Design your own future with
Do you have a
to have a business
of your own…?
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www.DecDens.com/FLsouth to advance the presentation…
Find your passion -- and live your dreams for a business of your own!
What is your passion? Is it the creative challenge of
residential interior design? Entrepreneurial goals? Satisfying
work that grows your future business equity? Do you long for
freedom in your own business? Flexible time for your family?
If these things speak to you,
we would like you to speak with us!
Decorating Den Interiors is the world’s premier franchisor
of independently owned interior decorating businesses. We
offer the opportunity to work in the field you love – with
unique support in all of the business areas required for
financial success today.
Our 400+ franchise owners recently ranked us in the Top 50
Franchises in an independent Franchise Business Review
survey. They love the stimulating challenges and the
constant variety that residential interior design offers. They
enjoy the flexibility and the independence of running their
own businesses. And they love working with their friendly,
supportive peers in our cooperative business environment.
“I have the passion and a degree in
design, but I was stuck selling in retail
stores until I found Decorating Den—
14 years ago!
It’s literally made my career possible.
And I can be with my daughter at those
times important for us both.”
Gina Lopez, Miami
Our Unique Concept
Since 1969, Decorating Den Interiors has grown to
become the world's premier interior decorating franchisor,
and a leader in the home furnishings industry. What's the
reason for this growth? We offer a unique concept that
meets the needs both of our franchise owners and their
residential clients—professional in-home consultations on
décor with an incredible selection of interior furnishings.
Our professionals have access to custom furnishings and
extensive lines from top manufacturers, many to-the-trade-
only. Using our convenient samples library (included with
the franchise), they present their custom designs and
product suggestions in the comfort of the client’s home.
The in-home sales concept gives our professionals the
ability to sell an enormous variety of home furnishings
without the restrictions and expense of inventory in a retail
location. It offers clients, many of whom are busy two-
career couples, the time-saving convenience of decision-
making in their own homes, assuring proper scale, color,
and balance—often impossible to achieve in a retail store.
“Three years after I graduated
from the Art Institute in 2003, I
finally purchased my franchise.
The practical training and
business support I have received
have been incredible, and I
practice exactly as I wish!”
Jennifer Erstein Parkland, FL
Art Institute/FTL, 2004
Our International Design Competition—’Dream Room’
Over 300 Dream Room entries are submitted annually by
our franchisees to be judged in NYC by editors of top
interior decorating magazines. Winners in each category
receive international awards and recognition, cash prizes,
and the opportunity to be frequently featured in leading
shelter magazines and interior design publications.
“My success in our Dream Room
competition and the resulting portfolio
of my work has been incredibly
important to my business for the past
twelve years. I get published often!”
Sharon Binkerd, Allied ASID
All photography in this entire presentation is from our Dream Room competition, and is available for credited reprint by industry publications.
Decorating Den Interiors offers a floor-to-
ceiling selection of quality products—
custom window treatments, furniture, wall,
floor and bed coverings, lighting, and
accessories—by partnering with more than
120 of the top manufacturers in home
furnishings, such as Hekman, Kravet
Fabrics/Furniture, Taylor-King and
Our business owners enjoy our automatic
set-up of direct accounts with these major
suppliers under company-negotiated
Other merchandising benefits contracts, usually resulting in far better
for our franchisees include:
• Exclusive Preferred Supplier Programs terms than an independent decorator or
• Automatic set-up of supplier accounts designer receives.
• Annual suppliers’ market at annual Conference
• Product guarantees; no inventory required Additionally, we have access to the entire
• ‘Winners’ Circle’ incentive programs world of unique custom and to-the-trade-
• Private training events at Highpoint & Las Vegas markets only furnishings.
Training and Education
Our training program is widely recognized as one of the best available in the field. Training for pre-
qualified candidates begins immediately with a home study program to help set up all aspects of your
home-based business, and to introduce the basics of business management, principles, and tools. All
training includes a review of home furnishings trends and products, sales techniques, advertising and
All new business
owners attend our
and Sales School, a
conducted at our
in Easton, MD.
