This document summarizes an opportunity to become an independently owned interior decorating franchise owner with Interiors by Decorating Den. The franchise offers business support and training in interior design, sales, marketing and business management. Franchise owners work with residential clients to design home interiors and have access to custom furnishings from top manufacturers. The franchise provides ongoing education, marketing materials, technology tools and a community of supportive peers. Franchisees enjoy the flexibility to run their own business and the opportunity to participate in design competitions and charity events.

1. Design your own future with
Are you a
creative
entrepreneur,
seeking a
dynamic and
fulfilling career?
Please use your space bar
www.Decdens.com/sfl to advance the presentation…

2. Find your passion -- and live your dreams for a business of your own!
What is your passion? Is it the creative challenge of
interior decorating? 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!
INTERIORS by Decorating Den 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, but I was stuck
selling in retail stores until I found
Interiors by Decorating Den—almost
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

3. Our Unique Concept
Since 1969, INTERIORS by Decorating Den 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.
“The practical training and
business support I have received
have been incredible, and I have
everything I need to meet the
complete needs of my interior
decorating clients.”
Jennifer Erstein
Parkland, FL

4. Our International Design Competition—’Dream Room’
Over 350 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 recognition, cash prizes, and the opportunity to be frequently
featured in leading shelter magazines and interior design publications.
This casual family room by Judy Underwood, Allied ASID, is both fun and
personal for her long-term client—and won 1st place in the category this year!
“My success in our Dream Room
competition and the resulting portfolio
of my work has been incredibly
important to my business for the past
eleven years!”
Sharon Binkerd, Allied ASID
Ft. Lauderdale
All photography in this entire presentation is from our Dream Room competition, and is available for credited reprint by industry publications.

5. 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. INTERIORS by Decorating Den
enjoys extensive local press recognition
from their significant talent and efforts.
Photography by Joe Lapeyra and Stephanie Gonzalez/Group306.com.

6. Merchandising
INTERIORS by Decorating Den 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 Nourisan Rugs.
Our business owners enjoy our automatic
set-up of direct accounts with these major
suppliers under company-negotiated
contracts, usually resulting in far better
Other merchandising benefits • Exclusive Preferred Supplier Programs terms than an independent decorator or
for our franchisees include: • 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.

7. 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, and 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 INTERIORS by Decorating Den 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
IDD marketing tools are the only
way I could have become so
quickly well-known.”
Joann Parker
Sarasota

8. 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, as
well as the principals and elements of design. Continuous training includes a review of home
furnishings trends and products, sales techniques, advertising and marketing strategies.
All new business
owners attend our
Professional Decorating
and Sales School, a
comprehensive two-
week classroom
training session,
conducted at our
corporate headquarters
in Easton, MD.
Follow-up segments
“With no prior
are taught in our local
professional design
training facility by a top experience, I take
decorator and trainer in advantage of training at
our organization while every opportunity, and it
new franchisees are has certainly paid off!”
getting field design and Myriam Payne
sales experience.
Allied ASID
Weston, FL
In addition, practical advanced training is available to all franchisees at our annual conferences and
Decorator of the Year,
national training events, as well as online from home or office. Finally, our experienced regional
2006 --1st Runner-up
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!

9. Technology
INTERIORS by Decorating Den 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, interior design, 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 INTERIORS by 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!.”
Pam Rogers
West Palm Beach

10. Ready to pursue your passion?
To follow your dreams and explore
this exciting opportunity further,
register today on-line at
www.decoratingden.com
(See ‘Franchise Opportunities’)
Pre-qualify for our two-day
Orientation visit to our Corporate
Training Center in Easton, MD!
Regional Directors:
Cliff Welles, ASID &
Judy Underwood, Allied ASID
cliff@decoratingden.com
239-948-9779
www.decdens.com/flsouth As an professional franchise owner with
INTERIORS by Decorating Den, you are
in business for yourself, not by yourself!
We look forward to speaking with you soon.

11. World Headquarters
Decorating Den Systems, Inc.
8659 Commerce Drive
Easton, Maryland 21601
Toll free from U.S. and Canada 1-800-DEC-DENS (1-800-332-3367)
Email: decden@decoratingden.com
www.DecoratingDen.com
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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