Etch Design Group

What Etch Design Group does

Etch Design Group is a privately-held, founder-led interior design firm headquartered in Austin, Texas, founded in 2015 by co-founders Stephanie Lindsey and Jessica Nelson. The firm delivers full-service interior design for high-end residential and commercial clients, executing a documented 5-step process (Discover & Define, Design & Plan, Select & Specify, Document & Coordinate, Execute & Install) that spans initial concept, finish and furniture specification, construction documentation, procurement, and on-site installation. Its core offerings are organized as five service lines: Residential New Construction Design, Residential Remodel Design, Commercial Interior Design, Furnishings & Styling, and Art & Accessories Design.

The firm operates as a boutique practice of 1–10 employees with no external funding, no parent company, and no disclosed institutional investors. Service fees are quote-based and not publicly disclosed, structured around project scope and complexity for both remodels and ground-up builds. Commercial engagements span offices, multifamily properties, hospitality, schools, and medical spas, while residential work targets discerning homeowners undertaking custom builds or major renovations. Geographic delivery is anchored in Austin, TX with stated nationwide U.S. reach.

Distribution and demand generation rely on a sales-led GTM motion via discovery calls and phone consultations, supported by a content-marketing engine (200+ blog articles), earned media in Wall Street Journal, HGTV, Forbes, Domino, and Architectural Digest, an active Instagram presence, and an email newsletter. The firm has accumulated industry recognition through ASID awards (2016 Legacy of Design; 2026 Best of Show) and has secured strategic trade partnerships with Pfister Faucets (KBIS 2026 design ambassador) and Behr Paint (inaugural Designer Council, 2025), which double as marketing channels and product-access relationships.

Name

Etch Design Group

Legal name

Etch Design Group

Website

https://etchinteriordesign.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Etch Design Group is a boutique, Austin-based full-service interior design firm serving high-end residential and commercial clients across the U.S. via a founder-led 5-step process covering new construction, remodels, furnishings, and branded commercial spaces.

Ownership category

akta.pro rank

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Interior Design Services: Full-service interior design fees covering residential and commercial projects including remodels, new construction, and furnishings. Revenue generated through professional service fees for the complete design process from concept through installation.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Etch Design Group provides full-service interior design for new-home construction, residential renovations, and branded commercial environments. It also specifies, procures, and installs furniture, lighting, finishes, art, and accessories through an end-to-end process from discovery and design planning through construction documentation and final styling.

Product overview

Etch Design Group is a full-service residential and commercial interior design firm offering a coordinated suite of services. The core offerings include Residential New Construction Design (full-service design from architectural concepts to final furnishings), Residential Remodel Design (full-home transformations and upgrades), Commercial Interior Design (branded spaces for offices, multifamily, hospitality, and educational clients), Furnishings & Styling (curated furniture, lighting, and accessories), and Art & Accessories Design (art curation and finishing touches). All services follow the firm's signature 5-step process: Discover & Define, Design & Plan, Select & Specify, Document & Coordinate, and Execute & Install.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential New Construction Design Full-service interior design for new-home construction, from architectural concepts and design planning through finish specifications, furniture procurement, and final installation.
• Residential Remodel Design Interior design for full-home transformations and smaller residential upgrades, including space planning, finish and fixture selection, furnishings, construction coordination, and styling.
• Commercial Interior Design Branded commercial interior design for offices, multifamily properties, hospitality environments, educational facilities, leasing offices, clubhouses, and medical spas.
• Furnishings & Styling Selection and procurement of furniture, lighting, and accessories for existing or newly constructed residential and commercial spaces.
• Art & Accessories Design Art curation and accessory selection and styling intended to complete the design of residential and commercial spaces.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered flagship and core.

• Pfister Faucets / KBISflagshipGTM or Marketing Partner · 1 January 2026Selected as design ambassadors for Pfister Faucets' KBIS 2026 showroom in Orlando, Florida. Brought Etch's voice to one of the kitchen and bath industry's most visible stages. The bathroom vignette showcased how thoughtful material curation and layered detail can elevate a brand's presence at the world's largest trade show.
• Behr PaintcoreGTM or Marketing Partner · 1 January 2025Joined Behr Paint's inaugural Designer Council, establishing a strategic partnership with one of the leading paint manufacturers. This affiliation positions Etch Design Group as a preferred design partner and provides access to exclusive color collections and product insights.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Studio McGee: Studio McGee is a Salt Lake City-based full-service residential and commercial interior design firm with a strong media presence (Netflix series, product line). It is the closest analog to Etch in terms of high-end residential focus, brand-led marketing, and turnkey project delivery.
• Amber Interiors: Amber Interiors is a Los Angeles-based luxury interior design studio specializing in high-end residential projects with a recognizable, editorial brand. It mirrors Etch's positioning in the premium residential segment with both full-service design and product extensions.
• Chango & Co. Chango & Co. is a New York-based full-service residential interior design firm with a strong project portfolio and brand-led marketing. It competes in the same premium residential full-service segment as Etch with comparable process-driven delivery.

Emerging players

• Decorilla: Decorilla is an online interior design service offering flat-rate room packages with multiple designer concepts per project. It serves as a more accessible, lower-touch alternative to Etch's turnkey model and competes for price-sensitive residential clients.
• Havenly: Havenly is a Denver-based online interior design platform that connects consumers with professional designers for room-by-room or whole-home projects. It overlaps with Etch in residential design services but uses a tech-enabled marketplace model rather than a localized boutique studio.
• Modsy: Modsy provides 3D-rendered room designs and shopping lists from online style quizzes and photos. While not a direct competitor to full-service firms, it represents the tech-enabled DIY end of the residential design market that pressures boutique studios.

Broad incumbents

• Pottery Barn: Pottery Barn is a national home furnishings retailer that offers free in-store and online interior design services tied to its merchandise. It competes indirectly with Etch by capturing residential design demand from consumers who want a one-stop shop over a full-service boutique.
• West Elm: West Elm is a Williams-Sonoma-owned home furnishings retailer that offers in-store and online interior design services. It overlaps with Etch's furnishings and styling offerings through design consultations but is not a turnkey residential design firm.

Regional players

• Marie Flanigan Interiors: Marie Flanigan Interiors is a Houston, Texas-based high-end residential and commercial interior design firm. It is highly comparable to Etch in services, Texas market presence, and ASID-recognized design quality, but is concentrated in the Houston market rather than Austin.

Others

• Chairish: Chairish is an online marketplace for vintage and pre-owned home furnishings and decor with a designer trade program. It is an enabling ecosystem player for Etch's furnishings and styling services, providing a procurement channel rather than direct competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/etchinteriordesign
• Facebookfacebook.com/etchdesigngroup
• LinkedInlinkedin.com/company/etch-design-group-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Etch Design Group