Decorative Concrete
Decorative Concrete, Inc. is a privately held, owner-operated specialty contractor in Huntsville, Alabama that installs and renovates concrete coatings, hardscapes, pavers, and freshly poured concrete for residential and commercial customers across the North Alabama region.
- Company typePrivate
- Founded1999
- HeadquartersHuntsville, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Decorative Concrete does
Decorative Concrete, Inc. is a privately held, owner-operated specialty contractor founded in 1999 and headquartered in Huntsville, Alabama. The company installs and renovates concrete coatings, hardscapes, pavers, and freshly poured concrete for residential and commercial customers across the Huntsville, Decatur, and Athens markets of North Alabama. Its product portfolio spans epoxy floor coatings (carrying a lifetime warranty), acrylic spray coatings, antiquing/dyes/stains, quartz and flake systems, urethane and waterproof coatings, diamond grinding and polishing, stamped concrete, and full-service hardscape construction including fire pits, outdoor kitchens, brick ovens, and retaining walls. Underlying technical differentiation centers on rigorous surface preparation (cleaning, grinding, crack and pit repair, diamond sanding) and the use of factory-manufactured materials only, applied by factory-trained crews.
The business operates as a sales-led professional services franchise with a one-time, project-based revenue model. Pricing is custom quote-based, with free on-site estimates and project timelines typically completing in about one week. The go-to-market is direct-to-customer via phone-driven inquiries, free estimates, and a customer referral network that the company identifies as the primary growth engine. Customer segments include residential homeowners (primary), commercial property managers, facilities managers, designers, and architects. Notable commercial customers include Lockheed Martin, Teledyne Brown Engineering, Yulista Aviation, Publix, Redstone Federal Credit Union, Hilton Garden Inn, and Huntsville Hospital.
The company is led by sole owner Butch Emmons, a disabled veteran and former U.S. Army helicopter pilot who has owned the business for more than 20 years. There is no disclosed external funding, parent company, or institutional ownership. Distribution is single-country/domestic, single-headquartered, and limited to the North Alabama region. The firm maintains BBB accreditation and continuous membership in the Huntsville Madison County Builders Association, with stated customer satisfaction of 99.6%. Revenue is not publicly disclosed.
Decorative Concrete firmographics
Firmographics- Name
- Decorative Concrete
- Legal name
- Decorative Concrete, Inc.
- Website
- https://decorativeconcretehsv.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Decorative Concrete, Inc. is a privately held, owner-operated specialty contractor in Huntsville, Alabama that installs and renovates concrete coatings, hardscapes, pavers, and freshly poured concrete for residential and commercial customers across the North Alabama region.
- Ownership category
- akta.pro rank
Decorative Concrete industry classification
Industry- Product category
- Decorative Concrete Installation Services
- NAICS
- Poured Concrete Foundation and Structure Contractors (23811)
- akta.pro primary industry
- Concrete Floor Finishing, Polishing & Coatings (Residential) (HSAPAGAI)
- akta.pro secondary industries
- Concrete Flatwork & Decorative Concrete (Stamped, Stained) (HSAIACAJ), Floor Coating, Sealing & Protective Finishes (Polyurethane/Epoxy/Urethane) (HSAGAFAN), Patio Construction (Pavers, Concrete & Stone) (HSAPALAB)
Keywords
Where Decorative Concrete is headquartered
LocationHeadquarters
- HQ city
- Huntsville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Decorative Concrete business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Others
Revenue model
- Concrete Coating Services: One-time service revenue from installing decorative concrete coatings including epoxy, acrylic spray, stains, stamping, and other finishes for residential and commercial properties. Services include new concrete pouring and surface restoration.
- Hardscape Installation: Revenue from installing pavers, fire pits, outdoor kitchens, brick ovens, fireplaces, retaining walls, and other outdoor living features using versatile paver systems.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom quote-based pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Decorative Concrete product offering
Product offeringCore offering
Decorative Concrete installs and renovates decorative concrete coatings, hardscapes, pavers, and freshly poured concrete for residential and commercial properties in North Alabama. The company delivers full-service installation across product lines including epoxy floor systems (with lifetime warranty), acrylic spray coatings, stains/dyes, quartz and flake broadcast systems, urethane coatings, waterproofing, diamond grinding and polishing, stamped concrete, and paver-based hardscapes (fire pits, outdoor kitchens, retaining walls).
Product overview
Decorative Concrete is a decorative concrete contractor offering a comprehensive portfolio of coating and finishing solutions. The primary product categories include epoxy floor coatings (with lifetime warranty), acrylic spray coatings for outdoor surfaces, antiquing/dyes/stains, quartz and flake systems, urethane coatings, waterproof coatings, grinding and polishing, freshly poured concrete, stamped concrete, and hardscapes using pavers. These products are offered as a unified service offering rather than a modular software platform. Residential applications include garages, patios, pool decks, driveways, and interiors. Commercial and industrial applications cover warehouses, restaurants, retail spaces, fitness centers, and institutional facilities. The company provides full-service installation from surface preparation through finished application.
Differentiator
Problem solved
Functional benefit
Products and services
- Epoxy Floor Coatings
Quantifiable outcome
- 99.6% customer satisfaction rate with most growth coming from customer referrals
- +3 more outcomes
Companies that use Decorative Concrete
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles2 records
Decorative Concrete technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Decorative Concrete partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- American Concrete InstituteminorCompany uses repair process and crack management recommended by the American Concrete Institute for quality control standards.
Scale indicators4 records
Recent moves5 records
Expansion highlights3 records
Decorative Concrete competitors and assessment
Company assessmentMarket position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Decorative Concrete social profiles
Digital presenceDecorative Concrete financial estimates
Financial estimateRevenue estimate
Valuation estimate
Decorative Concrete leadership team
Management profileNumber of profiles
Profiles1 record
Decorative Concrete funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Decorative Concrete 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 Decorative Concrete
What does Decorative Concrete do?
Decorative Concrete installs and renovates decorative concrete coatings, hardscapes, pavers, and freshly poured concrete for residential and commercial properties in North Alabama. The company delivers full-service installation across product lines including epoxy floor systems (with lifetime warranty), acrylic spray coatings, stains/dyes, quartz and flake broadcast systems, urethane coatings, waterproofing, diamond grinding and polishing, stamped concrete, and paver-based hardscapes (fire pits, outdoor kitchens, retaining walls).
Is Decorative Concrete a public or private company?
Decorative Concrete is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Decorative Concrete founded?
Decorative Concrete was founded in 1999. It employs 11 to 50 people.
Where is Decorative Concrete based?
Decorative Concrete is headquartered in Huntsville, United States, in the North America region.
How does Decorative Concrete make money?
Two revenue lines are on record. Concrete Coating Services are the primary driver. The others are hardscape Installation.
Does Decorative Concrete have an API?
No public API is recorded for Decorative Concrete.
What industry is Decorative Concrete in?
Decorative Concrete's product category is Decorative Concrete Installation Services. Its primary akta.pro industry code is HSAPAGAI, Concrete Floor Finishing, Polishing & Coatings (Residential), with a secondary code of HSAIACAJ, Concrete Flatwork & Decorative Concrete (Stamped, Stained). Its NAICS code is 23811.