Sammel Group

What Sammel Group does

Sammel Group is a custom signage and branded environments fabricator headquartered in Essex Junction, Vermont. Founded in 2002 by Roger Sammel as Sammel Sign Company and rebranded in 2021, the company provides end-to-end services spanning design, planning, fabrication, and installation. Operations are consolidated under one roof, with in-house capabilities including a woodshop, metal shop, sign shop, and large-format print shop. The product portfolio spans dimensional lettering, carved signs, blade signs, hanging signs, freestanding signs, facades, wall and window graphics, vehicle graphics, kiosks, and interpretive signage, as well as interior fit-out work including millwork, custom cabinetry, displays, and built-in furniture.

The company operates a B2B project-based revenue model, primarily serving architects, interior designers, and construction companies that specify signage and branded environments for end clients. Named customers span banking (Northfield Savings Bank, 13 branches), restaurants (The Skinny Pancake, 13 locations), grocery retail (Jericho Market, 20,000 sq.ft.), dairy retail (Cabot Creamery), pediatric healthcare (Treehouse Eyes, nationwide), and consumer brands (Ben & Jerry's). Revenue is generated through one-time project fees with no publicly disclosed pricing tiers. The company has remained privately held and bootstrapped throughout its 23-year history with no disclosed external funding. In 2021, ownership transitioned from founder Roger Sammel to Steve Ertle, and the company continues to operate as a small team of approximately 7 employees, with project shipping and installation support available nationwide.

Name

Sammel Group

Legal name

Sammel Group

Website

https://sammelgroup.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Sammel Group is a custom signage and branded environments fabricator serving B2B clients in banking, restaurants, healthcare, retail, and consumer brands. The Essex Junction, Vermont company delivers design, fabrication, and installation from in-house wood, metal, and large-format print shops.

Ownership category

akta.pro rank

Product category

Custom Signage and Branded Environments

NAICS

Sign Manufacturing (33995), Custom Architectural Woodwork and Millwork Manufacturing (337212)

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro industry

PRIMARYBPAHAKAN

Wayfinding, Signage & Environmental Graphic Design

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Architecture, Design & Planning Services

SECONDARYIMAFANAM

Specialty Finishes & Decorative Installations (Plaster, Stone Veneer, Feature Walls)

Industrials, Manufacturing & Construction/Construction & Civil Engineering/Interior Fit-Out & Finishing Contractors

Keywords

• Custom signage fabrication
• Branded environments
• Large format printing
• Custom millwork
• Sign installation

Headquarters

HQ city

Essex Junction

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Signage Fabrication: Design, manufacture, and installation of custom high-quality signs including dimensional lettering, carved signs, blade signs, hanging signs, freestanding signs, pole signs, and facades
2. Branded Environments / Spaces: Complete interior fit-outs transforming spaces with built-ins, mill work, wall graphics, custom cabinetry, shelving, displays, and furniture. Project sizes range from small exam rooms (150-300 sq.ft.) to large grocery stores (20,000 sq.ft.)
3. Window and Vehicle Graphics: Custom graphics for windows and vehicles including frosted graphics, vinyl lettering, and full vehicle wraps
4. Installation and Shipping Services: On-site installation of completed projects or shipping worldwide with detailed assembly instructions and team support

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sammel Group designs, fabricates, and installs custom signs (dimensional lettering, carved, blade, hanging, freestanding, pole signs, facades) and branded interior environments (wall graphics, millwork, custom cabinetry, displays, window graphics) via in-house wood, metal, and print shops. The firm serves mid-market and enterprise clients directly, often in partnership with interior designers, architects, and construction companies.

