Somerled Designs

What Somerled Designs does

Somerled Designs is a strategy-led interior design firm founded in 2022 and headquartered in Alpine, Utah, that specializes in short-term rental (STR) properties. The company combines market research, guest behavior analysis, and competitive benchmarking through a proprietary Data-Informed Design Methodology to drive design decisions toward measurable revenue outcomes, claiming average client revenue uplifts of 30-50%. It serves STR investors across all 50 U.S. states, with Virtual Design delivered remotely in 4-5 weeks and Full Project Management providing turnkey procurement, installation, and photoshoot staging over 10-12 weeks.

The firm has completed over 1,500 projects across 295 cities and worked with more than 1,000 property owners, with 615 designs delivered in 2025 alone. Its product surface extends beyond core design into the Somerled Shop (a curated storefront of Custom Neon, Sage & Rose, and Wayfair partner products), a nationwide Install Partners Program of vetted local contractors, photography direction, branding services, and furniture sourcing. Three dedicated customer segments are targeted: First-Time Investors, STR Owners seeking refresh/optimization, and Portfolio Scalers managing multiple properties.

The company operates a direct, consultation-led sales model with project-based professional services fees, supplemented by affiliate revenue from product partnerships and a financing relationship with Intuit QuickBooks. Somerled is privately held and founder-owned (Bri West, Jordan McDonough, and Michael Elefante), with plans to add a CEO and Chief Experience Officer in 2026 to support scaling of an organization that grew from 43 to 136 employees during 2025.

Name

Somerled Designs

Legal name

Somerled Designs

Website

https://somerleddesigns.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Somerled Designs is a strategy-led short-term rental interior design firm founded in 2022 that delivers data-informed Virtual Design and full Project Management services to STR investors across all 50 U.S. states, claiming 30-50% revenue uplifts across 1,500+ completed projects.

Ownership category

akta.pro rank

Product category

Short-Term Rental Design Services

NAICS

Interior Design Services (541410)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

Keywords

• Short-term rental design
• Interior design services
• Property design strategy
• Vacation rental design
• Hospitality design strategy

Headquarters

HQ city

American Fork

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Virtual Design Services: Market research, competitive analysis, revenue-focused design direction, complete documentation with layouts, sourcing links, and contractor-ready specs. For hands-on owners who manage their own installation.
2. Full Project Management Services: Complete turnkey design service including procurement, delivery coordination, on-site installation, and photoshoot staging. Clients receive a camera-ready property ready to list. Additional 6-7 weeks beyond virtual design.
3. Partner Product Sales (Custom Neon, Sage & Rose, Wayfair): Curated product collections through partnerships (Custom Neon signs, Sage & Rose art, Wayfair furnishings) that complement the design service offering.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Somerled Designs is a short-term rental design and strategy firm that delivers research-driven interior design for STR investors. It sells two primary service tiers: Virtual Design (remote, market-research-led design with layouts, sourcing links, and contractor-ready specifications delivered in 4-5 weeks) and Full Project Management (a turnkey add-on covering procurement, delivery coordination, on-site installation, and photoshoot staging over 10-12 weeks). All offerings are anchored by a proprietary Data-Informed Design Methodology that ties every design decision to measurable revenue outcomes.

Product overview

Somerled Designs is a strategy-led short-term rental design and strategy firm offering two primary service tiers: Virtual Design (a remote, research-driven design service with documentation and sourcing guides, completed in 4-5 weeks) and Project Management (a turnkey, full-service add-on that extends delivery to 10-12 weeks and includes on-site installation, procurement, and photoshoot staging). Both services are grounded in a proprietary Data-Informed Design Methodology that combines market research, competitive analysis, and guest behavior data to drive measurable revenue outcomes, with clients averaging 30-50% revenue increases. The company also operates the Somerled Shop, a curated storefront of partner products (Custom Neon, Sage & Rose, Wayfair) and maintains a nationwide Install Partners Program of vetted contractors spanning photography, design, project management, installation, painting, murals, and cleaning. Supplementary deliverables include photography direction, branding, furniture sourcing, and contractor oversight. Somerled works with clients across three investor segments: First-Time Investors, STR Owners, and Portfolio Scalers, operating nationwide in all 50 U.S. states with over 1,500 designs completed.

