Villa Decor
Villa Decor is a Grand Rapids, Michigan-based boutique interior design studio, founded in 2008 and led by Amy Darooge, offering full-service residential and commercial design plus tiered remote E-Design packages to clients across Michigan.
- Company typePrivate
- Founded2008
- HeadquartersGrand Rapids, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Villa Decor does
Villa Decor is a privately held, founder-owned boutique interior design studio founded in 2008 and operated by principal designer Amy Darooge, who holds a degree from Kendall College of Art and Design and brings over 16 years of experience. The studio is based in the Grand Rapids, Michigan area and serves both residential and commercial clients across Michigan, including Northern Michigan and Ann Arbor. Work has been featured in Houzz, Cosmopolitan Home, and Cottage and Bungalows, and Villa Decor also operates Villa Décor Boutique, a co-located lifestyle specialty store.
The company offers a full-service interior design practice spanning space planning, custom millwork and cabinetry, color/finishes/furnishings selection, lighting layouts, and kitchen design, supported by 3D renderings for project visualization. Alongside full-service engagements, Villa Decor sells a tiered E-Design remote service with three package levels priced at $300-$350, $450-$500, and $600-$650, enabling clients outside the local area to receive custom furniture plans, color palettes, shopping lists, and design boards without in-person consultations. Revenue is generated primarily through professional services fees on full-service projects and per-room E-Design package sales.
Customer segments include affluent homeowners seeking high-end residential design and commercial business owners across food and beverage (Rowster Coffee, José Babushka's) and corporate/office (Baudville) verticals. The firm markets through its portfolio website, Houzz, and Instagram, with word-of-mouth referrals as a notable channel given the boutique nature of the business. The company has 13 employees, no external funding, no public listing, and no disclosed parent company, consistent with a stable, owner-operated service business.
Villa Decor firmographics
Firmographics- Name
- Villa Decor
- Legal name
- Villa Decor
- Website
- https://villadecor.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Villa Decor is a Grand Rapids, Michigan-based boutique interior design studio, founded in 2008 and led by Amy Darooge, offering full-service residential and commercial design plus tiered remote E-Design packages to clients across Michigan.
- Ownership category
- akta.pro rank
Villa Decor industry classification
Industry- Product category
- Interior Design Services
- NAICS
- Interior Design Services (541410), Interior Design Services (54141)
- akta.pro primary industry
- Interior Design Services (BPAHAKAB)
- akta.pro secondary industry
- Luxury Whole-Home Renovation (High-End Finishes & Custom Build) (HSAPAEAI)
Keywords
Where Villa Decor is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Villa Decor business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Full-Service Interior Design: Custom interior design services for residential and commercial projects including conceptual design, space planning, custom millwork, color/finishes/furnishings, lighting layouts, and kitchen design. Projects range from lakeside cottages to bed and breakfasts, bistros, restaurants, and new construction remodels.
- E-Design Packages: Remote design service with three package tiers (Minimal $300-350, Essentials $450-500, Total Package $600-650) where clients receive design concept boards, furniture plans, shopping lists, and renderings without in-person design consultations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | The Minimal - $300-$350: Basic design inspiration and starting point for layout and design |
| Unit Pricing | Pay-as-you-go | The Essentials - $450-$500: Complete space design with foundational furniture selections |
| Unit Pricing | Pay-as-you-go | The Total Package - $600-$650: Full design package with all furniture selections and revisions |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Villa Decor product offering
Product offeringCore offering
Villa Decor is an interior design studio offering full-service residential and commercial design engagements that include conceptual design, space planning, custom millwork, color/finishes/furnishings selection, lighting layouts, and kitchen design. It also sells tiered remote E-Design packages (Minimal, Essentials, Total Package) where clients submit room measurements and inspiration and receive scaled furniture plans, concept boards, shopping lists, and 3D renderings.
Product overview
Villa Decor is an interior design studio offering a unified set of design services rather than a modular software product. The core offerings include residential and commercial interior design, with specialized services for E-Design (remote design packages), Custom Millwork/Cabinetry Design, Conceptual Design with 3D Renderings, Color/Finishes/Furnishings Selection, Lighting Layouts, and Kitchen Design. The E-Design service is structured into three tiered packages: The "Minimal" ($300-$350), The "Essentials" ($450-$500), and The "Total Package" ($600-$650), which progressively add more deliverables including furniture plans, shopping lists, 3D renderings, and design revisions.
