The Black Goose Design
The Black Goose Design is a Midvale, Utah-based furniture retailer and full-service interior design firm founded in 1985. It serves residential and commercial clients across Utah with high-end furniture sales, professional design and remodel services, and a B2B designer trade program.
- Company typePrivate
- Founded1985
- HeadquartersMidvale, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Black Goose Design does
The Black Goose Design is a Midvale, Utah-based furniture retailer and full-service interior design firm founded in 1985 and owned by Gardner Mill Company Stores. The company operates a curated retail showroom of high-end furniture, lighting, rugs, artwork, and home accessories inside a historic late-1800s building in the Salt Lake Valley, paired with a design firm offering residential and commercial interior design, construction and remodel services, and both in-store and in-home design consultations.
Revenue is generated across three streams: (1) one-time retail sales of high-end furniture through the physical showroom, including carried brands such as Wesley Hall, Lee Industries, Hooker Furniture, Gabby, Noir, and Summer Classics; (2) professional interior design services billed through design fees and product markups on residential and commercial projects; and (3) a recurring B2B revenue layer via the Gardner Mill Company Stores To-the-Trade designer program, which offers exclusive trade-only pricing to independent interior design professionals. Pricing is quote-based and not publicly disclosed.
The business uses no proprietary technology platform and operates as a traditional showroom-plus-design firm. Go-to-market is sales-led, anchored by design consultations as the primary conversion mechanism, supplemented by event-driven visibility through the Salt Lake Parade of Homes and major furniture markets (Las Vegas Market, High Point, AmericasMart). Demand generation runs through an active blog, Instagram, Facebook, Pinterest, and a monthly email newsletter, while the company operates from a single physical showroom with project work extending across Utah and into Arizona.
The Black Goose Design firmographics
Firmographics- Name
- The Black Goose Design
- Legal name
- The Black Goose Design
- Website
- https://theblackgoosedesign.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Black Goose Design is a Midvale, Utah-based furniture retailer and full-service interior design firm founded in 1985. It serves residential and commercial clients across Utah with high-end furniture sales, professional design and remodel services, and a B2B designer trade program.
- Ownership category
- akta.pro rank
The Black Goose Design industry classification
Industry- Product category
- Interior Design Services
- NAICS
- Furniture Retailers (449110), Interior Design Services (54141)
- SIC
- Retail-Furniture Stores (5712)
- akta.pro primary industry
- Interior Design Services (BPAHAKAB)
Keywords
Where The Black Goose Design is headquartered
LocationHeadquarters
- HQ city
- Midvale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Black Goose Design business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others
Revenue model
- Furniture and Home Decor Retail: Sale of high-end furniture, home furnishings, and decor items through a physical retail showroom. Products include upholstery, case goods, lighting, rugs, artwork, and accessories.
- Interior Design Services: Full-service interior design including consultations, space planning, material selection, and project management for residential and commercial projects. Revenue generated through design fees and markups on specified products.
- Trade Program: Exclusive to-the-trade pricing program for interior design professionals, creating a B2B revenue stream through designer accounts.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
The Black Goose Design product offering
Product offeringCore offering
The Black Goose Design operates a curated high-end furniture and home decor retail showroom combined with a full-service interior design firm under one roof. It sells premium upholstery, case goods, lighting, rugs, artwork, and accessories from third-party brands, and delivers interior design services including in-store and in-home consultations, space planning, construction and remodel coordination, and project management for residential and commercial clients.
Product overview
The Black Goose Design is a furniture retail store and interior design firm located in Midvale, Utah. The business operates two core offerings under one roof: a beautifully curated retail furniture and home decor showroom, and a full-service interior design firm. Their retail operations feature a curated selection of high-end furniture brands including Wesley Hall and Lee Industries (upholstery), Hooker Furniture, Gabby, Noir Furniture, and Summer Classics (outdoor). Their interior design services encompass residential and commercial design, construction and remodeling, and design consultations. The company also operates a trade program (To the Trade) offering exclusive pricing to interior design professionals through Gardner Mill Company Stores. With over 40 years in business since 1985, the award-winning design team serves clients across Utah with styles ranging from timeless and classic to bold and contemporary.
Differentiator
Problem solved
Functional benefit
Products and services
- Interior Design Services Full-service interior design for residential and commercial spaces, covering consultations, space planning, furniture selection, and project management from concept through completion.
- Construction & Remodel Construction and remodeling services for homes and commercial spaces, including new builds and renovation projects, coordinated through the firm.
- Furniture & Home Decor Retail Curated retail showroom offering high-end furniture, home decor, artwork, bedding, lighting, and accessories from premium third-party brands.
- Design Consultations In-store or in-home design consultations with interior designers to help clients develop design plans and select furnishings as the primary sales-led entry point.
- To the Trade Designer Program Exclusive trade program giving interior design professionals access to to-the-trade pricing through Gardner Mill Company Stores, including the Black Goose Design product assortment.