Differentiator

Problem solved

Functional benefit

Products and services

• Virtual Design A remote, research-driven interior design service for short-term rental properties, delivered as complete documentation including layouts, sourcing links, and contractor-ready specifications in 4-5 weeks. Designed for hands-on STR owners who manage their own installation and timeline.
• Full Project Management A turnkey design and execution add-on that builds on Virtual Design to deliver a camera-ready property, covering procurement, delivery coordination, on-site installation, and photoshoot staging. Adds 6-7 weeks to the Virtual Design timeline for a total of 10-12 weeks end-to-end.
• Somerled Shop A curated storefront featuring products and partner brands selected to support short-term rental performance, durability, and guest appeal, including the Custom Neon LED Neon Sign Collection, Sage & Rose Curated Coastal Art Collection, and Wayfair Professional furnishings.

Quantifiable outcome

• 30-50% revenue increase for clients after working with Somerled
• +4 more outcomes

Named customers7 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

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Master SpascoreStrategic or Co-development Partner · 1 January 2025Strategic partnership with Master Spas for hot tub, sauna, and spa installations in designed STR properties. Part of Somerled's 2025 growth and national expansion strategy.
• Custom NeoncoreGTM or Marketing PartnerCustom Neon × Somerled LED Neon Sign Collection - Curated neon sign products selected to support performance, durability, and guest appeal in short-term rental properties. Illuminated signage creates memorable, Instagram-worthy moments.
• Wayfair ProfessionalcoreGTM or Marketing PartnerWayfair x Somerled partnership featuring furnishings and amenities curated by Somerled for scroll-stopping style. Furnishings and decor items selected for STR performance and guest experience.
• Sage & RoseminorGTM or Marketing PartnerSage & Rose x Somerled Curated Coastal Collection - An art collection framing the cool coastal aesthetic, available through Somerled's shop.
• Minoan (Rise Collective)coreStrategic or Co-development PartnerStrategic partnership with Minoan/Rise Collective, a hospitality investment platform with 100,000+ hospitality spaces operated by members. Collaboration on design-as-investment positioning for STR hosts.

Scale indicators16 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Laurel & Wolf: Online e-design marketplace providing multiple designer concepts and project-based pricing. Comparable in remote design delivery, consumer/SMB targeting, and per-project fee structure; competes in the same online interior design category as Somerled's Virtual Design tier.
• Decorilla: Online interior design marketplace offering multiple designer concepts and e-design packages to homeowners. Comparable to Somerled in remote design delivery, customer profiles, and project-based pricing; both target residential customers seeking designer-grade outcomes without traditional agency overhead.
• Havenly: National online interior design service connecting customers with professional designers via a virtual model. Directly comparable to Somerled's Virtual Design tier in delivery format and consumer/SMB target market, though Havenly serves general residential rather than the STR niche.
• Modsy: Online interior design service specializing in 3D-rendered designs and e-design packages for residential customers. Most directly comparable to Somerled's Virtual Design product in remote design methodology and consumer-facing delivery, though not STR-specialized.
• Spacejoy: Online interior design platform offering 3D visualizations and virtual design consultations for residential clients. Closely comparable in service model (virtual-first design), pricing tier (multi-package), and target customer (residential property owners).

Broad incumbents

• Vacasa: Largest North American vacation rental management company with full-stack property services including design, turnover, and operations. Comparable through its STR-specific services and national footprint, though Vacasa operates as a broad incumbent that includes property management rather than specializing in design.
• Mint House: Tech-enabled apartment-style short-term rental operator with an in-house design team delivering consistent guest experience across properties. Comparable as an STR operator with bundled interior design capability, though primarily focused on extended-stay urban markets.
• Sonder: Tech-enabled hospitality operator with a fully in-house interior design team creating branded guest experiences across apartments and short-term rentals. Comparable in that interior design is integrated into the STR/hospitality value proposition at scale, though Sonder owns and operates rather than serving third-party investors.
• Evolve: National vacation rental manager offering property setup, design consultation, and full-service management. Comparable as a broad STR services incumbent with design-adjacent offerings, but doesn't specialize in property design strategy like Somerled.

Emerging players

• Breezeway: Property care and operations platform for short-term rentals, including turnover, cleaning, maintenance, and design services coordination. Comparable as an emerging player integrating service-provider networks for STR operators, overlapping with Somerled's Install Partners Program concept.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/somerled-designs
• Instagraminstagram.com/somerled.designs
• Pinterestpinterest.com/somerleddesigns

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Somerled Designs