Private Label

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.

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

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core 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

Named customers16 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• The Wolff CompanycoreStrategic or Co-development PartnerLong-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 CommunitiescoreStrategic or Co-development PartnerRevel 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.
• AEWminorChannel Partner/ Reseller/ DistributorReal estate investment firm that has worked with Private Label on interior design projects
• AIMCOminorChannel Partner/ Reseller/ DistributorReal estate investment trust client for interior design services
• Equity ResidentialminorChannel Partner/ Reseller/ DistributorMajor multifamily real estate investment trust client
• GreystarminorChannel Partner/ Reseller/ DistributorGlobal real estate investment management firm client for interior design
• Lincoln Property CompanyminorChannel Partner/ Reseller/ DistributorReal estate development and management firm client
• PGIM Real EstateminorChannel Partner/ Reseller/ DistributorReal estate investment arm of Prudential Financial, client for property repositioning projects
• CBREminorStrategic or Co-development PartnerCommercial real estate services firm with ongoing working relationship. Principal and Creative Director have presented at CBRE Global Investor events.
• The Carlyle GroupminorChannel Partner/ Reseller/ DistributorGlobal investment firm client for real estate interior design services
• Wexford DevelopmentminorChannel Partner/ Reseller/ DistributorMultinational developer investing in multifamily properties; projects include Elkwood development in Flagstaff and Tempe apartments
• InvescominorChannel Partner/ Reseller/ DistributorInvestment management firm client for interior design services
• Starwood Hotels & ResortsminorChannel Partner/ Reseller/ DistributorHospitality brand client for interior design services
• Marriott Vacation ClubminorChannel Partner/ Reseller/ DistributorMarriott brand hospitality client for interior design services
• Adler Public RelationsminorGTM or Marketing PartnerPR agency handling media inquiries and communications for the firm

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct 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

• Facebookfacebook.com/privatelabelintl
• LinkedInlinkedin.com/company/private-label-international-
• Instagraminstagram.com/pl_studiolive

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Private Label