Specified.
Specified. is a Houston-based independent manufacturer's rep agency representing 15 specialty architectural product manufacturers to architects, designers, and contractors across the Texas/Southwest commercial construction market, earning commissions on specified product sales.
- Company typePrivate
- Founded1990
- HeadquartersHouston, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Specified. does
Specified. is an independent manufacturer's representative agency founded in 1990 by Kelly Johnson and based in Houston, Texas. Operating under the trade name Specified. (formerly Specified Components / SCI), the firm represents 15 specialty architectural product manufacturers to architects, designers, and contractors in the Texas/Southwest commercial construction market. Its covered categories span acoustic treatments (Conwed, Eurospan, Frasch, Cardinal Acoustics, Sound Seal, AVL Systems), ceiling systems (Newmat stretch ceilings, CertainTeed Metal, CertainTeed Wood, Decoustics, Accent Ceilings), wall and cladding products (Goldray Glass, BAUX, Casting Designs, Hendrick Architectural), giving specifying professionals a single point of access to a curated specialty products portfolio.
The company does not develop, manufacture, or license any proprietary technology. Its "product" is the specification service itself: helping architects, designers, and contractors identify the right specialty building product from among its represented lines and supporting projects from concept through completion. The technology stack is a standard website (specified.com) on Squarespace and standard business communication channels (email, phone), with no app, API, or platform offering. All technical content resides in the manufacturers' catalogs, and Specified.'s value sits in curating, specifying, and supporting the sale of those products.
Specified. earns revenue through sales commissions paid by the manufacturers it represents on commercial construction projects where its specified products are purchased and installed. Pricing is set by the underlying manufacturers, not by the agency. The go-to-market is direct enterprise field sales: a small team (~5 listed key contacts, including founder Kelly Johnson) works in-person with architects, designers, and contractors on commercial projects across Texas metros including Houston, Dallas, San Antonio, Austin, and Corpus Christi. Demand generation is driven by industry association relationships (AIA, ABC, CISCA, CSI, DACA) and the visibility of installed landmark projects (Klyde Warren Park, Reunion Tower, GRB Convention Center, Love Field, BHP, Cheniere Energy).
Specified. firmographics
Firmographics- Name
- Specified.
- Legal name
- Specified.
- Website
- https://specified.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Specified. is a Houston-based independent manufacturer's rep agency representing 15 specialty architectural product manufacturers to architects, designers, and contractors across the Texas/Southwest commercial construction market, earning commissions on specified product sales.
- Ownership category
- akta.pro rank
Specified. industry classification
Industry- Product category
- Architectural Product Representation Services
- NAICS
- Architectural Services (541310)
- akta.pro primary industry
- Specialty Finishes & Decorative Installations (Plaster, Stone Veneer, Feature Walls) (IMAFANAM)
Keywords
Where Specified. is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Specified. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Manufacturer Representative/Commission Revenue: As an independent sales agency, Specified. generates revenue by representing manufacturers of architectural products and earning commissions on sales through their relationships with architects, designers, and contractors.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Specified. product offering
Product offeringCore offering
Specified. is an independent sales agency that represents leading manufacturers of specialty architectural building products to the design and construction community. The company works with architects, designers, and contractors on commercial projects from concept to completion, providing product specification assistance and project support for interior and exterior architectural solutions including acoustic treatments, ceiling systems, wall products, metal cladding, glass systems, GRG/GRC elements, and specialty architectural finishes.
Product overview
Specified. is an independent sales agency representing manufacturers of specialty architectural products for interior and exterior applications. The company offers a comprehensive portfolio of acoustic solutions, ceiling systems, wall treatments, and architectural metal products through its network of manufacturer partners. The core product categories include: acoustic solutions (Conwed, Eurospan, Frasch, Cardinal Acoustics, Sound Seal, AVL Systems), ceiling systems (Newmat stretch ceilings, CertainTeed Metal, CertainTeed Wood, Decoustics, Accent Ceilings), wall and cladding products (Goldray Glass, BAUX, Casting Designs, Hendrick Architectural), and specialty acoustic materials. Products are designed for commercial applications in schools, offices, universities, churches, auditoriums, and other spaces requiring acoustic treatment and architectural aesthetics.
Differentiator
Problem solved
Functional benefit
Products and services
- Accent Ceilings
Companies that use Specified.
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
Specified. technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Specified. partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core.
- Accent CeilingscoreAccent Ceilings is a unique, fully comprehensive system of ceilings and walls designed and patented to give architects, contractors and clients a flexible and cost-effective solution. Offers metal finishes including stainless steel, steel, aluminum with various surface finishes.
- AVL SystemscoreFounded in 1983, AVL Systems develops and manufactures advanced acoustical products including wall and ceiling systems, panels, baffles, diffusers, reflectors and custom specification systems. All products manufactured in the United States.
- BAUXcoreBAUX was founded on the belief that building materials should be sustainable, functional and beautiful. Designs, produces and markets functional construction materials including acoustic wood wool panels, pulp panels, and Flexfelt systems.
- Cardinal AcousticscoreFounded in 2018, Cardinal Acoustics delivers acoustical solutions with wood fiber wall and ceiling panel options. Products include direct attached panels, lay-in panels, and specialty panels with NRC ratings up to 1.0.
- Casting DesignscoreFounded in 1989, Casting Designs is a key source for GRG (Glass Reinforced Gypsum) and GRC (Glass Reinforced Concrete) materials including column covers, stacking columns, cornices, moldings, domes, wall covers, and light reflector coves.
- CertainTeed Architectural MetalcoreCertainTeed offers metal ceilings including classic planks and tiles, custom curved beams, and options in curved, undulating, linear, perforated, high profile, and exterior metal ceilings.