Differentiator
Problem solved
Functional benefit
Brands
- Villa Décor Boutique: A lifestyle specialty store and design studio operated by Amy Darooge
Products and services
- E-Design Remote Interior Design Service
Companies that use Villa Decor
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Villa Decor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Villa Decor partnerships and signals
Strategic signalScale indicators2 records
Recent moves3 records
Expansion highlights3 records
Villa Decor competitors and assessment
Company assessmentBroad incumbents
- Pottery Barn: National home furnishings retailer with design services and free in-store/online design consultations. Comparable broad incumbent offering design services adjacent to its retail furniture business.
- Room & Board: Modern home furnishings retailer offering free in-home and online design services. Comparable broad incumbent serving design-conscious residential customers with overlapping aesthetic and pricing band.
- Crate & Barrel: National home retailer offering interior design services including kitchen, room, and event design. Comparable broad incumbent with overlapping residential design offerings and similar mid-to-high-end customer profile.
- West Elm: National home furnishings retailer offering in-store and online interior design services. Comparable as an established broad incumbent in residential design services with overlapping customer base and complementary retail footprint.
- Design Within Reach: Modern furniture retailer with in-store and online design services featuring premium designer brands. Comparable broad incumbent in the residential design services space with higher-end customer overlap.
Direct peers
- Decorilla: Online interior design platform offering tiered e-design packages with multiple designer matches. Directly comparable to Villa Decor's E-Design model in pricing structure, remote delivery, and target DIY-involved clients.
- Havenly: Online interior design service providing affordable room-by-room design packages with assigned designers. Comparable to Villa Decor's tiered E-Design offerings in both delivery model and price-band targeting.
- Modsy: Online interior design platform combining 3D renderings of clients' rooms with curated furniture recommendations. Closely aligned with Villa Decor's Total Package, which includes 3D renderings and 2D elevations.
- Studio McGee: Boutique interior design studio with strong brand presence, media (Netflix show), and product lines. Comparable to Villa Decor as a founder-led boutique with strong aesthetic identity serving high-end residential and select commercial clients.
- Laurel & Wolf: Online interior design marketplace offering multiple designer concepts per project. Direct peer to Villa Decor's e-design tier model with similar remote-only delivery and tiered engagement.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Villa Decor social profiles
Digital presenceVilla Decor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Villa Decor leadership team
Management profileNumber of profiles
Profiles1 record
Villa Decor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Villa Decor 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 Villa Decor
What does Villa Decor do?
Villa Decor is an interior design studio offering full-service residential and commercial design engagements that include conceptual design, space planning, custom millwork, color/finishes/furnishings selection, lighting layouts, and kitchen design. It also sells tiered remote E-Design packages (Minimal, Essentials, Total Package) where clients submit room measurements and inspiration and receive scaled furniture plans, concept boards, shopping lists, and 3D renderings.
Is Villa Decor a public or private company?
Villa Decor is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Villa Decor founded?
Villa Decor was founded in 2008. It employs 11 to 50 people.
Where is Villa Decor based?
Villa Decor is headquartered in Grand Rapids, United States, in the North America region.
How does Villa Decor make money?
Two revenue lines are on record. Full-Service Interior Design is the primary driver. The others are E-Design Packages.
Who are Villa Decor's main competitors?
Broad incumbents on record are Pottery Barn, Room & Board, Crate & Barrel, West Elm and Design Within Reach. Direct peers are Decorilla, Havenly, Modsy, Studio McGee and Laurel & Wolf.
Does Villa Decor have an API?
No public API is recorded for Villa Decor.
What industry is Villa Decor in?
Villa Decor's product category is Interior Design Services. Its primary akta.pro industry code is BPAHAKAB, Interior Design Services, with a secondary code of HSAPAEAI, Luxury Whole-Home Renovation (High-End Finishes & Custom Build). Its NAICS code is 541410.