HEWN San Francisco

What HEWN San Francisco does

HEWN, founded in 2012 by Peter West and Jeff Holt, is a trade-only showroom located in the historic Showplace Square South building at 299 Kansas St in San Francisco. It serves interior designers and architects by aggregating a curated portfolio of 50+ premium manufacturers across furniture, lighting, textiles, wallcoverings, and floorcoverings — including brands such as Armani Casa, George Smith, Fromental, Thibaut, Zimmer + Rohde, Keith Fritz, and Madeline Stuart. The company operates a second showroom, HEWNX, opened in 2015 as a modern offshoot in the San Francisco Design Center.

The business model is a representative/intermediary showroom model: HEWN earns revenue by facilitating transactions between manufacturers and trade buyers, with quote-based pricing, a dedicated trade account program (resale certificate required), and a +3% surcharge on credit card payments. The go-to-market is enterprise field sales — a personalized, relationship-driven service model rather than a self-service retail experience — supported by sample and shop-request workflows, virtual Matterport tours, and a web shop for trade-account holders. Marketing is conducted through Instagram, Facebook, Pinterest, email newsletters, and earned media in shelter publications.

Technology is not a differentiator: HEWN runs on a standard third-party e-commerce storefront (myshowroomsoftware.com) and has no documented proprietary technology, APIs, or AI capabilities. The company's defensible assets are its curated vendor relationships, physical showroom presence in the SF Design Center, 13-year brand history, and the founders' stated client-service methodology. The company is privately held, has approximately 6 employees, and operates primarily in the San Francisco Bay Area and Northern California, with no institutional investment or parent company identified.

Name

HEWN San Francisco

Legal name

HEWN

Website

https://hewnsf.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

HEWN is a privately held, trade-only showroom in San Francisco's Showplace Square that represents 50+ premium manufacturers of furniture, lighting, textiles, wallcoverings, and floorcoverings to interior designers and architects across Northern California.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Product Sales through Showroom: HEWN operates as a trade showroom representing manufacturers of home furnishings. Revenue is generated through product sales to interior designers and architects. The showroom facilitates transactions between vendors and design professionals, handling tariff information, payment processing, and logistics for orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

HEWN is a trade-only home furnishings showroom that represents over 50 manufacturers of curated, hand-crafted furniture, lighting, textiles, wallcoverings, and floorcoverings for sale to interior designers and architects. Sales are facilitated through a physical showroom at the San Francisco Design Center, an online web shop, a trade account program, and shop and sample request services. The business is relationship-driven and operates on quote-based trade pricing with a +3% surcharge on credit card payments.

Product overview

HEWN is a physical showroom located in the San Francisco Design Center (Showplace Square South) that operates as a curated design resource for interior design and architectural professionals. Rather than a unified software product, HEWN is a portfolio of represented brands across four main categories: Furniture (including brands like Alfonso Marina, Erinn V, George Smith, Keith Fritz, Madeline Stuart, Thibaut Fine Furniture, and others), Lighting (including David Copello Guild, Martin Huxford, Fuse Lighting, Aldo Bernardi, Bella Figura, and Salgado Saucier), Textiles & Wallcoverings (including Fermoie, Fromental, Zimmer + Rohde, Thibaut Design, Peter Fasano, and many others), and Floorcovering (Amara Rugs). The showroom was co-founded in 2012 by Peter West and Jeff Holt to offer a sophisticated and thoughtfully merchandised collection of home furnishings, fabrics, wall coverings, lighting, rugs, and accessories, with a unique methodology focused on efficient client service without routine follow-up calls.

Differentiator

Problem solved

Functional benefit

Brands

• HEWNX: Second showroom/offshoot brand operated by HEWN, located in the San Francisco Design Center.

Products and services

• HEWN Showroom

Named customers1 record

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

Five partnerships are on record, tiered core and minor.

