Kaitlyn Wolf

What Kaitlyn Wolf does

Kaitlyn Wolfe is a Scottsdale, Arizona-based interior design and licensed general contracting studio (Arizona ROC 333025) founded in 2016 by Kaitlyn Wolfe that has grown from a solo practice into a 25+ person operation across four divisions: Design & Build, Luxury Interiors, Operations & Marketing, and Product & Procurement. The firm offers an integrated design-to-delivery program branded Trust the Process, covering interior design, procurement, light construction, and furniture styling for HNW homeowners primarily in Scottsdale, Paradise Valley, Arcadia, and Mid-North Phoenix, with additional projects in Nova Scotia, Miami, Minnesota, and California. Beyond services, Kaitlyn Wolfe operates four wholly-owned sub-brands: Ground Floor (boutique furniture and lighting with capsule drops, including the May 2025 01Elemental collection), Substrate (curated tile collection sourced from Spain and Italy with semi-custom colorways), Shop My Warehouse (vintage finds and contemporary art), and KW Merch (branded apparel and handmade goods). Customer mix spans high-net-worth residential, hospitality (Trailborn Rocky Mountain, Broadmoor Sporting Club, XOMA Boutique Stays), food and beverage (multiple coffee shops), retail (salons, NHL Arizona Coyotes facility), and design professionals across 65+ completed projects.

The business runs on a sales-led, application-based GTM motion for services (Typeform intake) combined with e-commerce direct sales and a strong community-led brand presence (67K+ Instagram followers, 1,500+ Substack subscribers, travel journal series). Pricing is not publicly disclosed but multi-year project-based contracts anchor the service revenue. The company is founder-owned, bootstrapped with no disclosed external funding, and has accumulated 40+ industry awards between 2021 and 2026 including Luxe Red Awards, Gold Nugget Awards, NAHB Best in American Living, Architectural Digest Pro Directory features, and consecutive Best of Houzz honors, supporting premium positioning. Core technology is conventional 3D rendering and physical mock-ups for custom furniture and lighting design; no AI/ML or proprietary software stack is evidenced. The firm has identified design professionals, developers, and builders as secondary customer segments and operates exclusively through owned sub-brand e-commerce rather than wholesale distribution.

Name

Kaitlyn Wolf

Legal name

Kaitlyn Wolfe

Website

https://kaitlynwolfe.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Kaitlyn Wolfe is a Scottsdale-based, founder-owned interior design and licensed general contracting studio serving high-net-worth residential and boutique commercial clients through an integrated design-build program, plus four proprietary product sub-brands (Ground Floor furniture, Substrate tiles, Shop My Warehouse vintage, KW Merch).

Ownership category

akta.pro rank

Product category

Interior Design Services

NAICS

Interior Design Services (54141), Flooring Contractors (23833)

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

akta.pro secondary industry

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

Keywords

• Interior design services
• Residential renovation design
• Commercial hospitality design
• Design build construction
• Custom furniture design

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Interior Design Services: Full-service interior design for residential and commercial spaces, including both new construction and renovation projects
2. Design-Build Services: Integrated design and construction services under Trust the Process program covering interior design, procurement, light construction, and furniture styling
3. Custom Product Design: Custom furniture, cabinetry, and lighting design with renderings, mock-ups, and samples as deliverables
4. Ground Floor Product Line: Boutique furniture and lighting line sold through ground-floor.co with limited capsule collection drops
5. Substrate Tile Collection: Curated tile collection featuring tiles from Spain and Italy, with sample boxes and semi-custom options
6. Shop My Warehouse: Vintage finds, original works, and contemporary art curated by Kaitlyn Wolfe sold through shopmywarehouse.com
7. Branded Merchandise: Small batch collection of branded clothing and handmade goods including candles and drawing tools

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Kaitlyn Wolfe is a Phoenix/Scottsdale-based interior design and construction studio providing full-service residential and commercial interior design, procurement, light construction, and furniture styling through its integrated 'Trust the Process' program. The studio also designs and sells proprietary product lines including boutique furniture and lighting (Ground Floor), curated tile (Substrate), vintage finds and contemporary art (Shop My Warehouse), and branded merchandise (KW Merch).

Product overview

Kaitlyn Wolfe operates as a Phoenix/Scottsdale-based interior design studio and branded product company. The core offering is integrated interior design and construction services through the 'Trust the Process' program. Product portfolio includes three sub-brands: Ground Floor (boutique furniture and lighting), Substrate (curated tile collection), and Shop My Warehouse (vintage/handmade goods). Additionally, KW Merch offers branded apparel and handmade items. Ground Floor furniture integrates with Substrate tiles for customizable pieces. The company also provides custom furniture, cabinetry, and lighting design services. All brands fall under the overarching Kaitlyn Wolfe creative umbrella that also encompasses Iconic by Kaitlyn Wolfe design-build operations.

