What Baeumler Design Group does

Baeumler Design Group, operating under the DBAs Sarah Baeumler, Refined Living, Sarah Delivered, and Caerula Mar Club, is a founder-owned multi-vertical Canadian lifestyle brand led by Sarah Baeumler (Founder & Creative Director) and Bryan Baeumler (Co-Founder). The company's core offering is the Refined Living interior design studio, providing paid project management, custom cabinetry, furniture selection, and turn-key installation services for high-net-worth residential and commercial clients, with a Room Refresh entry package priced at $3,250+ USD. Complementing this are the Sarah Baeumler Shop e-commerce storefront (Shopify-based, shipping from Burlington, Ontario and a newly onboarded US warehouse to 25+ countries), seasonal subscription boxes under Sarah Delivered (limited to 500 boxes per release at $140 USD), and wholly-owned Caerula Mar Club, a 24-key five-star boutique resort in South Andros, Bahamas acquired in 2018 and opened in 2020.

The revenue model is a hybrid of one-time e-commerce product sales, professional services fees, recurring subscription revenue, and managed hospitality services. The company serves three primary personas: high-net-worth homeowners commissioning design projects, affluent travelers staying at Caerula Mar, and lifestyle enthusiasts purchasing DTC products and subscriptions. Underlying technology is a Shopify storefront with cross-border inventory and shipping operations; no proprietary AI/ML capabilities, apps, or public API are disclosed.

Distribution and customer acquisition lean heavily on Sarah Baeumler's television presence (HGTV's Island of Bryan/Renovation Island and Rock the Block Season 5), supported by a blog, Patreon community, email newsletter, and social media. The company reports roughly 8 employees, has no disclosed external funding, investors, or parent company, and is registered to operate trademarks for Sarah Baeumler, Caerula Mar, and Refined Living. Sub-brands include B3 Multimedia (production arm behind the HGTV content) and Curated magazine (launched 2016).

Name

Baeumler Design Group

Legal name

Sarah Baeumler

Website

https://sarahbaeumler.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Baeumler Design Group (Sarah Baeumler) is a founder-owned Canadian lifestyle brand offering interior design services, direct-to-consumer e-commerce, seasonal subscription boxes, media production, and a 24-key luxury boutique resort (Caerula Mar Club) in The Bahamas.

Ownership category

akta.pro rank

Product category

Interior Design Services

NAICS

Interior Design Services (541410)

SIC

Retail-Furniture Stores (5712), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

akta.pro secondary industries

Industrial/Product & Furniture Design (BPAHAKAM), Luxury Boutique & Lifestyle Resorts (THAGACAO)

Keywords

• Interior design services
• Home decor retail
• Subscription boxes
• Boutique hospitality
• Lifestyle brand

Headquarters

HQ city

Burlington

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of home decor, furniture, lighting, jewelry, apparel, apothecary products, and lifestyle accessories through sarahbaeumler.com online storefront
2. Design Services (Refined Living): Custom interior design services for residential and commercial spaces including project management, floor plan development, interior drawings, custom cabinetry, furniture selection, and turn-key installation
3. Subscription Boxes (Sarah Delivered): Seasonal subscription box containing curated apothecary essentials and lifestyle products. Spring 2025 box priced at $140 USD with free shipping, limited to 500 boxes per release
4. Hospitality (Caerula Mar Club): Boutique resort operations on South Andros island in The Bahamas featuring 24 suites and villas, spa, fitness center, and culinary experiences
5. Room Refresh Consulting: Virtual design consultation service providing customized concept boards, floor plans, furniture options, and decor recommendations. Priced at $3250+ USD

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Baeumler Design Group is a multi-faceted lifestyle brand offering Refined Living interior design services for residential and commercial spaces, the Sarah Baeumler e-commerce shop selling curated home decor, furniture, jewelry, and apothecary products, the seasonal Sarah Delivered subscription box, the Caerula Mar Club boutique resort in the Bahamas, and B3 Multimedia production arm for television content.

Product overview

Baeumler Design Group is a multi-faceted lifestyle brand led by Sarah Baeumler, encompassing design services, hospitality, e-commerce, media production, and publications. The core offering is Refined Living design services, which provides comprehensive interior design from concept to completion for residential and commercial spaces. The portfolio includes the Caerula Mar Club boutique resort in the Bahamas, the Sarah Baeumler Shop e-commerce platform featuring curated home goods, apparel, jewelry, and apothecary products, the seasonal Sarah Delivered subscription box, and B3 Multimedia for television production. The company also publishes Curated Magazine and offers a Room Refresh consultation package. These offerings are unified by a wellness-led philosophy centered on intentional living and nature-inspired design.