• Furniture Vendors (50+)coreChannel Partner/ Reseller/ DistributorHEWN represents over 50 furniture manufacturers including Aesthetic Decor, Alfonso Marina, Erinn V, George Smith, Keith Fritz, Madeline Stuart, Minton Spidell, O. Henry House, Ted Boerner, and Thibaut Fine Furniture among others. These vendors provide hand-crafted and artisanal furniture pieces.
• Lighting VendorscoreChannel Partner/ Reseller/ DistributorLighting collection includes Aldo Bernardi, Bella Figura, David Copello Guild, Fuse Lighting, Martin Huxford, Paul Ferrante, Salgado Saucier, Matthew Studios Lighting, and Iatesta Studio. Represents designers and manufacturers of high-end decorative lighting.
• Textile and Wallcovering VendorscoreChannel Partner/ Reseller/ DistributorRepresents major textile and wallcovering brands including Armani Casa, Coraggio, Fermoie, Fromental, Garrett Leather, Houles, Malabar, Mokum, Peter Fasano, Thibaut Design, Zimmer + Rohde, and 20+ others for fabrics, trims, and wallcoverings.
• Amara RugscoreChannel Partner/ Reseller/ DistributorAmara Rugs, established in 1993, is a premier rug resource known for exceptional rugs, innovative spirit, and quality of service. HEWN represents Amara for floorcovering products.
• HEWNX (Second Showroom)minorStrategic or Co-development PartnerHEWNX is the second showroom opened by partners Jeff Holt, Kathleen Navarra, and Peter West in the San Francisco Design Center. It offers next-generation inspiration in a loft-like space.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Roche Bobois: Global luxury furniture retailer with showrooms worldwide. Comparable to HEWN's high-end positioning and showroom model but operates at much larger scale with own-brand and partnered-brand assortment.
• RH (Restoration Hardware): Large multi-channel luxury home furnishings retailer with galleries and design services. Overlaps with HEWN's high-end home furnishings positioning but operates at vastly larger scale and serves end consumers as well as trade.
• Baker Furniture: Luxury residential furniture manufacturer and retailer with broader scale and multi-channel distribution. Comparable to HEWN's high-end furniture assortment (e.g., Keith Fritz, George Smith) but at greater scale and with broader market reach.

Direct peers

• Pierre Frey: French luxury textile and wallcovering house sold primarily to-the-trade through designer showrooms. Comparable to HEWN's textiles and wallcoverings assortment (e.g., Fromental, Fermoie) and trade-only distribution model.
• Holly Hunt: Luxury to-the-trade furniture and textile showroom brand operating showrooms in major U.S. design centers. Closely comparable to HEWN in serving interior designers and architects with curated, high-end collections sold via dedicated showroom and trade-only channels.
• Colony: Multi-brand curated showroom concept featuring third-party designer brands across furniture, lighting, and home accessories. Closely comparable to HEWN's curated, multi-vendor showroom model with designer-friendly trade positioning.
• Cowtan & Tout: To-the-trade fabric and wallcovering brand selling to interior designers via showroom representation. Comparable in assortment mix, customer base, and trade-only model to HEWN's textiles and wallcoverings category.
• Kravet: Major to-the-trade fabric, furniture, and home furnishings distributor selling through designer showrooms. Highly comparable to HEWN's textiles and home furnishings assortment and to-the-trade positioning with designer customers.
• Lee Jofa: To-the-trade fabric and wallcovering brand, now part of the Kravet family, selling to interior designers through showroom representation. Comparable to HEWN's textile and wallcovering assortment and trade-only designer customer base.
• Brunschwig & Fils: Heritage luxury to-the-trade fabric and wallcovering brand distributed through designer showrooms. Comparable to HEWN's curated textile/wallcovering assortment and reliance on showroom-based designer relationships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HewnSF
• Instagraminstagram.com/hewnsf
• Pinterestpinterest.com/hewnsf
• LinkedInlinkedin.com/company/hewn-san-francisco

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 HEWN San Francisco