- CertainTeed Architectural WoodcoreCertainTeed's wood collection ranges from familiar forms with customizable features to fully engineered custom Decoustics solutions. Features FSC-certified sourcing, high recycled content, and health-conscious components.
- ConwedcoreConwed provides acoustic solutions including baffles, panels, tiles, clouds, and specialty products like diffusers and low frequency tuners. The company helps spec products, revise take-offs, and manage projects to installation.
- DecousticscorePart of the CertainTeed Architectural portfolio, Decoustics provides custom-engineered, high-performance ceiling and wall systems combining engineering with creative design capabilities.
- EurospancoreEurospan offers a highly customizable, seamless acoustical solution that can replace walls and ceilings. Features no added formaldehyde options for LEED projects and acoustically transparent finishes.
- FraschcoreFrasch specializes in award-winning acoustic design solutions for walls, ceilings and lighting. Products include PET felt ceiling baffles, clouds, wall panels, dividers, partitions, and acoustical lighting.
- Goldray GlasscoreFounded over 35 years ago, Goldray Glass creates innovative glass solutions for construction. Products include Mosaic framed wall cladding, NOVA panel system with aluminum honeycomb backer, and QuickFrost switchable privacy glass.
- Hendrick ArchitecturalcoreHendrick Architectural manufactures architectural metal products from environmentally responsible materials offering aesthetics, performance and energy efficiency. Products include metal cladding, perforated metal, entrance grilles, sun control, and tree grating.
- Newmat Design SolutionscoreSince 1986, Newmat Stretch Ceiling Systems have provided creative and technically advanced ceiling solutions. Invented in Sweden, PVC stretch ceilings are 100% recyclable and contribute to LEED certification.
- Sound SealcoreSound Seal designs architectural products for acoustic treatment of interior wall and ceiling spaces. Products include acoustical wall panels, ceiling tiles, baffles, acoustic banners, diffusers, and exterior-grade Aerial baffles and panels.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Specified. competitors and assessment
Company assessmentEmerging players
- Acoustics First: Acoustic products manufacturer and distributor selling panels, diffusers, and treatment materials to architects and contractors. Adjacent to Specified.'s acoustic portfolio (Conwed, Sound Seal, Cardinal) and pursues the same reverberation-control spec opportunities.
- 9Wood: Specialty wood ceiling manufacturer selling through independent reps into commercial architecture. Comparable business model: relies on field rep specification influence similar to Specified. and competes in the same school, university, and civic project segments.
- Kirei: Sustainable acoustic panel and architectural products manufacturer that markets through independent reps. Comparable to Specified.'s sustainability-focused lines (BAUX, CertainTeed Wood FSC) and pursues the same LEED-driven specification opportunities.
- Rulon International: Wood ceiling and wall systems manufacturer serving commercial projects through a rep network. Overlaps with Specified.'s CertainTeed Wood and Decoustics lines and pursues the same architect-driven specification process in the Southeast and Texas.
- Rockfon: Acoustic ceiling manufacturer (Rockwool subsidiary) that has expanded in North America using a rep-based commercial model. Direct comparison to Specified.: both rely on third-party reps to win architect specifications, often in the same Houston and Texas projects.
Broad incumbents
- Knauf: Global building materials manufacturer (ceilings, drywall, insulation) with a U.S. presence. Competes with Specified.'s manufacturer partners in the acoustic ceiling space and runs its own architectural sales effort targeting the same specifier community.
- USG Corporation: Major building products manufacturer with ceiling, wall, and drywall systems sold through a direct sales force and rep network. Comparable to Specified. in that it pursues architect specification on commercial projects and overlaps in acoustic ceiling and wall categories.
- ASI Architectural: Manufacturer of washroom accessories, partitions, and architectural building products with a rep-based commercial sales model. Comparable go-to-market structure to Specified. and competes for share of architect and contractor specifications on commercial interior projects.
- Hunter Douglas Architectural: Manufacturer of architectural metal ceilings, walls, and sun-control products (CertainTeed Architectural is a Hunter Douglas brand). Uses a mix of direct reps and independent agencies; competes with Specified. for the same architect and contractor specification roles in the Southwest.
- Armstrong World Industries: Largest North American ceiling and wall solutions manufacturer with a direct in-house sales force that competes with independent reps like Specified. for architect specification. Overlap is strongest in the metal and acoustic ceiling categories where Specified. represents CertainTeed and Decoustics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Specified. social profiles
Digital presenceSpecified. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Specified. leadership team
Management profileNumber of profiles
Profiles4 records
Specified. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Specified. 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 Specified.
What does Specified. do?
Specified. is an independent sales agency that represents leading manufacturers of specialty architectural building products to the design and construction community. The company works with architects, designers, and contractors on commercial projects from concept to completion, providing product specification assistance and project support for interior and exterior architectural solutions including acoustic treatments, ceiling systems, wall products, metal cladding, glass systems, GRG/GRC elements, and specialty architectural finishes.
Is Specified. a public or private company?
Specified. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Specified. founded?
Specified. was founded in 1990. It employs 1 to 10 people.
Where is Specified. based?
Specified. is headquartered in Houston, United States, in the North America region.
How does Specified. make money?
One revenue line is on record: manufacturer Representative/Commission Revenue.
Who are Specified.'s main competitors?
Emerging players on record are Acoustics First, 9Wood, Kirei, Rulon International and Rockfon. Broad incumbents are Knauf, USG Corporation, ASI Architectural, Hunter Douglas Architectural and Armstrong World Industries.
Does Specified. have an API?
No public API is recorded for Specified..
What industry is Specified. in?
Specified.'s product category is Architectural Product Representation Services. Its primary akta.pro industry code is IMAFANAM, Specialty Finishes & Decorative Installations (Plaster, Stone Veneer, Feature Walls). Its NAICS code is 541310.