Product overview

Sammel Group, formerly Sammel Sign Company established in 2002 and renamed in 2021, is a custom signage and branded environments company operating as a single unified offering. The company provides end-to-end solutions combining design, planning, fabrication, and installation services for signs and interior branded spaces. Their in-house manufacturing capabilities include a woodshop, metal shop, and print shop, all under one roof, enabling complex custom fabrication projects. The product portfolio spans multiple sign types (dimensional lettering, carved signs, hanging signs, blade signs, freestanding signs, pole signs, facades) and branded environment services (wall graphics, window graphics, frosted graphics, custom fabrication, mill work, built-ins). Projects serve diverse industries including retail, restaurants, banking, medical, grocery, and food service across Vermont, New Hampshire, New York, and nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Signs Custom-designed, high-quality signage including dimensional lettering, carved signs, hanging signs, blade signs, freestanding signs, pole signs, and facades. Built for durability and engagement for enterprise and mid-market clients across B2B projects.
• Branded Environments / Spaces Interior and exterior branded environment solutions transforming spaces using built-ins, mill work, cabinets, shelving, wall graphics, wallpaper, and custom displays. Project sizes range from small exam rooms (150-300 sq.ft.) to large grocery stores (20,000 sq.ft.).
• Custom Fabrication Custom manufactured items including displays, furniture, kitchen islands, reception desks, shelving units, and specialty pieces, including reclaimed-lumber work and custom-built items for commercial environments.
• Window Graphics Window graphic applications including frosted window graphics, vinyl lettering, and custom window displays printed on various materials for commercial and office settings.
• Wall Graphics Large-format wall mural printing and installation on various surfaces including fabric, wallpaper, wood, and stone for branded environments in retail, restaurant, banking, and healthcare spaces.
• Vehicle Graphics Vehicle wrap and graphics services to transform company vehicles into mobile billboards with branded messaging for business clients.
• Frosted Graphics Frosted window and glass treatments for privacy and branding in office and commercial settings.
• Kiosks Interpretive and informational kiosks for trailheads, museums, and public spaces.
• Interpretive Signs Educational and interpretive signage for nature conservancy and public spaces.
• Installation and Delivery Services Professional on-site installation of completed projects, plus packaging and worldwide shipping with detailed assembly instructions and ongoing support for clients outside the Vermont region.

Quantifiable outcome

• Consistent brand messaging across 13 branches
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Christine Burdick DesigncoreStrategic or Co-development Partner · 1 January 2017Long-standing design partnership for retail and branded environment projects. Collaborated on Cabot Creamery Farmers' Store redesign and Jericho Market transformation. Design partner brings vision; Sammel Group provides fabrication and installation.
• Dambly DesigncoreStrategic or Co-development PartnerCollaboration with Dambly Design for Treehouse Eyes pediatric optometry projects. Dambly Design provides vision for child-friendly themed exam rooms; Sammel Group handles fabrication and installation.
• Arcana WorkshopminorStrategic or Co-development PartnerHelped design and install the 70-foot wide, 16-foot high sugarbush wall mural at Jericho Market, featuring giant maple tree trunks with sap buckets.
• Stride Creative GroupminorOthersWebsite development and design partner responsible for Sammel Group's website.

Scale indicators6 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• YESCO: Large established sign fabrication and installation company with custom signage, channel letters, and branded environment capabilities — comparable core offering though focused on larger exterior signage programs.
• The Vomela Companies: Large-scale specialty printer and visual communications producer with branded environment, signage, and large-format printing capabilities — directly comparable in service mix to Sammel Group but operating at materially greater scale across multiple U.S. facilities.
• Allen Industries: National sign, environmental graphics, and branded environment company serving enterprise clients across multiple verticals — comparable customer base (banks, retail, restaurants) and similar end-to-end design-to-installation scope.

Direct peers

• FASTSIGNS: Franchise network of sign and graphics centers providing custom signage, vehicle wraps, and visual communications for small and mid-market businesses — comparable in custom sign and graphics service offerings though more standardized and transactional.
• Stratis Industries: Mid-sized signage and branded environment fabricator serving enterprise clients with custom signs, interior graphics, and architectural signage — comparable custom fabrication scope and project-based commercial model.
• Western Neon: Custom sign fabrication and installation company with channel letter, architectural, and branded environment capabilities — directly comparable in custom signage scope and enterprise project execution.
• Apple Signs: Custom sign design, fabrication, and installation firm serving commercial customers with architectural signage and branded environments — similar full-service custom model and partner-led GTM motion.
• Color-Ad: Custom sign and graphics manufacturer serving regional and national accounts with dimensional signage and branded environments — directly comparable in project-based custom fabrication for multi-location enterprise customers.
• Image360 (formerly Signs Now): Franchise network focused on signage, graphics, and visual communications for B2B clients — direct comparable in service mix (custom signs, vehicle graphics, branded environments) with similar referral-driven B2B GTM.

Regional players

• Mohawk Sign Systems: Custom architectural sign fabrication company serving Northeast commercial clients with wayfinding, dimensional signage, and branded environment solutions — directly comparable regional peer with similar customer mix and project types.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sammel-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Sammel Group