Differentiator

Problem solved

Functional benefit

Brands

• GROUND FLOOR: Boutique furniture and lighting line with tagline 'Built to inspire. Grounded to last.' First collection 01Elemental launched May 15, 2025 featuring liquid metal, terrazzo, natural wood, and porcelain lighting.
• SUBSTRATE
• SHOP MY WAREHOUSE

Products and services

• Trust the Process Design-Build Program Integrated design-to-delivery program for full-home transformations covering interior design, light construction, and furnishings with transparent budgeting and defined milestones. Clients apply through a Typeform application process.
• Commercial Interior Design Interior design services for commercial clients including boutique hotels, restaurants, coffee shops, salons, sports facilities, and retail spaces. Portfolio includes Trailborn Rocky Mountain, Light Heart Coffee, Dae Hair, and NHL Arizona Coyotes.
• Residential New Construction Design Interior design services for new residential construction projects, collaborating with architects and builders to deliver custom home designs.
• Residential Renovation Design Interior design services for residential renovation projects, transforming existing homes through design, light construction, and furnishings.
• Custom Furniture Design Bespoke furniture design services tailored to client spaces, collaborating with skilled craftsmen to bring custom pieces to life with precision and artistry. Includes individual named pieces (Echo, Edge, Blox, Brut, Command, Arlo, Cylinder, Sugi, Coze, Gene, Claude, The Eta).
• Custom Cabinetry Design Custom cabinetry design services delivering tailored storage solutions for residential and commercial spaces, integrated with Ground Floor product line.
• Custom Lighting Design Custom lighting design services producing sculptural and functional lighting fixtures designed for indoor and outdoor use.
• Ground Floor Furniture & Lighting Line Sub-brand boutique furniture and lighting line featuring custom-designed pieces with organic, sculptural aesthetics. Products include liquid metal, terrazzo, natural wood, and porcelain materials, sold through ground-floor.co with limited capsule drops.
• Substrate Tile Collection Curated tile collection inspired by organic design for functional living. Features tiles from Spain, Italy and other origins, including semi-custom options with 25 color variations named after U.S. National Parks. Five themed sample boxes available (Desert, City, Mountains, Coast, KW Picks).
• Shop My Warehouse Online shop featuring vintage finds, original works, contemporary art, handmade pieces, and curated staple items for home decor, sold through shopmywarehouse.com.
• KW Merch Branded clothing and handmade goods including small batch apparel collections, candles, and drawing tools, sold through an embedded Shopify store.

Quantifiable outcome

• Completed all 63 US National Parks while maintaining business operations without service disruptions
• +1 more outcomes

Named customers13 records

Segments5 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

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Studio McGee: Salt Lake City-based residential interior design and design-build studio with a parallel product line (McGee & Co.) selling furniture, lighting and home goods. Direct functional peer: integrated design-build services, celebrity-led brand, proprietary e-commerce product line, multi-state project work, and large national media following.
• Amber Interiors: Los Angeles interior design firm led by Amber Lewis with a furniture and home goods line sold through direct-to-consumer e-commerce. Closely comparable model: founder-led design studio, organic-modern aesthetic, product collaborations, and strong editorial presence in Architectural Digest and Domino.
• Jean Stoffer Design: Grand Rapids-based interior design and design-build studio with a curated product line including lighting and home goods. Comparable integrated design-build service model with proprietary products, midwest-rooted but nationally recognized residential work.
• Jamie Bush & Co. Los Angeles architectural interior design firm working on luxury residential and hospitality projects. Comparable on high-end residential and hospitality client mix, custom furniture/lighting specification, and editorial-driven brand positioning.
• Blackband Design: California-based interior design firm specializing in custom new construction and full-home renovations with a licensed general contractor arm. Direct functional peer on the design-build side of the business and on California/Southwest luxury residential positioning.
• Lindye Galloway Studio + Shop: Orange County interior design studio with a parallel retail product line (chairs, lighting, decor) sold through its own shop. Comparable founder-led model pairing interior design services with proprietary e-commerce products targeting the same modern-organic aesthetic.
• Whittney Parkinson Design: Utah-based interior designer with a curated shop selling her own furniture, lighting, and home goods. Direct peer on the combination of interior design services and proprietary product brand targeting modern residential buyers.

Emerging players

• Havenly: Online interior design marketplace connecting consumers with designers for room-by-room projects. Comparable customer base of residential decor buyers but operates a tech-enabled marketplace model rather than a founder-led design-build studio.

Others

• Chairish: Online marketplace for vintage furniture, art and home decor. Directly comparable to the Shop My Warehouse sub-brand's vintage and contemporary art curation channel, though operates at marketplace scale rather than as a single curator's storefront.

Broad incumbents

• Sherwin-Williams: National paint and coatings manufacturer and retailer. Comparable as a specified-materials vendor used across residential design projects, though operating as a mass-market incumbent rather than a boutique, design-led supplier.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@kaitlyn-wolfe
• Facebookfacebook.com/kaitlyn.wolfe3
• Instagraminstagram.com/kaitlynwolfe__
• Pinterestpinterest.com/kaitlynwolfe__
• LinkedInlinkedin.com/company/iconicdesignbuild

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 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 Kaitlyn Wolf