“With no prior
Follow-up segments professional design
experience, I take
are taught in our local
advantage of training at
training facility by a top every opportunity, and it
decorator and trainer in has certainly paid off!”
our organization while
new franchisees are
getting field design and Allied ASID
Decorator of the Year,
In addition, practical advanced training is available to all franchisees at our annual conferences and 2006 --1st Runner-up
national training events, as well as online from home or office. Finally, our experienced regional
managers are available to help you make the most of each client with whom you work! Help is never
more than a phone call (fax, or email) away!
Red Cross Showhouse—by our ‘Designing Women of Broward’
The team chose to design a private living
area in the contemporary 2008 Red Cross
Showhouse, below. They brought in
fabulous original photographic work
from nature in this ‘gentleman’s retreat’.
The 2007 project, above, included the poolside entertainment area on the
intra-coastal, and was the favorite of visitors to this great charity event.
Their design work was also selected for the official Showhouse poster.
The ‘Designing Women’ are a trio of
Decorating Den business owners in
Broward: Sharon Binkerd, Myriam
Payne, and Jennifer Erstein. The team
is invited annually by the Red Cross to
participate in this high-profile charity
event. Decorating Den Interiors enjoys
extensive local press recognition from
their significant talent and efforts.
Photography by Joe Lapeyra and Stephanie Gonzalez/Group306.com—both graduates of the Art Institute.
Marketing, Advertising, and Public Relations
Through our exclusive intranet system, our business
owners access, customize and order all of their local
marketing materials on-line. Advertisements are updated
monthly, including local newspaper ads and direct mail
pieces targeted to prime customers in your exclusive
marketing territory. Our franchisees also benefit from our
national advertising program including television
campaigns, print ads, Internet campaigns, plus advertising
in popular publications such as:
• Better Homes & Gardens • Traditional Home
• ‘O’ at Home • Southern Living
• Metropolitan Home • House Beautiful
Our public relations department builds national brand
awareness through the publication of feature stories and
articles about Decorating Den Interiors using our huge
library of professionally photographed interiors from our
annual Dream Room competition.
‘After 12 years, I expanded into
a new, nearby community. The
Decorating Den marketing tools
are the only way I could have
become so quickly well-known.”
Joann Parker, Allied ASID
Decorating Den Interiors uses the latest digital technology
to help our franchisees streamline their business functions,
generate qualified sales leads, communicate efficiently
within the organization, and keep up on all the current
design products and trends. The result is more time for in-
home client consultations, decorating, and sales!
Our intranet system, ’DecoNet’, also supports our client
management, accounting and business management tools,
and provides on-line links to our preferred suppliers.
We utilize sophisticated search engine tools to direct web-
surfing homeowners to our website @ DecoratingDen.com
for information and sales leads. The site features popular
items such as reports on decorating trends, color forecasts,
and dramatic room makeovers for every room of the home.
Best of all, prospective clients can request appointments
on-line, and the leads go directly to the in-box of the
appropriate Decorating Den franchisee!
“Our technology tools not
only make me more
efficient, but they generate
additional business well
beyond my own marketing
efforts. They work!.”
West Palm Beach
Ready to pursue your passion?
To explore this exciting opportunity
further, register today on-line at:
(See ‘Franchise Opportunities’)
Pre-qualify for a Discovery Day
visit to Regional Offices!
Cliff Welles, ASID &
Judy Underwood, Allied ASID
As an professional franchise owner with
Decorating Den Interiors, you are in
We look forward to speaking with you soon. business for yourself, not by yourself!
Decorating Den Systems, Inc.
8659 Commerce Drive
Easton, Maryland 21601
The information provided herein is in summary form
and is not intended as an offer to sell, or the solicitation
of any offer to buy a franchise. It is intended for
information purposes and full details are in the
Franchise Disclosure Document (FDD).
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