Row23
Row23 is a Santa Ana-based design and manufacturing agency founded in 2011 that produces custom retail displays, branded interiors, trade show booths, furnishings, and interactive kiosks for global enterprise brand clients using in-house multi-material fabrication and overseas manufacturing partners.
- Company typePrivate
- Founded2011
- HeadquartersSanta Ana, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Row23 does
Row23 is a privately held design and manufacturing agency headquartered in Santa Ana, California, founded in 2011 by Nabs Carlson. The company specializes in producing branded physical environments for global consumer brands, including custom retail displays, corporate interiors, trade show booths, hospitality furnishings, and interactive kiosks. Its core differentiator is operating a design firm inside a multi-material fabrication facility (wood, metal, acrylic, paint, CNC, glass), with additional capacity routed through long-standing overseas manufacturing partners in Mexico, England, and China for high-volume rollouts. Customer testimonials and a published portfolio indicate a client base that includes recognized enterprise brands such as Oakley, Nixon, Vans, Callaway Golf, Rip Curl, Fjallraven, New Era, and the NFL.
The business is structured around project-based, quote-driven engagements priced individually by complexity, materials, and scope, generating revenue primarily through one-time project fees rather than recurring SaaS or subscription contracts. Go-to-market is direct enterprise field sales, supported by a website portfolio, LinkedIn, and Instagram presence. The firm employs 11-50 people, has completed thousands of projects across the US, UK, France, and Mexico, and has launched complementary offerings including an Eco-Minded Fabrication practice and a Reclaimed Materials Program (reclaimed timber and barnwood). Founder ownership and the absence of disclosed institutional capital indicate a self-funded, relationship-driven growth model.
Row23 firmographics
Firmographics- Name
- Row23
- Legal name
- Row 23, Inc.
- Website
- https://row23.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Row23 is a Santa Ana-based design and manufacturing agency founded in 2011 that produces custom retail displays, branded interiors, trade show booths, furnishings, and interactive kiosks for global enterprise brand clients using in-house multi-material fabrication and overseas manufacturing partners.
- Ownership category
- akta.pro rank
Row23 industry classification
Industry- Product category
- Custom Retail Displays and Brand Interiors
- NAICS
- Showcase, Partition, Shelving, and Locker Manufacturing (337215), Interior Design Services (541410), Furniture and Related Product Manufacturing (337)
- SIC
- Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Miscellaneous Furniture & Fixtures (2590)
- akta.pro primary industry
- Joinery, Millwork & Casework Installation (Cabinetry, Built-Ins) (IMAFANAJ)
Keywords
Where Row23 is headquartered
LocationHeadquarters
- HQ city
- Santa Ana
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Row23 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Custom Fabrication Projects: Design, engineering, fabrication and assembly services for custom retail displays, corporate interiors, trade show booths, and furnishings. Projects are quoted and priced individually based on complexity, materials, and scope. Revenue is generated through one-time project fees with potential for repeat client engagements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based custom fabrication and design services |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Row23 product offering
Product offeringCore offering
Row23 is a design and manufacturing agency that designs, engineers, and fabricates branded interiors, displays, furnishings, exhibits, and interactive kiosks for global brands. Services span retail interiors, corporate interiors, trade show booths, hospitality environments, and custom furnishings, delivered through in-house wood, metal, acrylic, paint, CNC, and glass fabrication capabilities augmented by overseas manufacturing partners for high-volume rollouts. Projects are handled end-to-end from initial sketch through final shipment and installation.
Product overview
Row23 is a design and manufacturing agency offering a unified suite of physical brand experience solutions, combining design, engineering, fabrication, and assembly services for retail interiors and displays, corporate interiors, events and trade shows, hospitality and contract environments, custom furnishings, and interactive kiosks. The company operates with in-house capabilities (wood, metal, acrylic, paint, CNC) augmented by global overseas manufacturing partnerships for high-volume rollouts, with additional services including eco-minded fabrication and reclaimed materials utilization. The core portfolio includes Design Services, Engineering Services, Fabrication Services, Assembly Services, Packing and Shipping, Global Manufacturing, Eco-Minded Fabrication, and Reclaimed Materials Program, all unified under a brand storytelling approach using unique material palettes.
Differentiator
Problem solved
Functional benefit
Products and services
- Retail Interiors + Displays Custom-designed retail interiors and branded displays that create consistent brand experiences in retail environments, utilizing materials and colors that complement brand messaging. Targeted at enterprise consumer brands needing retail fixtures and in-store experiences.