Differentiator

Problem solved

Functional benefit

Brands

• Refined Living: Philosophical approach to interior design offering residential and commercial design services.
• Sarah Delivered
• Curated
• Caerula Mar Club
• B3 Multimedia

Products and services

• Refined Living Design Services Interior design services offering project management from concept to completion, including floor plan development, interior drawings, custom cabinetry, detailed finishes, furniture selections and styling, and turn-key installation for custom homes and commercial spaces. Designed for affluent homeowners seeking premium, intentional interior design.
• Room Refresh Package A customized virtual design consultation package providing visual concept boards, custom floor plans, furniture options, home decor selection, paint swatches, and window/wall treatment recommendations. Includes 45-minute virtual consultation with Sarah Baeumler. Starting at $3,250 USD.
• Caerula Mar Club A five-star boutique resort on South Andros, Bahamas featuring 24 suites and villas, spa, fitness center, and diverse culinary experiences. Reflects wellness-led design philosophy with sustainable practices and barefoot luxury aesthetic. Targeted at discerning luxury travelers.
• Sarah Baeumler Shop E-commerce platform selling curated home decor, furniture, lighting, bedding, apparel, jewelry, apothecary products, and lifestyle accessories. Features products inspired by the serene beauty of Caerula Mar and Sarah's design philosophy. Ships from Burlington Ontario warehouse (Canada) and dedicated U.S. warehouse.
• Sarah Delivered Subscription Box Seasonal subscription box featuring curated apothecary essentials, body care products using locally sourced natural ingredients from the Bahamas, and complementary lifestyle pieces designed to bring intention to daily rituals. Spring 2025 box priced at $140 USD with free shipping, limited to 500 boxes per release.
• The Coastal Range Box Limited edition collaboration box with Alberta Boot Co., featuring curated lifestyle items reflecting the craftsmanship and aesthetic of the upcoming boot collection. Price: $175 CAD per box, shipping not included.
• B3 Multimedia Production arm that develops and produces television content and branded storytelling, including the HGTV series Island of Bryan/Renovation Island documenting design and renovation projects.
• Curated Magazine Lifestyle magazine publication offering design inspiration, wellness content, and editorial features aligned with Sarah Baeumler's elevated design philosophy.

Quantifiable outcome

• Five-star resort rating for Caerula Mar Club boutique property
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• Alberta Boot Co.flagshipStrategic or Co-development Partner · 1 January 2025Collaboration on limited edition product collection - The Coastal Range Box serves as pre-launch celebration of the Sarah Baeumler x Alberta Boot Co. collaboration featuring footwear and complementary lifestyle pieces.
• HGTV (Rock the Block)coreStrategic or Co-development Partner · 1 January 2024Sarah and Bryan Baeumler competed in Rock the Block Season 5 alongside 3 other design teams transforming identical properties into dream homes. Competition format showcasing design expertise and Natural Zen aesthetic theme.
• Princess Margaret LotteryminorGTM or Marketing Partner · 1 January 2019Princess Margaret Lottery Home Partnership in 2019 supporting cancer research through donated design services or property experiences.
• HGTV CanadacoreStrategic or Co-development Partner · 1 January 2017Television partnership producing Island of Bryan (Canada) and Renovation Island (US) series documenting the restoration and opening of Caerula Mar Club resort in The Bahamas. The show became the central premise of the resort's development journey.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Havenly: Online interior design service offering virtual design packages and e-commerce — directly comparable to the Room Refresh virtual consultation model.
• Bungalows Key Largo: Boutique all-inclusive Caribbean resort offering an intimate, design-forward luxury experience — directly comparable to Caerula Mar Club's small-key, luxury Bahamas positioning.
• Studio McGee: Interior design firm with a hit Netflix show (Dream Home Makeover), an e-commerce McGee & Co. home line, and project-based design services — directly comparable to Refined Living's celebrity-designer-plus-retail model.
• Parachute Home: DTC home brand focused on bedding, bath, and home essentials with an elevated, intentional-living aesthetic — comparable curated home goods e-commerce positioning.
• Magnolia (Joanna Gaines): Joanna Gaines's lifestyle brand spanning Magnolia Network media, Magnolia Home interior design, retail (Hearth & Hand at Target, Magnolia Home line), and hospitality — directly comparable to Baeumler's celebrity-led design/retail/media/hospitality portfolio.
• Serena & Lily: Premium DTC home brand with coastal-luxury aesthetic, design services, and curated lifestyle products — overlapping with the Sarah Baeumler Shop's premium home decor positioning.
• Jenni Kayne: California lifestyle brand spanning apparel, home (Jenni Kayne Home), and a brick-and-mortar retail footprint — comparable premium-lifestyle DTC multi-category model.
• Lulu and Georgia: Direct-to-consumer home furnishings and decor brand with curated aesthetic and designer collaborations — comparable e-commerce model and customer profile to Sarah Baeumler Shop.
• Jonathan Adler: Designer-led lifestyle brand with signature home decor, furniture, and retail stores globally — comparable designer-name DTC home brand.

Broad incumbents

• RH (Restoration Hardware): Large luxury home furnishings retailer with galleries, design services, and hospitality (RH Guesthouse) — broader incumbent operating in the same luxury home + design space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/baeumler-design-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Baeumler Design Group