Private Label
Private Label International is a full-service B2B interior design firm headquartered in Phoenix with offices in San Francisco and Orange County, serving institutional developers, hoteliers, and restaurateurs across senior living, multifamily, hospitality, and repositioning projects in the western and southern United States.
- Company typePrivate
- Founded2008
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Private Label does
Private Label International is a full-service B2B interior design firm headquartered in Phoenix, Arizona, with additional offices in San Francisco and Orange County, California. The company is commissioned by leading developers, architects, hoteliers, and restaurateurs to create and reposition properties across four core verticals: senior living, multifamily residential, hospitality, and restaurants/retail. Its offering spans concept development, space planning, interior styling, furniture procurement, and project oversight from conception to completion, with ancillary product lines in property repositioning (including office-to-residential and hotel-to-residential adaptive reuse), speed-to-market design, and rapid-response "SOS" design services.
The business operates on a project-based, quote-based professional services model with multi-year contract cadences. Revenue is generated through direct enterprise field sales to institutional clients including The Wolff Company/Revel Communities, Greystar, Equity Residential, Lincoln Property, PGIM Real Estate, The Carlyle Group, Invesco, AIMCO, CBRE, Hilton Hotels & Resorts, Marriott, and Wyndham Hotels & Resorts, as well as select mid-market and local clients in markets served across Arizona, California, Nevada, Texas, Virginia, and Washington. Procurement services are integrated into the design engagement, allowing some pass-through revenue on furniture, fixtures, and equipment.
The firm is led by Principal Wendi Stallings and Creative Director Christina Johnson, supported by a multi-disciplinary team of 1-10 employees. Private Label has been recognized on Interior Design Magazine's Rising Giants list for three consecutive years (2021-2023) and on the Sustainability Giants list in 2022-2023, alongside multiple NAHB Best of 55+ Housing Awards, Multi-Housing News Excellence Awards, MFE Awards, and other industry honors, primarily for senior living and multifamily work. The company is privately held with no disclosed parent, institutional investors, or funding rounds, and operates as an independent design studio.
Private Label firmographics
Firmographics- Name
- Private Label
- Legal name
- Private Label International
- Website
- https://privatelabelintl.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Private Label International is a full-service B2B interior design firm headquartered in Phoenix with offices in San Francisco and Orange County, serving institutional developers, hoteliers, and restaurateurs across senior living, multifamily, hospitality, and repositioning projects in the western and southern United States.
- Ownership category
- akta.pro rank
Where Private Label is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Private Label business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Interior Design Services: Full-service interior design and procurement services for multifamily, senior living, hospitality, and commercial properties. Services include concept development, space planning, interior styling, furniture procurement, and project oversight from conception to completion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based professional services |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Private Label product offering
Product offeringCore offering
Private Label International is a full-service interior design firm that provides design, procurement, and project management services for hospitality, multifamily, senior living, restaurant, and retail properties. The firm delivers concept development, space planning, FF&E specification, and installation oversight through a multi-disciplinary team that manages projects from initial vision through final installation.
Product overview
Private Label International is a full-service interior design firm offering a comprehensive suite of services for the multifamily, senior living, and hospitality sectors. Their core offerings include Full Service Interior Design (covering the complete design process from conception to completion), Repositioning Services (adaptive reuse, office-to-residential and hotel conversions), Speed-to-Market Design (accelerated delivery), Procurement Services, and SOS Services for design dilemmas. The company specializes in creating distinctive design solutions for leading developers, architects, hoteliers, and restaurateurs, with a portfolio spanning senior living communities (Revel brand), market rate multifamily properties, student housing, and repositioned properties.
Differentiator
Problem solved
Functional benefit
Products and services
- Full Service Interior Design End-to-end interior design service for hospitality, multifamily, senior living, restaurant, and retail properties, covering concept development, space planning, FF&E specification, procurement oversight, and installation management for developers, owners, and operators.
- Repositioning Services Design and project management service for owners and operators seeking to reposition existing hospitality, multifamily, or senior living properties, refreshing interiors and amenities to compete with newer competing properties.
- SOS Services Targeted, rapid-intervention interior design service used to resolve, stabilize, or take over troubled or stalled design and procurement projects for clients facing execution challenges.
- Speed-to-Market Design Expedited interior design service for hospitality, multifamily, and restaurant clients with compressed opening or launch timelines, prioritizing rapid concept-to-installation execution.
- Procurement Services FF&E procurement, sourcing, and logistics management service for clients needing to specify, order, track, and install furniture, fixtures, and equipment across one or multiple properties.
Quantifiable outcome
- NAHB 2019 Best of 55+ Housing Awards - Silver & Gold for Province Springs & Revel Nevada
- +3 more outcomes
Companies that use Private Label
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles3 records
Private Label technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Private Label partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- The Wolff CompanycoreLong-standing strategic partnership with The Wolff Company for interior design of Revel senior living communities across multiple states. The Wolff Company is a Scottsdale-based private equity firm and senior living developer.