Companies that use The Black Goose Design
Customer profileSegments3 records
Ideal customer profiles3 records
The Black Goose Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Black Goose Design partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Bradshaw Homes and PropertycoreThe Black Goose Design partnered with Bradshaw Homes and Property to design the Salt Lake Parade of Homes home, Banbury Manor. This partnership involved complete interior design of the featured property, showcasing the company's design capabilities to a wide audience through the annual parade event.
- FJP Supply CompanyminorVendor partner that provided assistance with custom pantry door designs for Randi Smith's historic home renovation project. The partnership involved custom door fabrication for the renovation.
- Gardner Mill Company StorescoreParent company that owns The Black Goose Design along with three sister stores: CF Home Furniture and Design, Layers Bedding, and Down To Earth Design and Home Furnishings. Gardner Mill Company operates multiple retail properties in the Gardner Village area.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Black Goose Design competitors and assessment
Company assessmentEmerging players
- Havenly: Havenly is an online interior design platform connecting consumers with designers for room-by-room design packages with optional furniture sourcing. Emerging competitor that overlaps with The Black Goose Design on the design-service and furniture-sourcing value chain, but with a lower-friction, digital-first delivery model.
- Decorilla: Decorilla is an online interior design marketplace offering virtual design consultations and furniture sourcing with discounts. Comparable design-service-plus-product offering aimed at homeowners, but delivered entirely online with national reach — an indirect competitive threat to showroom-based design firms.
Broad incumbents
- Restoration Hardware (RH): RH operates large-format galleries that blend luxury home furnishings with full interior design services. Comparable at the high-end of the same product-and-service category, but with a much larger national footprint and broader portfolio of adjacent categories.
- West Elm: West Elm is a national furniture retailer with in-store and online interior design services (West Elm Interior Design). Overlaps with The Black Goose Design in furniture + design services, though at a lower price tier and with a much larger digital footprint.
- Pottery Barn: Pottery Barn is a national home furnishings retailer offering in-store and remote interior design services (Pottery Barn Design Services). Overlaps with The Black Goose Design on furniture + design for residential clients, though at a lower price point.
- Crate & Barrel / CB2: Crate & Barrel offers furniture retail plus design services (Crate & Barrel Design Services) targeting homeowners. Comparable service offering but at a lower price tier and with national scale.
Direct peers
- Ethan Allen: Ethan Allen is a vertically integrated furniture retailer with company-owned design centers offering complimentary interior design services. Closely matches the integrated retail-showroom-plus-design model, with comparable target customers seeking full-room design help.
- Roche Bobois: Roche Bobois runs a global network of franchised showrooms offering premium furniture paired with complimentary interior design services. Direct peer in the showroom-plus-designer service model for high-end clientele, with comparable ticket sizes and project-based revenue.
- Room & Board: Room & Board operates showrooms paired with in-house design services selling modern American-made furniture. Directly comparable to The Black Goose Design's showroom + design services model, with similar mid-to-high price positioning and designer-led customer experience.
- Design Within Reach (DWR): Design Within Reach sells premium designer furniture through showrooms and trade programs aimed at both consumers and design professionals. Comparable in curating high-end furniture, running a trade program, and serving design-savvy clientele.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
The Black Goose Design social profiles
Digital presenceThe Black Goose Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Black Goose Design leadership team
Management profileNumber of profiles
Profiles15 records
The Black Goose Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Black Goose Design 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 The Black Goose Design
What does The Black Goose Design do?
The Black Goose Design operates a curated high-end furniture and home decor retail showroom combined with a full-service interior design firm under one roof. It sells premium upholstery, case goods, lighting, rugs, artwork, and accessories from third-party brands, and delivers interior design services including in-store and in-home consultations, space planning, construction and remodel coordination, and project management for residential and commercial clients.
Is The Black Goose Design a public or private company?
The Black Goose Design is a private company. It is classified as corporate owned and is currently operating.
When was The Black Goose Design founded?
The Black Goose Design was founded in 1985. It employs 11 to 50 people.
Where is The Black Goose Design based?
The Black Goose Design is headquartered in Midvale, United States, in the North America region.
How does The Black Goose Design make money?
Three revenue lines are on record. Furniture and Home Decor Retail is the primary driver. The others are interior Design Services and trade Program.
Who are The Black Goose Design's main competitors?
Emerging players on record are Havenly and Decorilla. Broad incumbents are Restoration Hardware (RH), West Elm, Pottery Barn and Crate & Barrel / CB2. Direct peers are Ethan Allen, Roche Bobois, Room & Board and Design Within Reach (DWR).
Does The Black Goose Design have an API?
No public API is recorded for The Black Goose Design.
What industry is The Black Goose Design in?
The Black Goose Design's product category is Interior Design Services. Its primary akta.pro industry code is BPAHAKAB, Interior Design Services. Its NAICS code is 449110 and its SIC code is 5712.