- Corporate Interiors Office and headquarters interior solutions ranging from simplistic office systems to elaborate lobbies, following the look and styling of branded projects for enterprise clients such as Legal Force and Legendary Studios.
- Events + Trade Shows Trade show booth fabrication and event installation services for brands seeking high-end, professional exhibition presence with the ability to handle complicated projects and short lead times.
- Hospitality and Contract Interior solutions for hospitality venues and contract environments requiring specialized materials, clean contemporary and industrial designs, and craftsmanship of the past to create dynamic environments.
- Furnishings Custom-designed furnishings with clean, contemporary and industrial aesthetics combined with craftsmanship of the past, creating dynamic environments for retail and corporate spaces.
- Interactive Kiosks Custom-built interactive kiosk solutions for retail environments, integrating technology with brand-aligned physical design and in-house multi-material fabrication capabilities.
Companies that use Row23
Customer profileNamed customers22 records
Segments4 records
Ideal customer profiles1 record
Row23 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Row23 partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Row23 competitors and assessment
Company assessmentDirect peers
- Design Display Group: Custom retail display and fixture manufacturer serving consumer brands. Direct peer in custom retail build-outs and store rollouts.
- Idea International: Designer and manufacturer of retail displays, fixtures, and branded environments for global brands. Closely aligned with Row23's design-plus-fabrication model.
- Sparks: Global retail experience and display/exhibit builder serving enterprise brands. Comparable to Row23 across trade show booths, retail displays, and brand activations.
- Frank Mayer and Associates: Custom retail display, kiosk, and branded environment manufacturer. Direct comparable to Row23's core offering of in-house design, engineering, and fabrication for enterprise retail programs.
- Displayit: Provider of custom retail displays, point-of-purchase fixtures, and trade show exhibits for brand marketers. Overlaps with Row23 across displays, fixtures, and event/exhibit work.
- MNG Factory: Custom retail display and fixture manufacturer with in-house design, engineering, and fabrication. Closely comparable business model and customer base to Row23.
- IKI Group: Custom retail display and in-store experience manufacturer with global production. Comparable multi-material fabrication and rollout capability.
- Opto International: Designer and manufacturer of retail displays, kiosks, and fixtures. Directly comparable to Row23's interactive kiosk and custom fixture business.
Broad incumbents
- Chute Gerdeman (DLR Group): Retail brand experience and store design firm, now part of DLR Group. Overlaps with Row23 on retail interior and display design for enterprise brands, but operates as a much larger, broader design consultancy.
- FRCH Design Worldwide (NELSON Worldwide): Retail and hospitality design firm, part of NELSON Worldwide. Comparable to Row23's retail interior design work but at significantly larger scale and broader service portfolio.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Row23 social profiles
Digital presenceRow23 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Row23 leadership team
Management profileNumber of profiles
Profiles1 record
Row23 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Row23 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 Row23
What does Row23 do?
Row23 is a design and manufacturing agency that designs, engineers, and fabricates branded interiors, displays, furnishings, exhibits, and interactive kiosks for global brands. Services span retail interiors, corporate interiors, trade show booths, hospitality environments, and custom furnishings, delivered through in-house wood, metal, acrylic, paint, CNC, and glass fabrication capabilities augmented by overseas manufacturing partners for high-volume rollouts. Projects are handled end-to-end from initial sketch through final shipment and installation.
Is Row23 a public or private company?
Row23 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Row23 founded?
Row23 was founded in 2011. It employs 11 to 50 people.
Where is Row23 based?
Row23 is headquartered in Santa Ana, United States, in the North America region.
How does Row23 make money?
One revenue line is on record: custom Fabrication Projects.
Who are Row23's main competitors?
Direct peers on record are Design Display Group, Idea International, Sparks, Frank Mayer and Associates, Displayit, MNG Factory, IKI Group and Opto International. Broad incumbents are Chute Gerdeman (DLR Group) and FRCH Design Worldwide (NELSON Worldwide).
Does Row23 have an API?
No public API is recorded for Row23.
What industry is Row23 in?
Row23's product category is Custom Retail Displays and Brand Interiors. Its primary akta.pro industry code is IMAFANAJ, Joinery, Millwork & Casework Installation (Cabinetry, Built-Ins). Its NAICS code is 337215 and its SIC code is 2540.