiet Luxury project, a turnkey family home transformation.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Taylor Howes: Established London and Chelsea-based interior design studio delivering premium residential projects — directly comparable full-service design and project management.
• Laura Hammett Interiors: London-based luxury residential interior designer offering bespoke design and project management for private clients — comparable end-to-end service offering and affluent target market.
• Studio Indigo: London interior design house delivering residential and turnkey design projects — comparable full-service bespoke model and tier of clientele to Decorum.
• Reed Smythe & Co: High-end UK residential interior design practice with a signature style and turnkey offerings — mirrors Decorum's premium-positioning and design-led approach.
• Martin Moore: UK designer and maker of kitchens and interiors serving affluent residential clients — overlaps with Decorum's joinery-driven luxury home projects and Humphrey Munson-type supplier relationships.
• Sims Hilditch: Cotswolds-based luxury interior design studio serving affluent residential clients with full project management — closely matches Decorum's high-end countryside and country-home positioning.
• Sophie Paterson Interiors: UK residential interior design studio offering bespoke, full-service design for private clients — directly comparable to Decorum's turnkey luxury residential model and customer base.

Broad incumbents

• Cox & Cox: Established UK home furnishings retailer and brand offering designer-inspired products directly to consumers — broader incumbent in the same retail homeware space as Decorum's e-commerce arm.
• Rockett St George: UK luxury homewares retailer with curated designer interiors — adjacent incumbent to Decorum's homeware and style-driven customer demographic.

Emerging players

• House of Hackney: British lifestyle brand combining interior design IP with a D2C homeware product line — highly relevant parallel to Decorum's 'Home by Decorum' retail arm and design-led brand positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/DecorumInterior
• Facebookfacebook.com/decoruminteriordesign
• LinkedInlinkedin.com/company/decoruminteriordesignltd

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 Decorum