- Revel CommunitiescoreRevel Communities, a division of The Wolff Company, is a key client for interior design services on senior independent living communities. Multiple award-winning projects completed together.
- AEWminorReal estate investment firm that has worked with Private Label on interior design projects
- AIMCOminorReal estate investment trust client for interior design services
- Equity ResidentialminorMajor multifamily real estate investment trust client
- GreystarminorGlobal real estate investment management firm client for interior design
- Lincoln Property CompanyminorReal estate development and management firm client
- PGIM Real EstateminorReal estate investment arm of Prudential Financial, client for property repositioning projects
- CBREminorCommercial real estate services firm with ongoing working relationship. Principal and Creative Director have presented at CBRE Global Investor events.
- The Carlyle GroupminorGlobal investment firm client for real estate interior design services
- Wexford DevelopmentminorMultinational developer investing in multifamily properties; projects include Elkwood development in Flagstaff and Tempe apartments
- InvescominorInvestment management firm client for interior design services
- Starwood Hotels & ResortsminorHospitality brand client for interior design services
- Marriott Vacation ClubminorMarriott brand hospitality client for interior design services
- Adler Public RelationsminorPR agency handling media inquiries and communications for the firm
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Private Label competitors and assessment
Company assessmentDirect peers
- ForrestPerkins: Established interior design firm specializing in luxury hospitality and residential projects. Comparable to PLI on the hospitality design vertical and on premium-brand client base.
- AvroKO: Design firm specializing in hotels, restaurants, and residential interiors with a strong brand-and-concept orientation. Comparable to PLI on hospitality/restaurant vertical and distinctive point-of-view design positioning.
- BBGM (Montroy Andersen DeMarco): Interior design firm focused on hospitality, hotel, and senior living projects. Comparable to PLI on hospitality and senior living verticals and on serving institutional hotel and senior living developers.
- Simeone Deary Design Group: Hospitality and restaurant interior design firm known for branded hotel and restaurant work. Directly comparable on hospitality/restaurant vertical and project-based design services for hotel operators and restaurateurs.
- Lessard Design: Boutique interior design firm serving multifamily, senior living, and hospitality clients. Closely comparable to Private Label International in service mix, vertical specialization, and clientele; PLI lists Lessard Design as a peer partner on its own website.
- Bill Rooney Studio: Boutique hospitality interior design firm serving luxury hotels, resorts, and restaurants. Comparable to PLI on hospitality vertical, project-based service model, and high-end brand client roster.
Broad incumbents
- Gensler: Global architecture and design firm with a large hospitality, multifamily, and workplace interior design practice. Overlaps with PLI across multiple verticals but at much greater scale and with a broader portfolio.
- Hirsch Bedner Associates (HBA): Global hospitality interior design firm serving major hotel brands worldwide. Overlaps directly with PLI's hospitality practice but operates at much larger global scale across Hilton, Marriott, and similar flagship clients.
- Rockwell Group: Cross-disciplinary design firm with a strong hospitality, restaurant, and hotel interior design practice. Comparable to PLI on hospitality design services but operates at significantly larger scale and brand recognition.
Emerging players
- Elkus Manfredi Architects: Architecture and interior design firm with multifamily, hospitality, and mixed-use project experience. Partial overlap with PLI's multifamily and repositioning work, though with broader architectural scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Private Label social profiles
Digital presencePrivate Label financial estimates
Financial estimateRevenue estimate
Valuation estimate
Private Label leadership team
Management profileNumber of profiles
Profiles2 records
Private Label funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Private Label 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 Private Label
What does Private Label do?
Private Label International is a full-service interior design firm that provides design, procurement, and project management services for hospitality, multifamily, senior living, restaurant, and retail properties. The firm delivers concept development, space planning, FF&E specification, and installation oversight through a multi-disciplinary team that manages projects from initial vision through final installation.
Is Private Label a public or private company?
Private Label is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Private Label founded?
Private Label was founded in 2008. It employs 1 to 10 people.
Where is Private Label based?
Private Label is headquartered in San Francisco, United States, in the North America region.
How does Private Label make money?
One revenue line is on record: interior Design Services.
Who are Private Label's main competitors?
Direct peers on record are ForrestPerkins, AvroKO, BBGM (Montroy Andersen DeMarco), Simeone Deary Design Group, Lessard Design and Bill Rooney Studio. Broad incumbents are Gensler, Hirsch Bedner Associates (HBA) and Rockwell Group. Elkus Manfredi Architects is listed as an emerging player.
Does Private Label have an API?
No public API is recorded for Private Label.